Coupons & Carts - how to decrease cart abandonment rates (or in general conversion abandonment rates) by means of using online / offline coupons. Test coupons, coupon use processes and 'Enter Coupon Code' boxes. Pre-holiday hot tips to increase your e-commerce revenue. The presentation by Anna Sebestyen was given at the first Web Analytics meetup in Budapest, Hungary (WAW: Web Analytics Wednesday)

1. Coupons & Carts
Decreasing Conversion Abandonments
via Coupons
Web Analytics Wednesday
Anna Sebestyen
Budapest 2009 Distinct Dialogs Ltd.
annasebestyen@gmail.com
Friday, October 9, 2009

2. Cart Abandonment & Coupons
Friday, October 9, 2009

3. Cart Abandonment & Coupons
Study (PayPal & comScore) 45% of US
online shoppers abandoned carts
multiple times in 3 weeks.
Friday, October 9, 2009

4. Cart Abandonment & Coupons
Study (PayPal & comScore) 45% of US
online shoppers abandoned carts
multiple times in 3 weeks.
average cost of abandoned goods
Friday, October 9, 2009

5. Cart Abandonment & Coupons
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

6. Cart Abandonment & Coupons
Study (PayPal & comScore) 45% of US
online shoppers abandoned carts
multiple times in 3 weeks.
average cost of abandoned goods
$109
• 46%: high shipping charges
“very important reason”
• 37% comparison shop
• 36% lack of money
• 27% wanted to look for
a coupon
Friday, October 9, 2009

7. Coupon Hunting
search engines
Friday, October 9, 2009

8. Coupon Hunting
social coupon sites
Friday, October 9, 2009

9. Coupon Hunting
site search
Friday, October 9, 2009

10. Coupon Hunting
site search
Friday, October 9, 2009

11. Coupon Hunting
site search
Friday, October 9, 2009

12. Coupon Hunting
site search
NO MATCHES
FOUND
FOR
COUPONS
Friday, October 9, 2009

13. Coupon Hunting
site search
NO MATCHES
FOUND
FOR
COUPONS
Friday, October 9, 2009

14. No Coupon, No Sales
Enter
coupon
code*
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*quoting Bryan Eisenberg’s story here on Doctor Footcare’s vs. Dell’s conversion rates from Always Be Testing
Friday, October 9, 2009

15. Coupons vs. Banners
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Friday, October 9, 2009

16. Coupons vs. Banners
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• extended life media life
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Friday, October 9, 2009

17. Coupons vs. Banners
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• extended life media life
• ‘my precious‘ everyone’s click
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Friday, October 9, 2009

18. Coupons vs. Banners
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• extended life media life
• ‘my precious‘ everyone’s click
• feels special feel mass
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Friday, October 9, 2009

19. Coupons vs. Banners
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• 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

20. Coupons vs. Banners
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• 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

21. Coupons vs. Banners
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• 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

22. Coupon Future Trends?
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. *Kalman Besenyei - NapiAkciok.hu
Friday, October 9, 2009

23. Coupon Future Trends?
• US 77% everyday use of coupons*
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. *Kalman Besenyei - NapiAkciok.hu
Friday, October 9, 2009

24. Coupon Future Trends?
• US 77% everyday use of coupons*
• 62% search for coupons for online
stores
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. *Kalman Besenyei - NapiAkciok.hu
Friday, October 9, 2009

25. Coupon Future Trends?
• US 77% everyday use of coupons*
• 62% search for coupons for online
stores
• 12% check coupons before purchase
(YoY +50%)
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. *Kalman Besenyei - NapiAkciok.hu
Friday, October 9, 2009

26. 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
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. *Kalman Besenyei - NapiAkciok.hu
Friday, October 9, 2009

27. 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
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. *Kalman Besenyei - NapiAkciok.hu
Friday, October 9, 2009

28. 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

29. 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

30. -----------------------------------------------------------------
This coupon was only offered
to WAW participants.
Thank you.
----------------------------
Your coupon code for a
free 1 hour* consultancy
(coupon code deleted)
(and this is not the code) :)
* only in Budapest until11/11/2009.
Case sensitive code, non-
transferable. Any extra hour Anna Sebestyen
15.000HUF+VAT. Fine print not be Distinct Dialogs Ltd.
heated in microwave oven.
annasebestyen@gmail.com
------------------------------- twitter.com/annasebestyen
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Friday, October 9, 2009