The document discusses key factors influencing consumer purchasing behavior, highlighting product fit and price as primary motivators, alongside reasons for shopping cart abandonment. It identifies five main issues leading to cart abandonment and offers solutions such as lowering prices, providing free delivery, simplifying the payment process, enhancing information availability, and improving website speed. Additionally, it outlines critical elements for e-commerce success, including the importance of technology, content, search engine optimization, sensory engagement, and mobile responsiveness.

3. WHY PEOPLE BUY?

4. Two main reasons: product fit and price.
FEAR of loss and WANT are more
powerful than NEED.

5. TOP 5 FAILS
for shopping cart abandonments

6. 1. PRICE
Solution: Drop the price or communicate added value.
It is always too high.

7. 2. FREE DELIVERY
• eBay: from + 5 % to + 33 % revenue. 2BigFeet: + 50 %
conversion rate.
• Amazon: customers are willing to pay 30 % higher prices
for items with free delivery.
• The difference between cheap and free is huge.
Solution: Make delivery free.

8. 3. BUYING IS TOO HARD
• Don’t make the payment process
an obstacle.
• Do you really need all that data?
• The less you ask, the more you get.
Solution: Simplify the buying process.

10. 4. DOUBT
• Too little information.
• Nobody likes to buy pig in a poke.
• Does it fit? Can I return it?
• Zappos = no questions asked -return policy…
unlike in Finland.
Solution: Give peace of mind. Livechats, FAQ, pictures…

11. 5. SPEED!
• Every second the user has to wait gives your
competition opportunity to steal the deal.
• Amazon: 1 % revenue loss per 100 ms of
loading speed!
Solution: Make site faster.

12. SECRET SAUCE
Top 5

13. 1. TECHNOLOGY
• Analytics. Where does the money
really come from? Calculate
conversion KPI and resulting ROI.
• Monitoring. What is happening,
and is everything ok?
• Ecommerce is not about
technology. It is about business.

14. 2. CONTENT
• Create content that sticks.
• Product reviews.
Be transparent!
• Adding site on a Google+
results indexing < 10 minutes!

15. 3. SEARCH ENGINES
• SEO in Finland = Google (97 %).
• Best place to hide a body is on
the second page of Google…
• YouTube is the second most
popular search engine.

16. 4. USE ALL SENSES
• Use good quality images.
Lots of them.
• Videos.
• Write engaging copy.
• Use stories.

17. 5. MOBILE
• Mobile first & responsive design.
• Speed.
• Clear conversion paths.
• Good usability: the less friction on different steps the better.

18. SOCIAL MEDIA

19. NO MORE B2B OR B2C

20. IT’S H2HHuman to Human

21. BE PREPARED
• Beware of the “Streisand effect”.
• You cannot control social media, only influence the
discussion… maybe.
• Social Media crisis is an opportunity to achieve
good PR.

22. FINAL THOUGHTS
Peeking on the crystal ball

23. OBVIOUS STUFF
• Mobile will be the most important sales channel… most
of the items.
• Better logistics infrastructure will bring food closer to our
door. It will be easier to buy, with more options to
choose from.
• Locally global renaissance of craftsmanship: Toshi
straps, Etsy, Thumbs Up!

24. EXITING STUFF!
• Internet of things will be part of our
daily lives, but slowly.
• Augmented reality, how will it affect us?
• Integrating e-commerce stores to
physical space.
• 3D printing.