tips en tricks om winkelwagen verlating te voorkomen marjolein koppelaar (ve interactive)
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Tips en tricks om winkelwagen verlating te voorkomen Marjolein Koppelaar (Ve Interactive) #ETS13TRANSCRIPT
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Marjolein Koppelaar Ve Interactive Amsterdam
Twitter along! @MarjKoppelaar #ETS13
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• Opgericht in 2009
• Acht vestigingen wereldwijd
• Vier international desks
Wie is Ve Interac.ve?
Ve Interactive Increasing revenues for online retailers Operating worldwide
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Let’s talk about…. Shopping cart abandonment!
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• Quote leaving things How big is this problem?
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• “I don’t have a shopping cart abandonment problem” – On average, 91% of people abandon in the checkout
• “People that abandon will come back themselves at some point” – ‘Natural return rate’ : 5% – Online price comparison: 75%
THE FACTS
Sources: Forrester Research, Econsultancy.com, Ve Interactive
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Why do people abandon in the first place?
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1. ‘Window shopping’ – 57% 2. Saving items – 56%
3. Delivery costs– 55%
Bron: comscore.com & entrepreneur.com
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What now?!
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• Long-term strategy
• Short-term strategy
Hoe los je dit probleem op?
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1. Long-term strategy: ��Optimise your checkout! �
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1. Have a clear design with logical steps in your checkout
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2. Have a clear and complete ���overview of the total costs
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3. Be clear about the delivery date
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4. Possibility to save the shopping cart
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5. HAVE DIFFERENT PAYMENT METHODS
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2. Short-term strategy: ��Send a remarketing e-mail�
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• Send an email • Remind your visitor • Lead them back • Let them convert
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• Easy to set up
• Extra revenue
• Focus on optimising checkout
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• Strong email
• Keep testing
• Timing of email
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1. Goede e-‐mail – een aantal basispunten Clear CTA’s
Clear CTA’s
Combina.ons of text links and buIons
Give the possibility to unscubscribe for this kind of email
Give them an extra push to come back
Show an interest
Remind them of the abandoned products
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And then… testing!
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Personalisation
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Cascade
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Criteria filters
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Func%onality Tes%ng period Increase/decrease
Personalisa.on November 2012 -‐ 5%
Product feed December 2012 + 30%
Cascade January 2013 + 10%
Criteria filter February 2013 + 15%
Baseer beslissingen alleen op data
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• It’s more than just the technology
• Make sure you either work with a specialist or have one in-house
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Take-aways • 91% of your visitors abandons in the
checkout – 5% comes back naturally. • Put a strategy in place for your shopping
cart abandonment • Long-term: optimisation of the checkout • Short-term: remarketing emails
• Remarketing emails: • Make sure your have a sufficient basic email • Test different functionalities to discover
what works best for your website and target group
• Make decisions only based on data