SHOPPING CART MARKETING Jason Kowal SIPA 2013
WHAT IS SHOPPING CART MARKETING?
THE 6 RULES OF SHOPPING CART MARKETING 1. Good content drives traffic. 2. Good design drives sales. 3. Have a mobile strategy. 4. Cross-sell whenever it makes sense. 5. Cart abandonment is an opportunity. 6. Give good reasons to come back.
1. GOOD CONTENT DRIVES TRAFFIC.
Source: comScore
2. GOOD DESIGN DRIVES SALES.
Source: Association for Consumer Research
WHAT MAKES FOR GOOD SHOPPING CART DESIGN? 1. A well-organized site. 2. Optimized presentation of conversion points. 3. Thorough user testing of the shopping cart process. 4. Smart, data-driven cross-selling. 5. Data collection before, during and after the sale.
OPTIMIZATION CASE STUDY: THE OBAMA CAMPAIGN “We executed about 500 a/b tests on our web pages in a 20 month period which increased donation conversions by 49% and sign up conversions by 161%.” - Kyle Rush, Obama Digital team
Source: kylerush.net
Source: kylerush.net
THE BASIC RULES OF SHOPPING CART TESTING •
Test it yourself.
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Get friends to test it.
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Get strangers to test it.
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Record the results
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Time them Keep tracking and testing after launch.
3. HAVE A MOBILE STRATEGY.
WHY DO I NEED A MOBILE STRATEGY? 1. The mobile market is already huge. 2. The mobile market is evolving with tablets. 3. Mobile users can react quickly to a good offer. 4. Mobile users have more money, and are willing to spend it via mobile device.
4. CROSS-SELL WHENEVER IT MAKES SENSE.
Source: Clymb.com
Source: apple.com
Source: bn.com
Source: contexomedia.com
5. CART ABANDONMENT IS AN OPPORTUNITY.
Source: Kissmetrics/Webcredible/Tech Crunch
Source: Adapted from comscoredatamine.com
Source: comScore
WHAT CAN I DO ABOUT CART ABANDONMENT? •
Trust is fragile; make it clear that your site is secure and you are trustworthy and easy to reach.
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Slow delivery dates can kill a deal; show delivery and payment options upfront.
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Don’t force registration before the sale is complete.
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Reach out to shoppers who are in danger of abandoning and ask them why?
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Make it easy to save a cart for later return.
6. GIVE GOOD REASONS TO COME BACK.
HOW TO GET SHOPPERS BACK IN THE STORE •
Reach out to shoppers with saved carts (assuming you’ve taken the steps above).
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Thank them repeatedly for their business, via email and direct mail.
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Ask customers how you can improve.
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Make appropriate cross-sell/up sell suggestions.
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Keep making great content.
Source: Global Thinking
Source: Global Thinking
SOME TOOLS FOR YOU TO CONSIDER •
CMS: WordPress and WP Touch for mobile
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Ecommerce platform: Magento desktop/mobile
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Page optimizers + analytics:
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Google Analytics, KISSMetrics for site + A/B
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Visual Website Optimizer, Unbounce, Optimizely, Convert.com for focused page design
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SEOMoz, Raven, HubSpot for SEO
THANK YOU! jkowal@globalthinking.com