coupon marketing & optimization to decrease cart abandonment - anna sebestyen at web analytics...
DESCRIPTION
Coupons are one of the good tactics to potentially decrease cart abandonment or conversion abandonment rate. See how: get your great holiday tips! Anna Sebestyen from Distinct Dialogs SEM & Analytics Agency presented about coupons at Web Analytics Wednesday in Budapest Hungary - Oct 07, 2009. (Anna Sebestyen also organized the WAW event, which was the first web analytics meetup in Hungary)TRANSCRIPT
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Coupons & Carts
Web Analytics Wednesday Budapest 2009
Anna SebestyenDistinct Dialogs Ltd.
Decreasing Conversion Abandonmentsvia Coupons
Friday, October 9, 2009
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Cart Abandonment & Coupons
Friday, October 9, 2009
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Cart Abandonment & CouponsStudy (PayPal & comScore) 45% of US online shoppers abandoned carts multiple times in 3 weeks.
Friday, October 9, 2009
![Page 4: Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary](https://reader034.vdocument.in/reader034/viewer/2022052619/55549f63b4c905fd608b4957/html5/thumbnails/4.jpg)
Cart Abandonment & CouponsStudy (PayPal & comScore) 45% of US online shoppers abandoned carts multiple times in 3 weeks.
average cost of abandoned goods
Friday, October 9, 2009
![Page 5: Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary](https://reader034.vdocument.in/reader034/viewer/2022052619/55549f63b4c905fd608b4957/html5/thumbnails/5.jpg)
Cart Abandonment & CouponsStudy (PayPal & comScore) 45% of US online shoppers abandoned carts multiple times in 3 weeks.
average cost of abandoned goods
$109
Friday, October 9, 2009
![Page 6: Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary](https://reader034.vdocument.in/reader034/viewer/2022052619/55549f63b4c905fd608b4957/html5/thumbnails/6.jpg)
Cart Abandonment & Coupons
• 46%: high shipping charges “very important reason”
• 37% comparison shop• 36% lack of money• 27% wanted to look for
a coupon
Study (PayPal & comScore) 45% of US online shoppers abandoned carts multiple times in 3 weeks.
average cost of abandoned goods
$109
Friday, October 9, 2009
![Page 7: Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary](https://reader034.vdocument.in/reader034/viewer/2022052619/55549f63b4c905fd608b4957/html5/thumbnails/7.jpg)
Coupon Huntingsearch engines
Friday, October 9, 2009
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Coupon Huntingsocial coupon sites
Friday, October 9, 2009
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Coupon Huntingsite search
Friday, October 9, 2009
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Coupon Huntingsite search
Friday, October 9, 2009
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Coupon Huntingsite search
Friday, October 9, 2009
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Coupon Huntingsite search
NO MATCHES FOUND
FOR COUPONS
Friday, October 9, 2009
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Coupon Huntingsite search
NO MATCHES FOUND
FOR COUPONS
Friday, October 9, 2009
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No Coupon, No Sales
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Enter coupon code*
*quoting Bryan Eisenberg’s story here on Doctor Footcare’s vs. Dell’s conversion rates from Always Be Testing
Friday, October 9, 2009
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Coupons vs. Banners
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Friday, October 9, 2009
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Coupons vs. Banners
• extended life media life
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Friday, October 9, 2009
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Coupons vs. Banners
• extended life media life
• ‘my precious‘ everyone’s click
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Friday, October 9, 2009
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Coupons vs. Banners
• extended life media life
• ‘my precious‘ everyone’s click
• feels special feel mass
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Friday, October 9, 2009
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Coupons vs. Banners
• extended life media life
• ‘my precious‘ everyone’s click
• feels special feel mass
• gift viral link viral
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Friday, October 9, 2009
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Coupons vs. Banners
• extended life media life
• ‘my precious‘ everyone’s click
• feels special feel mass
• gift viral link viral
• crafts intangible link
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Friday, October 9, 2009
![Page 21: Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary](https://reader034.vdocument.in/reader034/viewer/2022052619/55549f63b4c905fd608b4957/html5/thumbnails/21.jpg)
Coupons vs. Banners
• extended life media life
• ‘my precious‘ everyone’s click
• feels special feel mass
• gift viral link viral
• crafts intangible link
• brand - in hold in sight
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Friday, October 9, 2009
![Page 22: Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary](https://reader034.vdocument.in/reader034/viewer/2022052619/55549f63b4c905fd608b4957/html5/thumbnails/22.jpg)
Coupon Future Trends?
*Kalman Besenyei - NapiAkciok.hu
Coupon Availability Determines the Purchasing Decisions for Nearly a Third of Americans, According to the Second Annual Study of Consumer Coupon Behavior Commissioned by RetailMeNot.com (Harris Interactive)**
**"online adults" refers to 2,175 adults ages 18+, 1,880 whom are online shoppers.
Friday, October 9, 2009
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Coupon Future Trends?
• US 77% everyday use of coupons*
*Kalman Besenyei - NapiAkciok.hu
Coupon Availability Determines the Purchasing Decisions for Nearly a Third of Americans, According to the Second Annual Study of Consumer Coupon Behavior Commissioned by RetailMeNot.com (Harris Interactive)**
**"online adults" refers to 2,175 adults ages 18+, 1,880 whom are online shoppers.
Friday, October 9, 2009
![Page 24: Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary](https://reader034.vdocument.in/reader034/viewer/2022052619/55549f63b4c905fd608b4957/html5/thumbnails/24.jpg)
Coupon Future Trends?
• US 77% everyday use of coupons*
• 62% search for coupons for online stores
*Kalman Besenyei - NapiAkciok.hu
Coupon Availability Determines the Purchasing Decisions for Nearly a Third of Americans, According to the Second Annual Study of Consumer Coupon Behavior Commissioned by RetailMeNot.com (Harris Interactive)**
**"online adults" refers to 2,175 adults ages 18+, 1,880 whom are online shoppers.
Friday, October 9, 2009
![Page 25: Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary](https://reader034.vdocument.in/reader034/viewer/2022052619/55549f63b4c905fd608b4957/html5/thumbnails/25.jpg)
Coupon Future Trends?
• US 77% everyday use of coupons*
• 62% search for coupons for online stores
• 12% check coupons before purchase (YoY +50%)
*Kalman Besenyei - NapiAkciok.hu
Coupon Availability Determines the Purchasing Decisions for Nearly a Third of Americans, According to the Second Annual Study of Consumer Coupon Behavior Commissioned by RetailMeNot.com (Harris Interactive)**
**"online adults" refers to 2,175 adults ages 18+, 1,880 whom are online shoppers.
Friday, October 9, 2009
![Page 26: Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary](https://reader034.vdocument.in/reader034/viewer/2022052619/55549f63b4c905fd608b4957/html5/thumbnails/26.jpg)
Coupon Future Trends?
• US 77% everyday use of coupons*
• 62% search for coupons for online stores
• 12% check coupons before purchase (YoY +50%)
• Definitive role in Purchase Decision
*Kalman Besenyei - NapiAkciok.hu
Coupon Availability Determines the Purchasing Decisions for Nearly a Third of Americans, According to the Second Annual Study of Consumer Coupon Behavior Commissioned by RetailMeNot.com (Harris Interactive)**
**"online adults" refers to 2,175 adults ages 18+, 1,880 whom are online shoppers.
Friday, October 9, 2009
![Page 27: Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary](https://reader034.vdocument.in/reader034/viewer/2022052619/55549f63b4c905fd608b4957/html5/thumbnails/27.jpg)
Coupon Future Trends?
• US 77% everyday use of coupons*
• 62% search for coupons for online stores
• 12% check coupons before purchase (YoY +50%)
• Definitive role in Purchase Decision
• Budget-conscious Holiday shopping
*Kalman Besenyei - NapiAkciok.hu
Coupon Availability Determines the Purchasing Decisions for Nearly a Third of Americans, According to the Second Annual Study of Consumer Coupon Behavior Commissioned by RetailMeNot.com (Harris Interactive)**
**"online adults" refers to 2,175 adults ages 18+, 1,880 whom are online shoppers.
Friday, October 9, 2009
![Page 28: Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary](https://reader034.vdocument.in/reader034/viewer/2022052619/55549f63b4c905fd608b4957/html5/thumbnails/28.jpg)
Coupon Marketing HU
• Kuponnet.hu (Tamas Ujvari) - 2 coupon vending machines set up in Duna Plaza Mall
• NapiAkciok.hu (Kalman Besenyei)
• Qpon.hu (Infonity Kft.)
• OnlineKupon.hu (Zoltan Hamar - MediaMotion Kft.)
Friday, October 9, 2009
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Top 10 Tips• New Customers need higher % (15 vs. 10)
• Increase average order size by 10% as min
• Any Products vs One Product
• Coding the Code - Complex vs. Simple
• Optimize site for coupon (SiteSearch, Off-search, Social)
• Urgency vs. Expiration
• Lead generation - Get Coupon & Updates! Send to Friends
• Affiliate Coupon Codes
• Test Coupon Processes & Creatives
• Track - Core track (e.g. JOY), Per Channels (e.g. OUS /AND)
Friday, October 9, 2009
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Thank you.
Anna SebestyenDistinct Dialogs [email protected]/annasebestyen
----------------------------Your coupon code for a free 1 hour* consultancy (coupon code deleted)(and this is not the code) :)
* only in Budapest until 11/11/2009. Case sensitive code, non-transferable. Any extra hour 15.000HUF+VAT. Fine print not be heated in microwave oven.
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-----------------------------------------------------------------This coupon was only offered
to WAW participants.
Friday, October 9, 2009