Shopping Cart Abandonment Emails: Trends & Opportunities #Infographic
6 Ways to Conquer Mobile Cart Abandonment
-
Upload
net-affinity -
Category
Mobile
-
view
98 -
download
0
Transcript of 6 Ways to Conquer Mobile Cart Abandonment
2 OUT OF 5mobile shoppers have
abandoned a travel bookingon a mobile device due topoor use experience alone.
S O U R C E : J U M I O S T U D Y 2 0 1 5
A L M O S T
LAST YEAR, THE TRAVELINDUSTRY LOST
IN THE UK ALONE TOABANDONED BOOKINGS.
£2.5 BILLION
S O U R C E : J U M I O S T U D Y 2 0 1 5
As of September 2016, NetAffinity clients saw51% of their traffic
on average coming from mobile.
THAT MAKES MOBILECART ABANDONMENT
A BIG DEAL.
TRANSPARENTPRICING
SHORTFORMS
PAYMENT PROCESS:SECURE AND SIMPLE
W W W . N E T A F F I N I T Y . C O M
01 02
03OUR TOP 6WAYS
T O R E D U C E M O B I L EC A R T A B A N D O N M E N T
QUICKLOADINGTIMES
04TESTINGAND
SURVEYS
05
REMARKETING6
WHEN THE FULL PRICE ISONLY REVEALED AT THEEND OF THE BOOKING
PROCESS.
53% OF TRAVELBOOKINGS ARE
ABANDONED
S O U R C E : S A L E S C Y C L E S T U D Y 2 0 1 6
This is especially an issue for hotelsshowing rates as per person sharing, or
per room per night for longer stays.
W W W . N E T A F F I N I T Y . C O M
While Net Affinity data shows that a perperson rate draws in more users
initially, the huge drop off means youend up with fewer bookings overall.
W W W . N E T A F F I N I T Y . C O M
THE BOTTOM LINE?
A TOTAL STAY RATESHOULD BE SHOWN UPFRONT ON MOBILE TO
REDUCE CARTABANDONMENT.
The constraints of mobile devicesand the context of use (e.g. on the
move or when distracted) putsstrict limits on what you can
expect users to do when bookingon mobile.
W W W . N E T A F F I N I T Y . C O M
W W W . N E T A F F I N I T Y . C O M
GET RID OF UNNECESSARYELEMENTS.
Omit optional fields.Do you really need the guest's
address the moment they book?
W W W . N E T A F F I N I T Y . C O M
Mobile commerce is big businessfor travel: Skyscanner saw mobile
conversions grow by 24% from 2014to 2015, with mobile as 42% of all
conversions.
MOBILE SITES WITHOUTQUICK AND SECURE
PAYMENTS ARE MISSING OUT.
W W W . N E T A F F I N I T Y . C O M
While Google and Apple areworking on their digital wallet
solutions, adoption of these hasbeen slow in areas across Europe.
It's one to watch for the comingyears.
W W W . N E T A F F I N I T Y . C O M
Consider removing bookingdeposits.
Pros: OTAs don't typically ask usersfor pre-payments, so it may make
sense to match them.
Cons: Users may be more likely tocancel if they don't have a deposit
on the line.
Weigh up the costs and benefits!
W W W . N E T A F F I N I T Y . C O M
Mobile users want to browse andbuy quickly.
79% of web shoppers who havetrouble with a site's performancesay they won't shop there again.
44% would tell a friend.
W W W . N E T A F F I N I T Y . C O M
When you're designing your mobilesite, be sure the information is
100% relevant.
Make sure the imagery and videoyou're using aren't affecting sitespeed. Otherwise, you might bedoing your site more harm than
good!
W W W . N E T A F F I N I T Y . C O M
Here are 3 options to analyse yourmobile site's performance:
GOOGLE ANALYTICSONLINE USABLITY TESTINGQUALITATIVE TESTS
W W W . N E T A F F I N I T Y . C O M
1. GOOGLE ANALYTICS
Go to 'Behaviour Flow' in Analytics.Where in the booking funnel are users
leaving? Examine those pages to find outwhat might be affecting their decisions.
Often, it's one or two specific issues,like loading too many rate plans or not
showing the full price up front.
W W W . N E T A F F I N I T Y . C O M
2. USABILITY TESTING
Use tools like heatmaps, scroll maps anduser session video replays to find out
precisely where your potentialcustomers are experiencing friction.
The data from these tests is more thanworth the invstment.
W W W . N E T A F F I N I T Y . C O M
3. QUALITATIVE TESTS
Consider an exit intent poll - whensomeone leaves the booking processwithout booking, pop up a poll to ask
them why they're leaving.
Alternatively, send a feedback survey tousers who have booked in the last 7
days. Include an incentive for filling outthe survey to increase repsonses!
REMARKETING:ON SCREEN , EMAIL
& PAID
W W W . N E T A F F I N I T Y . C O M
0 6
GET RID OF UNNECESSARYELEMENTS.
W W W . N E T A F F I N I T Y . C O M
Remarketing gives you theability to bring back users who
were just browsing, and asecond chance with abandoned
bookings.
W W W . N E T A F F I N I T Y . C O M
Use the essentialremarketing trio:
On screen prompts, emailretargeting and paid
remarketing.
W W W . N E T A F F I N I T Y . C O M
ON SCREEN PROMPTS
If a user attempts to exit thescreen, you can present a lastminute prompt to encourage
them to continue booking.Simply re-enforcing a ‘book
direct’ message can keep peoplebooking and reduce mobile cart
abandonment.
W W W . N E T A F F I N I T Y . C O M
EMAIL REMARKETING
The email you send should bepersonalised to the guest, mobile
responsive and include the details ofthe abandoned basket. Make it aseasy as possible for them to finish
the transaction.
A max of two emails is recommendedfor retargeting.
WWW . N E T A F F I N I T Y . C O M
PAID REMARKETING
Paid remarketing follows yourleads to other websites with
related offers. They're designed tokeep you first in the minds of your
guests.
WWW . N E T A F F I N I T Y . C O M
Just make sure to use frequency capsso users don't see them too often! 3
per day max.
WWW . N E T A F F I N I T Y . C O M
These 6 tips are the first steps in astrategy to conquer mobile cart
abandonment.
Traffic on mobile is higher than ever,but desktops still generate morebookings. This is usually down to
usability and trust issues – the 6 tipsabove are designed to fight those
issues and get your mobile site thebookings it deserves.