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Cart Abandonment Masterclass - Conversion & Landing Page Optimization Strategy

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OPTIMIZING THE POST-CLICK EXPERIENCE TO IMPROVE CHECKOUT RATE
During this session, we will discuss optimization hacks that eCommerce organizations can adopt to make their visitor journey delightful and increase checkouts. We have seen some of our clients improve conversions by over 10% just by adopting a few of these! We will also showcase a success story of a prominent eCommerce player and discuss the approach they adopted to improve conversions and checkouts.

Published in: Retail
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Cart Abandonment Masterclass - Conversion & Landing Page Optimization Strategy

  1. 1. 9:30 - 9:45 am PT 11 - 11:45 am PT TINUITI PRESENTS: BUILD A CART ABANDONMENT RECOVERY STRATEGY VIA SOCIAL ADS Today’s Timeline VWO PRESENTS: OPTIMIZING THE POST-CLICK EXPERIENCE TO IMPROVE CHECKOUT RATE BOUNCEX PRESENTS: ADVANCED TACTICS FOR A FULL-FUNNEL TRIGGERED EMAIL PROGRAM 10 - 10:45 am PT 1 - 1:45 pm PT12 - 12:45 pm PT TINUITI PRESENTS: CART ABANDONMENT STRATEGIES TO CLOSE THE FUNNEL TINUITI PRESENTS: IMPORTANCE OF AN INTEGRATED MEDIA STRATEGY
  2. 2. Today’s Logistics ● Session recording and slides will be sent ● Submit questions to our panelists ● Join in on our poll questions throughout ● Resources available as handouts Analicia Santaella Partner Coordinator
  3. 3. Rohit Dey Head of North America Business, VWO
  4. 4. Three things have drastically changed Why is CRO worth the effort? Audience Expectations Audience Behavior Marketer’s Goals
  5. 5. Your target audience expects great CX at every touch point! Including your website, landing pages, product pages etc. Audience Expectations
  6. 6. Be Relevant or Lose Customers There is no middle ground. 70% of business buyers says it’s absolutely critical for companies to provide a personalized experience. 74% of business buyers conduct more than half of their research online before making an offline purchase. 75% of B2B buyers would purchase again from suppliers that offered omni-channel capabilities.
  7. 7. People used to shop in a linear pattern. Linear Click Based Model But, that’s no longer the case. Audience Behavior
  8. 8. People now shop in more ways than ever before. 10* Touch points on an average to generate a qualified lead *https://www.onlinemarketinginstitute.org
  9. 9. The Evolution of Marketing Measurement 1999 - 2008 2009 - 2018 Today - Beyond The Click Era Marketing success is measured through clicks, but click fraud creates big issues. The KPI Era Marketers go beyond clicks with metrics like VTC and start to explore data-driven models for attribution. The Impact Era Tie marketing to revenue with deep insights into the journey and verify the touch points that lead to sales. Marketer’s (YOUR) Goals
  10. 10. Increase Revenue VWO Survey Results: What is the primary conversion goal of your website? Generate Leads More Engagement Others 48% 41% 11% 1%
  11. 11. An Effective CROProgram Kill three birds with one stone!
  12. 12. So What Does It Take To Winning with CRO?
  13. 13. The Gap! Source: ConversionXL, Econsultancy
  14. 14. What restricts you from scaling your conversion optimization efforts? No optimization roadmap/framework Institutional issues like low traffic Difficulty in understanding A/B test results Poor applicability of CRO tools 28% 37% 9% 8% Lack of buy from the leadership team 7% Other 11% VWO Survey Results:
  15. 15. Key Pillars of a Successful Conversion Rate Optimization Program Research Tracking metrics and identifying what parts of conversion funnel need fixing Hypothesis Constructing educated hypothesis, based on your research Prioritize Planning and prioritizing your hypothesis Test Testing your hypothesis against the existing version of the website Measure/Learn Deploying the winning hypothesis and/or gathering learning for subsequent tests Understand Audience Behavior Improve Audience CX Improve Conversions/Revenue
  16. 16. Progress Indicators Distractions Does your checkout process provide pathways to distraction? Eliminating alternative paths and re-engineering header equaled 17% increase to overall conversion.
  17. 17. Category Layouts Tweak how you present your category filters Goal of increasing PDP views “Sticky” header in test, condensed with dropdown 30% lift in category to product page progression
  18. 18. Pricing Presentation Isolate where you may have “information overload” This product page test eliminated warranty steps from product page and were rendered post cart-add via modal 25% add to cart increase, 27% conversion increase overall
  19. 19. Security Assurances Do not underestimate messaging power within the three key areas: Security, Guarantees, Shipping 9.3% lift in conversion after adding in additional messaging that reiterated these areas
  20. 20. Auto Zip Lookup Re-created the page to lead with zip code before city/state Using third party API we are able to populate the city/state field Increased overall conversion 7.8%
  21. 21. Add to Cart Response Experiment with actions, post cart add (click) Tested right to the cart, modal with recs, modal without recs Modal without equaled 20% conversion rate increase over control
  22. 22. Customer Type Targeting Goal: Make the re-ordering process easier Cookie returning customers and speak differently to segment with re-order messaging 8% increase in overall conversion Control Variation
  23. 23. Get Free Live UX Analysis Of Your Website Shoot an email at americas@vwo.com
  24. 24. Q & A Rohit Dey Head of North America Business, VWO
  25. 25. 9:30 - 9:45 am PT VWO PRESENTS: OPTIMIZING THE POST-CLICK EXPERIENCE TO IMPROVE CHECKOUT RATE 11 - 11:45 am PT Today’s Timeline 10 - 10:45 am PT 1 - 1:45 pm PT12 - 12:45 pm PT TINUITI PRESENTS: IMPORTANCE OF AN INTEGRATED MEDIA STRATEGY TINUITI PRESENTS: CART ABANDONMENT STRATEGIES TO CLOSE THE FUNNEL BOUNCEX PRESENTS: ADVANCED TACTICS FOR A FULL-FUNNEL TRIGGERED EMAIL PROGRAM TINUITI PRESENTS: BUILD A CART ABANDONMENT RECOVERY STRATEGY VIA SOCIAL ADS
  26. 26. Please hold for our next presentation starting at 1pm PT / 4pm ET TINUITI PRESENTS: CART ABANDONMENT STRATEGIES TO CLOSE THE FUNNEL

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