Coupons Tactics To Decrease Shopping Cart Abandonment Rate

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Coupons & Carts - how to decrease cart abandonment rates (or in general conversion abandonment rates) by means of using online / offline coupons. Test coupons, coupon use processes and 'Enter Coupon Code' boxes. Pre-holiday hot tips to increase your e-commerce revenue.
The presentation by Anna Sebestyen was given at the first Web Analytics meetup in Budapest, Hungary (WAW: Web Analytics Wednesday)

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Coupons Tactics To Decrease Shopping Cart Abandonment Rate

  1. 1. Coupons & Carts Decreasing Conversion Abandonments via Coupons Web Analytics Wednesday Anna Sebestyen Budapest 2009 Distinct Dialogs Ltd. annasebestyen@gmail.com Friday, October 9, 2009
  2. 2. Cart Abandonment & Coupons Friday, October 9, 2009
  3. 3. Cart Abandonment & Coupons Study (PayPal & comScore) 45% of US online shoppers abandoned carts multiple times in 3 weeks. Friday, October 9, 2009
  4. 4. Cart Abandonment & Coupons Study (PayPal & comScore) 45% of US online shoppers abandoned carts multiple times in 3 weeks. average cost of abandoned goods Friday, October 9, 2009
  5. 5. Cart Abandonment & Coupons Study (PayPal & comScore) 45% of US online shoppers abandoned carts multiple times in 3 weeks. average cost of abandoned goods $109 Friday, October 9, 2009
  6. 6. 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 Friday, October 9, 2009
  7. 7. Coupon Hunting search engines Friday, October 9, 2009
  8. 8. Coupon Hunting social coupon sites Friday, October 9, 2009
  9. 9. Coupon Hunting site search Friday, October 9, 2009
  10. 10. Coupon Hunting site search Friday, October 9, 2009
  11. 11. Coupon Hunting site search Friday, October 9, 2009
  12. 12. Coupon Hunting site search NO MATCHES FOUND FOR COUPONS Friday, October 9, 2009
  13. 13. Coupon Hunting site search NO MATCHES FOUND FOR COUPONS Friday, October 9, 2009
  14. 14. No Coupon, No Sales Enter coupon code* ----------------------------------------------------------------- *quoting Bryan Eisenberg’s story here on Doctor Footcare’s vs. Dell’s conversion rates from Always Be Testing Friday, October 9, 2009
  15. 15. Coupons vs. Banners ----------------------------------------------------------------- ----------------------------------------------------------------- Friday, October 9, 2009
  16. 16. Coupons vs. Banners ----------------------------------------------------------------- • extended life media life ----------------------------------------------------------------- Friday, October 9, 2009
  17. 17. Coupons vs. Banners ----------------------------------------------------------------- • extended life media life • ‘my precious‘ everyone’s click ----------------------------------------------------------------- Friday, October 9, 2009
  18. 18. Coupons vs. Banners ----------------------------------------------------------------- • extended life media life • ‘my precious‘ everyone’s click • feels special feel mass ----------------------------------------------------------------- Friday, October 9, 2009
  19. 19. Coupons vs. Banners ----------------------------------------------------------------- • extended life media life • ‘my precious‘ everyone’s click • feels special feel mass • gift viral link viral ----------------------------------------------------------------- Friday, October 9, 2009
  20. 20. Coupons vs. Banners ----------------------------------------------------------------- • extended life media life • ‘my precious‘ everyone’s click • feels special feel mass • gift viral link viral • crafts intangible link ----------------------------------------------------------------- Friday, October 9, 2009
  21. 21. Coupons vs. Banners ----------------------------------------------------------------- • 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 ----------------------------------------------------------------- Friday, October 9, 2009
  22. 22. Coupon Future Trends? 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 Friday, October 9, 2009
  23. 23. Coupon Future Trends? • US 77% everyday use of coupons* 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 Friday, October 9, 2009
  24. 24. Coupon Future Trends? • US 77% everyday use of coupons* • 62% search for coupons for online stores 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 Friday, October 9, 2009
  25. 25. Coupon Future Trends? • US 77% everyday use of coupons* • 62% search for coupons for online stores • 12% check coupons before purchase (YoY +50%) 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 Friday, October 9, 2009
  26. 26. 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 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 Friday, October 9, 2009
  27. 27. 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 Friday, October 9, 2009
  28. 28. 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.) Friday, October 9, 2009
  29. 29. 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) Friday, October 9, 2009
  30. 30. ----------------------------------------------------------------- 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 ----------------------------------------------------------------- Friday, October 9, 2009

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