The Opportunities Behind Cart Abandonment to Drive Conversion Amy McWaters, Chief Operating Officer The SOL Group
The Hamper Emporium
Founded in 2007 as a subsidiary to a gourmet food wholesale business
Website launched in 2010
Wholesale business sold in early 2014
2015 vs 2014 – 100% growth
2015 - 40,000 hampers
2016
Gifts Australia Everything But Flowers
GA purchased in 2011
EBF purchased in 2014
Three new websites will be added in 2016
Projected revenue of $10 million in CY2016 across all websites
VIEW CART GIFT MESSAGING START CHECKOUT COMPLETE PURCHASE
Browser
VISIT SITE
Shopper
PLACE ITEMS IN CART
MOTIVATION
BUYER
COMPLETE CHECKOUT
AVERAGE SALE - $100
VIEW CART
GIFT MESSAGING START CHECKOUT COMPLETE PURCHASE
100%
100%
100%
100,000
100,000
100,000
80%
81%
80,000
81,000
82% 82,000
85%
86%
87%
68,000
69,660
71,340
75%
76%
77%
51,000
52,940
54,930
$5.1m
+$194,000 +$393,000 (+3.8%)
(+7.7%)
View Cart ď ľ
Start Checkout
Make it clear that the item has been successfully added to the cart
View Cart
Start Checkout
ď ľ
Make it clear that the item has been successfully added to the cart
ď ľ
Remove links to keep the customer in the funnel
View Cart
Start Checkout
Make it clear that the item has been successfully added to the cart
Remove links to keep the customer in the funnel
Cart contents clearly displayed and easy to understand
Easy to make changes to cart contents
View Cart
Start Checkout
Make it clear that the item has been successfully added to the cart
Remove links to keep the customer in the funnel
Cart contents clearly displayed and easy to understand
Easy to make changes to cart contents
Key information to reinforce benefits
View Cart
Start Checkout
Make it clear that the item has been successfully added to the cart
Remove links to keep the customer in the funnel
Cart contents clearly displayed and easy to understand
Easy to make changes to cart contents
Key information to reinforce benefits
Prominent checkout buttons
View Cart
Start Checkout
Make it clear that the item has been successfully added to the cart
Remove links to keep the customer in the funnel
Cart contents clearly displayed and easy to understand
Easy to make changes to cart contents
Key information to reinforce benefits
Prominent checkout buttons
Clear and concise gift messaging and card and wrapping options
Start Checkout
Complete Purchase
Minimally invasive registration process
Remove links to keep the customer in the funnel
Minimal steps - ask for necessary information only
Be clear about required/not required
Start Checkout
Complete Purchase
Minimally invasive registration process
Remove links to keep the customer in the funnel
Minimal steps - ask for necessary information only
Be clear about required/not required
Pre-empt or prevent validation errors
Freight options written with the customer in mind
Freight Setup Inform and set expectations
Language for the customer
Provide choice but don’t overwhelm
Start Checkout
Complete Purchase
Minimally invasive registration process
Remove links to keep the customer in the funnel
Minimal steps - ask for necessary information only
Be clear about required/not required
Pre-empt or prevent validation errors
Freight options written with the customer in mind
Final cost visible as payment is being made
Start Checkout
Complete Purchase
Minimally invasive registration process Remove links to keep the customer in the funnel Minimal steps - ask for necessary information only Be clear about required/not required Pre-empt or prevent validation errors Freight options written with the customer in mind Final cost visible as payment is being made Visually reinforce sensitive fields such as payment info
What is going to make the difference?
Minimise distractions
Provide reassurance and certainty
Build trust and credibility
Minimise uncertainty and fear
Reinforce benefits