tips en tricks voor het tegengaan van website verlating
DESCRIPTION
Ve Interactive daagt continu de e-commercebranche uit door het ontwikkelen van toonaangevende en innovatieve technologieën. Deze technologieën zijn gericht op het direct verlagen van de websiteverlating en daardoor het verhogen van online conversies. Deze presentatie geeft inzicht in hoe je door middel van een korte-en langetermijn strategie website verlating tegen kan gaan.TRANSCRIPT
Marjolein Koppelaar
Ve Interactive
Amsterdam
Twitter along!@VeBenelux#ETS13
• Opgericht in 2009
• Acht vestigingen wereldwijd
• Vier international desks
Wie is Ve Interactive?
Ve Interactive
Increasing revenues for online retailers
Operating worldwide
Let’s talk about….
Shopping cart abandonment!
• Quote leaving things
How big is this problem?
• “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
Why do people abandon in the first place?
1. ‘Window shopping’ – 57%
2. Saving items – 56%
3. Delivery costs– 55%
Bron: comscore.com & entrepreneur.com
What now?!
• Long-term strategy
• Short-term strategy
Hoe los je dit probleem op?
1. Long-term strategy:
Optimise your checkout!
1.1 Have a clear design with logical steps in your checkout
2. Have a clear and complete overview of the total costs
3. Be clear about the delivery date
4. Possibility to save the shopping cart
5. HAVE DIFFERENT PAYMENT METHODS
2. Short-term strategy:
Send a remarketing e-mail
• Send an email
• Remind your visitor
• Lead them back
• Let them convert
• Easy to set up
• Extra revenue
• Focus on optimising checkout
• Strong email
• Keep testing
• Timing of email
1. Goede e-mail – een aantal basispuntenClear CTA’s
Clear CTA’s
Combinations oftext links andbuttons
Give the possibility to unscubscribe for this kind of email
Give them an extrapush to come back
Show an interest
Remind them of the abandonedproducts
And then… testing!
Personalisation
Cascade
Criteria filters
Functionality Testing period Increase/decrease
Personalisation November 2012 - 5%
Product feed December 2012 + 30%
Cascade January 2013 + 10%
Criteria filter February 2013 + 15%
Baseer beslissingen alleen op data
• It’s more than just the technology
• Make sure you either work with a specialist or have one in-house
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
@MarjKoppelaar@VeBenelux