Coupons are one of the good tactics to potentially decrease cart abandonment or conversion abandonment rate. See how: get your great holiday tips!
Anna Sebestyen from Distinct Dialogs SEM & Analytics Agency presented about coupons at Web Analytics Wednesday in Budapest Hungary - Oct 07, 2009.
(Anna Sebestyen also organized the WAW event, which was the first web analytics meetup in Hungary)
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Coupon Marketing & Optimization to Decrease Cart Abandonment - Anna Sebestyen at Web Analytics Wednesday Budapest, Hungary
1. Coupons & Carts
Web Analytics Wednesday
Budapest 2009
Anna Sebestyen
Distinct Dialogs Ltd.
annasebestyen@gmail.com
Decreasing Conversion Abandonments
via 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
⢠46%: high shipping charges
âvery important reasonâ
⢠37% comparison shop
⢠36% lack of money
⢠27% wanted to look for
a coupon
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
14. No Coupon, No Sales
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Enter
coupon
code*
*quoting Bryan Eisenbergâs story here on Doctor Footcareâs vs. Dellâs conversion rates from Always Be Testing
Friday, October 9, 2009
16. Coupons vs. Banners
⢠extended life media life
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Friday, October 9, 2009
17. Coupons vs. Banners
⢠extended life media life
⢠âmy preciousâ everyoneâs click
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Friday, October 9, 2009
18. Coupons vs. Banners
⢠extended life media life
⢠âmy preciousâ everyoneâs click
⢠feels special feel mass
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Friday, October 9, 2009
19. Coupons vs. Banners
⢠extended life media life
⢠âmy preciousâ everyoneâs click
⢠feels special feel mass
⢠gift viral link viral
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Friday, October 9, 2009
20. Coupons vs. Banners
⢠extended life media life
⢠âmy preciousâ everyoneâs click
⢠feels special feel mass
⢠gift viral link viral
⢠crafts intangible link
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Friday, October 9, 2009
21. Coupons vs. Banners
⢠extended life media life
⢠âmy preciousâ everyoneâs 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?
*Kalman Besenyei - NapiAkciok.hu
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.
Friday, October 9, 2009
23. Coupon Future Trends?
⢠US 77% everyday use of coupons*
*Kalman Besenyei - NapiAkciok.hu
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.
Friday, October 9, 2009
24. Coupon Future Trends?
⢠US 77% everyday use of coupons*
⢠62% search for coupons for online
stores
*Kalman Besenyei - NapiAkciok.hu
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.
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%)
*Kalman Besenyei - NapiAkciok.hu
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.
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%)
⢠DeďŹnitive role in Purchase Decision
*Kalman Besenyei - NapiAkciok.hu
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.
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%)
⢠DeďŹnitive role in Purchase Decision
⢠Budget-conscious Holiday shopping
*Kalman Besenyei - NapiAkciok.hu
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.
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
⢠AfďŹliate Coupon Codes
⢠Test Coupon Processes & Creatives
⢠Track - Core track (e.g. JOY), Per Channels (e.g. OUS /AND)
Friday, October 9, 2009
30. Thank you.
Anna Sebestyen
Distinct Dialogs Ltd.
annasebestyen@gmail.com
twitter.com/annasebestyen
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Your coupon code for a
free 1 hour* consultancy
(coupon code deleted)
(and this is not the code) :)
* only in Budapest until 11/11/2009.
Case sensitive code, non-
transferable.Any extra hour
15.000HUF+VAT. Fine print not be
heated in microwave oven.
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This coupon was only offered
to WAW participants.
Friday, October 9, 2009