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Tips en Tricks voor het tegengaan van website verlating

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Ve Interactive daagt continu de e-commercebranche uit door het ontwikkelen van toonaangevende en innovatieve technologieën. Deze technologieën zijn gericht op het direct verlagen van de websiteverlating en daardoor het verhogen van online conversies. Deze presentatie geeft inzicht in hoe je door middel van een korte-en langetermijn strategie website verlating tegen kan gaan.

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Tips en Tricks voor het tegengaan van website verlating

  1. 1. Marjolein Koppelaar Ve Interactive Amsterdam Twitter along! @VeBenelux #ETS13
  2. 2. Wie is Ve Interactive? • Opgericht in 2009 • Ve Interactive Acht vestigingen wereldwijd • Vier international desks Increasing revenues for online retailers Operating worldwide
  3. 3. Let‟s talk about…. Shopping cart abandonment!
  4. 4. • Quote leaving things How big is this problem?
  5. 5. THE FACTS • “I don‟t have a shopping cart abandonment problem” – On average, 91% of people abandon in the checkout • “People that abandon will come back themselves at some point” – „Natural return rate‟ : 5% – Online price comparison: 75% Sources: Forrester Research, Econsultancy.com, Ve Interactive
  6. 6. Why do people abandon in the first place?
  7. 7. 1. ‘Window shopping’ – 57% 2. Saving items – 56% 3. Delivery costs– 55% Bron: comscore.com & entrepreneur.com
  8. 8. What now?!
  9. 9. Hoe los je dit probleem op? • Long-term strategy • Short-term strategy
  10. 10. 1. Long-term strategy: Optimise your checkout!
  11. 11. 1.1 Have a clear design with logical steps in your checkout
  12. 12. 2. Have a clear and complete overview of the total costs
  13. 13. 3. Be clear about the delivery date
  14. 14. 4. Possibility to save the shopping cart
  15. 15. 5. HAVE DIFFERENT PAYMENT METHODS
  16. 16. 2. Short-term strategy: Send a remarketing e-mail
  17. 17. • Send an email • Remind your visitor • Lead them back • Let them convert
  18. 18. • Easy to set up • Extra revenue • Focus on optimising checkout
  19. 19. • Strong email • Keep testing • Timing of email
  20. 20. 1. Goede e-mail – een aantal basispunten Clear CTA’s Show an interest Give them an extra push to come back Remind them of the abandoned products Combinations of text links and buttons Clear CTA’s Give the possibility to unscubscribe for this kind of email
  21. 21. And then… testing!
  22. 22. Personalisation
  23. 23. Cascade
  24. 24. Criteria filters
  25. 25. Baseer beslissingen alleen op data Functionality Testing period Increase/decrease Personalisation November 2012 - 5% Product feed December 2012 + 30% Cascade January 2013 + 10% Criteria filter February 2013 + 15%
  26. 26. • It’s more than just the technology • Make sure you either work with a specialist or have one in-house
  27. 27. Take-aways • 91% of your visitors abandons in the checkout – 5% comes back naturally. • Put a strategy in place for your shopping cart abandonment • Long-term: optimisation of the checkout • Short-term: remarketing emails • Remarketing emails: • Make sure your have a sufficient basic email • Test different functionalities to discover what works best for your website and target group • Make decisions only based on data
  28. 28. @MarjKoppelaar @VeBenelux info@nl.veinteractive.com

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