Jumping the Hurdles in the eCommerce Customer Journey

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Today’s Agenda

The eCommerce Challenge

Shopping Cart Abandonment

Checkout Abandonment

Q&A

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Terri MockChief Revenue OfficerVe Interactive

Scott Fitzgerald Senior Vice President, MarketingBlueSnap

Today’s Speakers

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Spent on paid media

Revenue left in shopping carts

Abandonment rate varies by sector

Based on data from over 10,000 Ve clients

$545 Billion

Sources - Business Insider 2014, eMarketer 2014

$4 Trillion

$$$

69%Finance

70%Software

86%Travel

75%Retail

Natural Return Rate

5%

$$$$$$$$$$$$$$$$$$$$$$$$

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The eCommerce Challenge

http://www.businessinsider.com/heres-how-retailers-can-reduce-shopping-cart-abandonment-and-recoup-billions-of-dollars-in-lost-sales-2014-4

http://www.emarketer.com/Article/Global-Ad-Spending-Growth-Double-This-Year/1010997

Risks Throughout the Buying Process

PaymentsShopping cart

CheckoutWeb UI



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Cart Abandonment Pain Points

Site Abandonme

nt

Cart Abandonme

nt

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Unconverted Visitors

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55% of visitors spend fewer than 15 seconds on your

website-Media Post

Pain Point: Site Abandonment

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Solution: Onsite Engagement

Best Practices

• Real-time proactive triggers

• Personalized incentives• Basket bookmarking

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The average rate of cart abandonment in 2015 was 68.95%. That means two-thirds of the time online shoppers add

to their basket only to leave items behind.

-IBM

Pain Point: Cart Abandonment

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Best Practices

• Timely Reminders• Tested Content• Immediate Relevance

Solution: Email Remarketing

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Email 1 Send 20 min

post-abandonment

Email 2Send 24 hours

post-abandonment

Email 3Send 48 hours

post-abandonment

Best Practice: Cascaded Email Campaign

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Best Practices

• Timely Reminders• Tested Content• Immediate Relevance

Solution: Email Remarketing

#Display2Sale

97 percent of online consumers do not make purchases on their first visit to an eCommerce

site.

3 out of 4 consumers who abandon online shopping carts plan to return to the site or

visit a store to complete the purchase.

-Ripen eCommerce

Pain Point: RetargetingPain Point: Unconverted Visitors

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Solution: Dynamic Retargeting

Best Practices

• Refine your audience segments

• Set frequency and recency caps

• Use fresh creatives

• Provide clear CTAs

Risks Throughout the Buying Process

PaymentsShopping cart

CheckoutWeb UI



#Display2Sale

Checkout Abandonment Pain Points

PaymentsFriction Confidence

Pain Point: Friction

Payment Types

Extra steps & fields

Currency

LocalLanguage

Product Reviews

Solving Checkout Abandonment

FrictionPresent & process in

local currency(Save 10% of sales)

Present consumers with payment options they expect

(15% of US shoppers expect PayPal40% of German shoppers use

Sofort!)

The best sites take <130 seconds to

checkoutThe worst take >260

Every 2 seconds can be worth 7% of sales

Pain Point: Confidence

Live help

Security logos

Coupons

Local Language


20% of Shoppers will abandon if they can’t read the page their

native language

Without a coupon, 30% of consumers report

they will abandon

Confidence

Pain Point: Payments

Retries & failovers

Currency mismatch

Aggressive fraud rules

Acquiring banks


Processing payments locally (avoiding cross-

border transactions) can save up to 20% of

transactions

Employing simple retries and failovers can

save 3-5% of transactions from a

false decline

Payments

How Do You Measure the Problem?

Checkout Conversion Calculator

Key Takeaways

“3 out of 4 consumers who abandon online shopping carts plan to return” >> Don’t lose sight of your customer #Retargeting #Display2Sale

Send email cascades for users that don’t convert. 20 min post abandonment -> 24h -> 48h & w/increased offer #Display2Sale

Measure your #checkout experience to identify causes of abandonment with the online calculator #Display2Sale

3 keys to solving checkout abandonment? Reduce friction, build confidence & manage payment conversions #Display2Sale

@BlueSnapInc@VeUnitedStates

Questions?