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€4.1bn was spent on online shopping in Ireland in 2013, up from €2.96bn in 1 year
- Ecommerce Ireland
The Irish online retail market is set to grow to €21bn by 2017
- Eurostat
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Source: eCommerce Ireland
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… there has never been a more crucial time for Irish retailers to act and win back market share from international online retailers that are dominating this space
Michael McCormack, eMark
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72% of carts are abandoned just before the purchase is made
- Listrak
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Source: SeeWhy
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The reasons for cart abandonment: Price shock
Not ready to purchase
Online buyer anxiety
Lack of time
Poor user experience
Poor product visuals
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256 Media surveyed 27 different retailers, half international and half Irish, to see how they were dealing with cart abandonment. We devised 39 questions informed by our research to evaluate how brands were performing. This gave us an insight into ecommerce best practice and the innovative tactics used by industry leaders.
So, what tactics are being used online? And to what degree are they being used – by Irish firms and by international firms?
Here’s what we did
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Our Respondents:
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1.Price Shock
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44% of users abandoned their carts because the shipping costs were too high- SeeWhy
73% of users considered free shipping a critical factor when shopping online- E-tailing Group
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Clear info on shipping costs
Irish brands are on a par with their international counterparts when it comes to displaying clear
info on shipping costs
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Getting it right
Getting it wrong
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2. Lack of Time
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Source: Forrester
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Source: eConsultancy
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Too many steps in payment process
Max. recommended number of payment steps = 467% of international brands respondents can take 1 step backward to
increase sales, compared to 40% of local brands
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3. Not Ready to Purchase
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The only respondent who offered a sales incentive in their pop-up message was a local Irish website
Pop-up Message
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‘‘Initial emails, sent 3 hours after a customer abandons their cart,
average a 40% open rate and
a 20% CTR.”- Forrester research
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Retargeted ads have a 100-200% higher CTR than standard display adverts
Source: WPCurve.com
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42% of international brands retargeted cart abandoners with
display ads V only 33% of Irish brands
Retargeting cart abandoners
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What brands are doing it right?
John Lewis retargeted display ads
John LewisBrown Thomas LifestyleSupervaluLittlewoodsMick’s garage
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4. Poor Product Visuals
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Using visuals to sell the product
73% of international Brands V 50% of Irish brands surveyed scored 4 or 5
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E-Consultancy:Visitors are 64-85% more likely to purchase after watching a product video
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5. Online Buyer Anxiety
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What brands are doing it right?
Vodafone
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What brands are doing it right?
Mick’s Garage - 3rd party review email
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No Return policy visible during checkout
58% of international brands surveyed displayed their returns policy
during payment process. 73% of Irish brands achieved this
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Harvey Norman
Checklists and points of reassurance for buyer anxiety
What brands are doing it right?
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What brands are doing it right?
Expert - Live order tracking
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What brands are doing it right?
Vodafone
Information checklist to ease buyer anxiety at Point of Sale
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What brands are doing it right?
Mick’s Garage
Information checklist to ease buyer anxiety at Point of Sale
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No Security Badges at checkout
67% of international respondents have SSL badges near the
payment page in comparison to 60% of local brands
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How did they do this?
Checklists and points of reassurance for buyer anxiety
Vodafone’s information checklist to ease buyer anxiety at Point of Sale
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6. Poor User Experience
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Maintaining cart items for returning customers
67% of international brands maintained their carts for 72 hours or
more, compared to 40% of local brands
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Unfriendly mobile checkout
27% of local brands and 16% of international brands do not have
responsive design for mobile buyers. They are missing out on 15% of all online traffic
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Limited Payment Options
16% of international brands surveyed had more than 2 payment options
available. 33% of local brands had more than 2 options
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‘Recently viewed items’ keeps track of user habits and offers them personalised content
automatically
Harvey Norman
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Product Recommendation
67% of Irish brands surveyed recommend products to consumers
58% of international brands surveyed made recommendations
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Recommended products are not personalized
57% of international websites who have recommended
products have targeted user with personal suggestions. 50% of Irish brands have achieved this
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What brands are doing it right?
McElhinney’s personalised recommendations
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What brands are doing it right?
Littlewoods’ personalised recommendations
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# 2 Not ready to purchase: Loyalty schemes
33% of local Brands surveyed offered a loyalty or reward scheme
for returning customers, compared to 58% of international brands
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What brands are doing it right?
Brown Thomas Loyalty sign in
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http://www.256media.ie/2015/03/cart-abandonment_just-trying-to-stop-the-hurt/http://www.256media.ie/2015/03/
cart-abandonment_just-trying-to-stop-the-hurt/
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