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

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

Coupon Hunting
search engines

Coupon Hunting
social coupon sites

Coupon Hunting
site search
NO MATCHES
FOUND
FOR
COUPONS

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

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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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

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.)

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)

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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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