This document discusses top ways to fight shopping cart abandonment, including: (1) using consistent cross-platform messaging to retarget visitors across devices and platforms; (2) optimizing the mobile shopping experience to capitalize on growing mobile commerce; (3) using promotions and discounts to incentivize purchases from abandoned carts; (4) implementing retargeting lists and customer matching to reconnect with abandoned cart visitors; and (5) integrating local and online commerce by bridging the gap between in-store and online shopping.

1. 1WordStream Confidential
Top 5 Ways to Fight Shopping Cart
Abandonment
Navah Hopkins
11.03.2016
Copyright 2016 WordStream, Inc. All rights reserved. #InternationalEcommDay

2. 2WordStream Confidential
A Little About Me + WordStream
Customer Success – Team Lead
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3. 3WordStream Confidential
We’ll Be Talking About:
• Why Does Shopping Cart Abandonment Exist
• Cross Ad Medium Messaging
• Mobile
• Retargeting
• The Localization of eComm
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4. 4WordStream Confidential
What Makes People Abandon
Shopping Carts?
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Shopping Cart
Abandonment is at 80%
Baymard Institute
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Some Reasons Why
• 66% of online consumers abandon their cart
because of problems with the payment process.
(RetailMeNot.com)
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7. 7WordStream Confidential
• 63% of online consumers said they were more
likely to return to a website that offers live
chat. (RetailMeNot.com)
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57% Won’t Recommend A Retailer With Bad
Mobile UI/UX
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SEM Can Only Send The Leads
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Let’s Work Magic With
What We Can Control
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Trick #1 Cross Platform Messaging
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First A Confession: I’m An Avid Witcher Fan
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So It Stands To Reason I’d Engage With
Witcher Merch
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Alas, They Didn’t Have My Size, So I
Bounced
No matter how
much I love it, it
won’t fit…guess it
wasn’t meant to
be
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Within 5 Seconds: On My Facebook Page
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85% of orders From Social Media Sites
Come From Facebook
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#1 In Shopping Box
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Don’t Forget YouTube
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Even Bing Had Me
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What Went Right?
 Consistent experience: Return
visitors are up to 6X more likely to
convert, but only if they’re sure they’re
in the right place
 Contextual placement was great
(particular on the youtube video)
 The ad followed around at a
reasonable pace of impressions.
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21. 21WordStream Confidential
What Went Wrong?
• Title is not keyword centric
• Price stayed the same/no promos to get
me to buy
• Missed opportunity to hit me in my
Facebook feed.
• No accounting for why I didn’t buy in the
first place!
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Trick #2 Owning eComm By
Owning Mobile
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Newsflash: Shopping Gets A Lot of Love On
Mobile
Credit: Andy Taylor/SearchEngineLand.com
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24. 24WordStream Confidential
Average Click Through Rates Compared to 2015
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
Computer Smartphone Tablet
Average CTR
July2016-Oct2016 July2015-Oct2015
1.64%
Data based off of 550 accounts with at least one shopping campaign
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Average Conversions Compared to 2015
0
20
40
60
80
100
120
140
160
180
200
Computer Smartphone Tablet
Average Conversions
July2016-Oct2016 July2015-Oct2015
180
Data based off of 550 accounts with at least one shopping campaign.
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26. 26WordStream Confidential
Average Cost Per Acquisition Compared to 2015
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
$40.00
Computer Smartphone Tablet
Average CPA
July2016-Oct2016 July2015-Oct2015
$37
Data based off of 550 accounts with at least one shopping campaign.
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27. 27WordStream Confidential
Mobile Might Be More Expensive, But The
Volume Is Clear
70% of online transactions occur on a mobile device.
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One Reason For This Might Be Price Extensions
Behold the Mighty Price Extension!
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Price Extension’s – The Hybrid Extension
With Over 10% CTR
The aggregated data in this post is based on a sample of four WordStream client accounts with early beta access to Price Extensions who were
advertising on the Google Search Network in May 2016.
@navahf
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Avoid Shopping Cart Abandonment By
Accounting for Device
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Trick #3 The Power of Promos
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Sales/Coupons Excite people
Over 80% of shoppers say they use more
than one promotional media type to make
purchase decisions. (Market Track)
40% of shoppers prefer receiving discounts
on purchases over loyalty program points
or a gift basket (Precima)
91% of brand loyal shoppers use coupons
(Valassis)
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33. 33WordStream Confidential
Begin with Dynamic Product Ads
Characteristics of good
Dynamic Product Ads:
• Include price (hopefully
with some sort of
discount)
• Include product
• Include your brand
• Simple design!
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34. 34WordStream Confidential
Your Shopping Ads Mean
You Already Have the Feed!
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35. 35WordStream Confidential
Contextual Images Are Powerful
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Even if I Already Booked, This Is Helpful
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Out of Place “Images” Are Not
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Search With Display Select RLSA = Bad
Time
• Budget should exclusively go to
search – display select directs
budget towards display campaigns
without crafting display ad.
• Don’t want to engage with PPC ad on
shaving site, no matter how much I
love both
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Trick #4 RLSA/Customer Match
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Abandoning = You’ve Been Tagged!
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Retargeting Lists Search Ads(RLSA) For
Shopping
• Membership has been
extended to 540 (display)
days!
• Catch folks who abandoned
you before
• One of the most receptive
audiences to promos
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Layering in RLSA Focuses the Budget
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43. 43WordStream Confidential
Customer Match: Use Emails
From Promos/Past Orders!
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New Customer Can Be Up To 6X More
Expensive Than Returning Customer
Source: invesp
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Trick #5 Local + eComm
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53% of consumers are willing to share
their current location to receive more
relevant advertising.
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62% of consumers share
local deals with friends.
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When Local + Ecomm Meet
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What’s the Experience Like?
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Let’s Go Shopping!
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“In Store” Signals the Local Landing Page
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What catches your eye?
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What’s Working Well?
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What catches your eye?
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Biggest Risk: I Can’t
Convert on That Page!
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56. 56WordStream Confidential
These Are Still in Beta
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57. 57WordStream Confidential
What Did We Learn?
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58. 58WordStream Confidential
Keep messaging consistent across content
mediums
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59. 59WordStream Confidential
Own Shopping By Owning Mobile
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Promos Are the Lifeblood of Shopping
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Adding Retargeting Through
RLSA & Customer Match
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62. 62WordStream Confidential
Bridge the Gap
Between Local
Retail and
eCommerce
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63. 63WordStream Confidential
List of sources outside WordStream Data
Sets
• Retail’s Main Event: Brick & Mortar vs. Online, RetailNext
• Retail’s Impact, National Retail Federation
• 13 Alarming Stats About Retail in Digital, Digiday
• 15 Holiday Retail Stats That Every Marketer Needs to See, AdWeek
• 2014 US Retail Industry Overview, About.com
• Hold the Phone: 66% of Time Spent With e-Retail is on Mobile, Internet Retailer
• How Proximity Marketing Is Driving Retail Sales, Forbes
• 15 Retailer Resources, Stats and Tactics, SnapRetail
• Speed of Delivery Is Important for Retail Shoppers, Accenture
• Trends in Retail Show US Consumers Plan To Spend More on Holiday Shopping, Accenture
• 12 Illuminating eCommerce Stats from January-March 2015, eConsultancy
• 5 Ecommerce Stats That Will Make You Change Your Entire Marketing Approach, Kiss Metrics
• 40 Amazing Online Shopping And Ecommerce Statistics, Selz
• Five 2015 Ecommerce Stats & Trends You Should Know About, PixelMEDIA
• 5 Stats Every Ecommerce Business Should Know, Gigya
• 7 Statistics About E-Commerce Shoppers That Reveal Why Many Consumer Stereotypes Don’t Apply
Online, Business Insider
• 13 Startling Customer Service Statistics, Parature
• 10 Useful Customer Experience Statistics For Your 2015 Strategy, Neosperience
• 38 Powerful Customer Experience Stats for 2015, Christine James of HissingKitty
• 10 Statistics from the Online Marketplace Seller Survey, Web Retailer
• 12 Retail Trends and Predictions for 2015, Vend HQ
• U.S. Social Commerce – Statistics & Trend, AdWeek
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64. 64WordStream Confidential
@navahf
nhopkins@wordstream.com
linkedin.com/in/navahhopkins
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