Yieldify checkout abandonment seminar
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Defeat checkout abandonment in the long-term and short-term with these top tips examples and examples from Yieldify's expert optimisation consultants
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Yieldify checkout abandonment seminar
- 2. Mark Ash VP Global Services Nick Hudson Director, APAC
- 3. This morning’s agenda 1. Intro to Yieldify 2. A game of two halves a. Checkout abandonment: the long game b. Checkout abandonment: the quick wins 3. Questions
- 5. We enable e-commerce brands to deliver customer journeys that convert
- 6. A combination of technology and services
- 7. Fighting checkout abandonment: a game of two halves
- 8. 22% of marketers are happy with their conversion rate
- 10. Money spent on acquisition $91 Money spent on conversion $1
- 11. 60%-80% of retail carts go abandoned
- 12. So where do you start?
- 14. Checkout abandonment: the long game
- 15. 1 shipping
- 16. 44% abandon because of high shipping costs
- 18. 2 hidden figures
- 19. 49% get put off by hidden costs revealed at the last minute
- 22. 10% abandon because the checkout takes too long
- 25. 30% abandon when asked to register upfront
- 27. 5 no images
- 28. 92% say visuals are the biggest factor influencing purchase decision
- 30. 6 follow up
- 31. 16% are just not ready yet
- 33. 7 review your payment options
- 34. 8% didn’t see their preferred payment method
- 36. 8 be trustworthy
- 37. 13% are unsure about site security
- 38. ConversionXL Institute - December, 2017
- 39. Question... Which of these can you get done in Q1?
- 40. 1 Offer free shipping 2 Show all costs in your cart tab 3 Shorten your checkout process 4 Introduce guest checkout 5 Adapt your checkout imagery 6 Introduce email remarketing 7 Review your payment options 8 Introduce trust signals
- 41. Checkout abandonment: the quick wins
- 42. 1 How to spot it 2 How to solve it
- 43. 1 Can I get it cheaper?
- 44. Spot it 1. Starts to exit on the page with total price 2. Selects and copies product name
- 45. Solve it
- 46. 1. Show that you’ve got the best offer
- 47. 2. Create a sense of urgency
- 48. 3. Incentivise with an offer (last resort)
- 49. 2 I bet I can find a promo code...
- 50. Spot it 1. Similar to ‘Can I get it cheaper’ 2. Depends on how prominent your promo code field is
- 51. Solve it
- 52. 1. Show that you’ve got the best offer
- 53. 2. Provide your own code
- 54. 3 I need a second opinion...
- 55. Spot it 1. Extended dwell-time on the cart or summary page 2. Multiple views of the cart summary page followed by exit
- 56. Solve it
- 58. 2. Highlight your returns policy
- 59. 3. Save, share and email
- 60. 4 I can do this later...
- 61. Spot it If the checkout process goes beyond the cart page, but no (or few) form interactions before abandonment
- 62. Solve it
- 63. 1. Promote ease of completion
- 64. 2. Highlight easy payment methods
- 66. 5 What do I do now?
- 67. Spot it 1. Extended dwell on form pages 2. Extended dwell on a particular field
- 68. Solve it
- 70. 2. Offer support
- 71. 3. Promote FAQs
- 72. 4. Make your progress CTA clear
- 73. 6 Is this site secure?
- 74. Spot it Exit from payment or summary page, having interacted with payment options
- 75. Solve it
- 79. Questions?
Editor's Notes
- Good morning and welcome Thanks for coming and spending your morning with us. we’ve got some great content to run through today, on a topic that I’m sure is high on priority list for all of you - how to defeat checkout abandonment By the end of the morning we’re aiming for everyone to have some new ideas to take away and hopefully a little reassurance on some exciting ideas or projects you have in place.
- Intros Mark intro Joined Yieldify in July last year as our VP of services. He’s got a lot of experience and has been in the industry for almost 20 years.. He’s added a lot to our services offering and shaping our future roadmap so we’re very excited to have him here and to meet you all today.
- Content
- For those of you don’t know. Yieldify has been operating since 2013. Since then we have grown to be the conversion specialist partner for over 1,000 websites and delivered over 50,000 campaigns.
- Our focus as an organisation is to work with brands to improve their conversion performance, making it simple for their consumers to engage with their brand and ultimately drive the purchase decision. To achieve this we need to understand the complexity of the modern customer experience, which is made up of a web of individual interactions and cognitive steps on their path to crystallising a purchase decision. It is our job to help consumers engage with your customers in a way that creates a positive experience with your brand, one that leaves them in no doubt that they should buy from you and not your competitors.
- How do we do this…. A combination of machine learning technology and a wealth of first-hand expertise that has crafted thousands of onsite optimisation campaigns. Whilst our technology enables us to target campaigns with the precision needed to nudge consumers in the right direction with the right message at the right time, it’s the experience of our web analysts, multi-channel marketers, CRM specialists and behavioural economists that help define the optimal messaging strategy.
- In today’s seminar we’ll be covering the specific issue of checkout abandonment. As with everything in digital, it’s a combination of short-term wins and long-term strategies.
- Why is it important – well as marketers, we define success by conversion rate – and making sure we get as many as people through the checkout as possible. And few marketers are satisfied with their conversion rate and recognise wastage according to recent research.
- But it’s hardly surprising...
- ….Given how much is spent on acquisition relative to conversion as a practice. And this amount is only going to increase, as global competition increases. The new threat from the Amazon/Alibaba’s of this world and reduction in organic search diversity from media giants leads to reduced organic access to consumers and increase cost of acquisition. As marketers, we are always driven by the imperative to be more efficient with what we have.
- Which is a tragedy given, the vast majority of carts go abandoned – this is an opportunity and imperative for retailers to address – as it is one of the key drivers affecting overall conversion rate and something your competitors will actively exploit. Today’s consumers are driving the relationship with retailers and the experience is the new battleground.
- MARK
- You start by analysing the breadcrumbs of behavioural data that consumers leave behind as they navigate your web content, and we use this information to identify the cognitive processes and emotions that consumers experience on path to purchase i.e. when they are excited, scared, confused, inquisitive, gathering information, comparing, wish-listing, dreaming or looking for inspiration… and use this to trigger timely, personalised messaging to engage them with your brand and ultimately guide them towards the next step in the buying process. Too often, many companies launch buy messaging without understanding the context for the visit or its timeliness. For us it is the small idiosyncrasies of this process that determine the outcome of successful or unsuccessful campaigns…. It separates a pleasant, informative, engaging, inspiring and entertaining experience from an intrusive, insipid, uninspiring or irritating one.
- Countless theories and experiments I’m going to focus on 8 research backed reasons for checkout abandonment and discuss some long term adjustments to help The most painful point to lose a sale - journey to this point. Branding, social media to engage them, the google shopping add to drive them to site, the site UX, product images, onsite optimisation - all directing the user to add something to their cart. Expensive and painful for you - we want to minimise the drop off Time consuming and frustrating for the user too - they’ve gone through the full journey to find the product they want, choosing you as the provider
- Not only offering free shipping, but simply highlighting your shipping policy EARLY can help this.
- High volume retailers like TopShop have the luxury of being able to afford a free shipping offer ongoing. This won’t be an option for most but a purely online retailer could absorb the cost of shipping into their items. For a multichannel retailers this may cause some problems as it could lead to different prices across online and offline - something worth avoiding. What almost all of you will have is the ability to offer free shipping over a certain threshold. Making this known early can remove this surprise element and increase transparency for the user. Think about where this is displayed too - Along the top bar, close to the home button will be a good fit for most. But do some research on the click behaviour on your site. There are simple heatmapping solutions out there like Hotjar that can help identify hot spots that are unlikely to be missed.
- This includes ALL possible extra costs, including shipping, taxes, booking fees, set up costs for services
- Coming back to our points on free shipping, some costs you can’t escape but being transparent about them from early on will reduce the element of surprise
- A well functioning mini basket is a great tool here. Most of you will have some form of mini basket but the metric that is often left out is the subtotal. The final cost can often be overlooked when you’re adding a bunch of smaller items into your cart. This also brings these additional costs to the surface if there are any. Giving clarity early on to avoid those last minute surprises.
- https://baymard.com/lists/cart-abandonment-rate If you’re using an ecom platform like shopify or magento, some of this work may be done for you as this can be templated. Shopify for example have optimised to a 3 step process over time This can be quite different from industry to industry. For traditional retail, shortening this process is relatively straight forward. For more unique cases, like telco - extra steps like credit checks may be required. In this case, a longer than normal checkout process is inevitable.
- Making their progress clear is an alternative This is quite a succinct three step process with the addition of clear steps to track progress For the longer checkout funnels, small prompts around the amount of steps to go or estimated time to completion can help discourage drop off. If they’ve made it this far, chances are they have decided to make this purchase. They’re going to have to complete this at some stage. Congratulate them for making it his far and encourage them to keep going.
- This is a fun one and one that can lead to a lot of internal debate between ecom and CRM managers Your customers expect convenience. In eCommerce, one factor to convenience is imminent. Customers want to do things quickly and have instant results. Spending more time and effort than expected is a significant source of friction. 22% of cart abandoners do not complete their purchase when they are required to create a new user account. The solution? To state the obvious, don't force first time buyers to create an account before they can complete their order. Offer guest checkout. Additionally, take some time and identify other points of friction in the checkout process that may be causing customers to spend more time and effort.
- Checkout usability expert Christian Holst found 30% of users abandoned their cart(scroll to point 10) when asked to register upfront.
- Where possible, introducing a guest checkout can remove this obstacle. A relatively well known case study but it’s a goodie - when ASOS removed the compulsory sign up and included a guest checkout option they saw a 50% reduction in abandoned carts (econsultancy 2011). This can lead to a drop in sign ups and is likely to be a hotly contested topic between ecommerce and CRM managers. Will the increase in sales outweigh the potential decrease in leads - there are certain compromises. Social log ins. To use ASOS as an example again, they moved to a social log in led process for new users. The facebook and twitter buttons holding the prominent screen positions when checking out as a non member. The do still have the guest checkout option available but it is the secondary position. Post purchase sign up push. This removes all possible barriers in the checkout process and allows you to focus on converting the order. Once the user comes out the other side, they’ve made their purchase, they’ve had a seamless experience. Now push the newsletter to stay up to date with latest releases, or push the social links to stay in touch through instagram.
- Shopping is store is a visual and tactical experience. You want to replicate this as much as possible online.
- This is usually done very well on the product pages, various product shots, model images help sell the product to the user. But once this is added to cart, they often won’t see another high quality image of the item. Visuals of what they are purchasing throughout the process adds constant reassurance. And if they do decide to leave, cookies will often repopulate the cart when they come back. If you land back on a site, see you’ve got items in your cart, you take a look at the cart and can clearly see what you have, it eases the transition back into the purchase funnel.
- In some cases, all of the optimisation in the world won’t convert a user if they simply aren’t ready to buy. They may be researching on public transport with no time to complete the purchase. Maybe it’s a few days before pay day and they simply can’t afford it. Keep them warm, take their details and follow up.
- Cart abandonment emails are nothing new but surprisingly the adoption rate is quite low. Only about a third of retailers will use them. Head office in London are in the middle of reformatting our abandon cart email format with GDPR coming in. This is the General Data Protection Regulation impacting european retailers from May. Something we’re not as affected by in Australia - unless you do have europe based customers. The major restriction coming in with these is that you can no longer scrape email addresses without explicit permission from the user. So scraping emails from the cart page and pushing through an abandoned basket is a no no. There are other options though, like asking if a user would like their basket sent to them to finish later - giving them the option. Sends might decrease but you’ll likely see higher engagement and a higher conversion rate as they have opted in to receive it.
- According to ClickandBuy, over 50% of shoppers will not complete a purchase if their preferred payment options are not offered. -- Credit and debit cards are both in the top three, as expected. Other electronic payments like paypal are continuing to grow in popularity. They save your payment details so it’s another way to shorten that checkout process. This is growing further with the addition of the buy now, pay later solutions. Afterpay and Zip pay in Australia, Part Pay in New Zealand. These have revolutionised ecom payments. Some of our clients have seen up to 50% of transactions run through Afterpay after launching There are fan groups on social media - We love afterpay australia is a private FB group with over 100,000 members that use people power to convince retailers to add Afterpay as a payment option. They’re changing the way people shop.
- https://vwo.com/blog/anatomy-perfect-checkout-page/
- Introducing trust badges and certifications can easily assist here. When looking at the most familiar and most trusted badges, it’s not surprising to see the payment solutions being the most familiar. They’re also incredibly useful when it comes to trust. Paypal rounding out the top three with Norton and Google Trusted stores with badges that make consumers comfortable when transacting online Other touches like having clear contact details, phone number, a physical address. Even team bios for those smaller teams can add a nice personal element and make the user more comfortable.
- Introducing trust badges. Launching remarketing emails. These may be achievable in the short term. But most of these require a fair amount of time and resource to build, implement and test. I’m going to hand over to Mark now to run through some of the quick wins and touch on ways you can test the impact of these without committing the time and investment too early.
- So in our final section, I’m going to talk specifically about more short-term quick wins you can employ to make immediate impacts on controlling checkout abandonment…
- I will do so by outlining how you can spot a certain type of behaviour. Once we identify that segment/behaviour – we define a solution for it.
- We’ve all done this...Price comparison across amazon, dept stores. It’s an inherent human behaviour to make sure they are getting the best deal. The elation seems to stem from two places. People's perception that they'd been treated fairly, and people's self-evaluation. Evidence suggests that it reflects back on them as a sort of rational, good, effective, skilled shopper, A lot of people initially research from manufacturers or brand authorities – then shop around to see if they can get a better deal from someone else. So you need to provide a strong message to detract them from feeling that they will find it elsewhere.
- Tell-tale signs: They exit on total price page. If delivery isn’t explicit, they will wait for total price page to jump off. Another tell-tale sign is that they cursor select product name to copy – which is something we can detect and act on.
- Show that you have the best offer, offer price match guarantees, or identify the risks of cheap alternatives, or other benefits from staying direct (FD or returns). Emphasise wasting time going elsewhere. Don’t shy away, shout about it. Shoppers feel pain with every purchase (especially tightwads and spendthrifts) – trick is to reduce the cost tension: Reframe the value (break it down into chunks) Bundle it (individual purchases create individual pain points, bundled purchase creates only one pain point, even if the price is greater Reduce impact through copy (Researchers changed the description of an overnight shipping charge on a free DVD trial offer from “a $5 fee” to “a small $5 fee” and increased the response rate by 20 percent).
- Create a sense of urgency: Use countdown timers or social proof during sale periods. Giving them an impetus to commit now. Availability warnings. Delivery proximity (i.e. next day option will soon be over). Make sure countdown timers don’t go on for too long (48 hrs), otherwise they can have an adverse effect (laxadaisical – I’ve got plenty of time). With social proof, need to make sure you have a clear CTA. Invoking urgency has a much greater positive effect when follow-up instructions or clear CTA is given.
- Incentive with offer – but last resort – don’t want to create promo culture, does drive short-term but long-term degradation of LTV. Restrict to new visitors, high ticket items, at-risk customers Be careful of devaluation effect of promo tactics (can make people think product is defective. Get around it by reframing (i.e. gift card or gift with purchase)
- Provide your own code. Why risk them finding a competitor code. However, firstly lower the prominence of code fields. If you are not using it, collapse into site structure. Evaluate structure – only show it when it is necessary. i.e. only use for loyal customers and unlock it just for them based on URL parameter. Promote the element of exclusivity and cache. Take the opportunity to enable self-identification as a premium shopper. Our brain seeks to maintain a sense of consistency (even if it’s artificial), we enjoy being consistent so much that even being told we are a part of a group makes us more receptive to it’s message, as long as it’s something we approve of. This is why “gold” or “platinum” status works effectively for a customer loyalty program. People who are labelled as “superior” consumers tend to spend more, and those in the “regular” class aren’t affected Experiment with constraining GWP, discounts around multiple products. Domino’s – competitors have promos so they offer one – but its contextual based on what is in the cart. Try and upsell (just under a particular tier). AOV falls less than the discount. Always incremental.
- More of a factor for significant purchases often when you refer to spouse or partner or friend. Dyson – get someone to plug in and feel the power. Good returns policy is part of the sales process. Certain goods – Simba beds – try in store before you buy. Some goods you have to experience to validate that initial decision.
- Promote trust symbols: reviews/videos – deliver context (i.e. used for same purpose). We have a partnership with trust pilot – to promote overall trust symbols but personalising the curation of reviews for certain journeys. Remind buyers of your USPs at every turn of the checkout process. When a potential customer is on the verge of completing a purchase from your business, they are heavily influenced by how quickly they can receive gratification for parting with their hard-earned money. Several (MRI) studies show that our mid-brain lights up when we think about receiving something right away (and that’s the one we want to fire up). Words like “instant,” “immediately,” or even just “fast” are known to flip the switch on the mid-brain activity that makes us so prone to buy. These keywords allow us to envision our problem being solved right away.
- Highlight returns policy – in browser bar – raising prominence of content that is usually hidden lower down. Yieldify helps to amplify or raise the focus of important information, when you need it most.which you can’t get that from CMS. Another example, if you are suffering from extreme drop-off for high ticket items, arrange in-store visit to experience.
- Save and share – save your basket/email remarketing – email it to others for social validation.
- Promote ease of completion. Contextualise with time or number of clicks or time taken to save XX. Gyco – insure – only takes you 15 mins to save XXX. Show minimal parameters needed to act. When making a request for people to take action, clearly identify the minimum effort needed in order to help people break through “action paralysis”
- Payment methods. Checkouts likely to disappear replaced by seamless forms & one-click checkouts – making multiple payment options visible will reduce friction. Amazon lost their patent for one-touch checkout. Similar to app store experience. Afterpay – very important for mobile. If you have credit options – removing barriers to purchase and you can inflate their basket size as they have immediate payment availability - $300 in basket. Show example of $400 – to encourage basket inflation.
- Create urgency. Driven by scarcity and social proof. Fast fashion, hotel rooms, stock availability, time of day for delivery. Reverse social proof – not following the crowd, uniqueness.
- Identified by extended dwell on pages or a field or back/forth navigation patterns, then exit. This issue can take the form of customers either not knowing how to proceed, or not knowing what details to enter. This is particularly common for financial services, which will sometimes require very specific information to be entered. The customer might display extended dwell on form pages such as details, delivery or payment, but have engaged with most or all of the other form fields. Progression through the form but dwelling on a specific field.
- Review copy – what can be misunderstood. Use tool tips. Using heatmapping/session recording to identify common issues in UX. Error trapping in analytics. Yieldify offers timely help message delivery mechanism to solve specific problems rather than overwhelming the page. Tool tips create a walk-thru.
- Offer support. Staysure – ensuring layers of support to reduce friction. If someone is struggling – use other channels (Callback, live chat).
- Promote FAQs or troubleshooting pages to help your customer answer their own question before they leave your site (so long as content is filtered
- Deliver a clear progression CTA showing your customer what to do next – the next step may not be obvious to all users
- Highlight trusted payment methods and trustmarks - and link it with reviews
- Offer a chat window or phone number so customers can ask questions - if people feel unsure (older generation) about progression. Trigger on timer. Unique phone numbers needed to correlate sales back
- Incorporate reviews and other social proof
- The checkout experience isn’t just important for the single sale. The ease with which someone completes the process and how they feel directly after completion will have a direct impact on whether they return to purchase. This can be compounded by post completion messaging, such as showing happy customer stories, useful FAQs and post-sale customer service information which validates their decision. This not only increases 2nd sale purchase rate but the HALO effect can drive social advocacy and peer recommendation.