Tips en tricks om winkelwagen verlating te voorkomen Marjolein Koppelaar (Ve Interactive) #ETS13

1. Marjolein Koppelaar
Ve Interactive
Amsterdam
Twitter along!
@MarjKoppelaar
#ETS13

2. • Opgericht in 2009
• Acht vestigingen wereldwijd
• Vier international desks
Wie
is
Ve
Interac.ve?
Ve Interactive
Increasing revenues for online retailers
Operating worldwide

3. Let’s talk about….
Shopping cart abandonment!

4. • Quote leaving things
How big is
this problem?

5. • “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

6. Why do people abandon in the first place?

7. 1. ‘Window shopping’ – 57%
2. Saving items – 56%
3. Delivery costs– 55%
Bron:
comscore.com
&
entrepreneur.com

8. What now?!

9. • Long-term strategy
• Short-term strategy
Hoe
los
je
dit
probleem
op?

10. 1. Long-term strategy:
Optimise your checkout!

11. 1. Have a clear design with logical steps in
your checkout

14. 2. Have a clear and complete
overview of the total costs

18. 3. Be clear about the delivery date

21. 4. Possibility to save the shopping cart

23. 5. HAVE DIFFERENT PAYMENT METHODS

27. 2. Short-term strategy:
Send a remarketing e-mail

28. • Send an email
• Remind your visitor
• Lead them back
• Let them convert

29. • Easy to set up
• Extra revenue
• Focus on optimising checkout

30. • Strong email
• Keep testing
• Timing of email

31. 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

32. And then… testing!

33. Personalisation

34. Cascade

35. Criteria filters

36. 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

37. • It’s more than just the technology
• Make sure you either work with a specialist
or have one in-house

38. 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

39. @MarjKoppelaar
@VeBenelux
info@nl.veinteractive.com