Amy McWaters, The Hamper Emporium
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Transcript of Amy McWaters, The Hamper Emporium
The Opportunities
Behind Cart Abandonment
to Drive Conversion
Amy McWaters, Chief Operating Officer
The SOL Group
The Hamper Emporium
Founded in 2007 as a
subsidiary to a gourmet food
wholesale business
Website launched in 2010
Wholesale business sold in
early 2014
2015 vs 2014 – 100% growth
2015 - 40,000 hampers
2016
Gifts Australia
Everything But Flowers
GA purchased in 2011
EBF purchased in 2014
Three new websites will
be added in 2016
Projected revenue of
$10 million in CY2016
across all websites
BUYER
Shopper
Browser
COMPLETE
CHECKOUT
PLACE ITEMS
IN CART
VISIT SITE
VIEW CART
START
CHECKOUT
GIFT
MESSAGING
COMPLETE
PURCHASE
MOTIVATION
VIEW CART
START
CHECKOUT
GIFT
MESSAGING
COMPLETE
PURCHASE
AVERAGE SALE - $100
82% 82,000
100% 100,000
100% 100,000
80% 80,000
81% 81,000
100% 100,000
85% 68,000
86% 69,660
77% 54,930
87% 71,340
76% 52,940
75% 51,000
$5.1m +$194,000 (+3.8%)
+$393,000 (+7.7%)
View Cart Start Checkout
Make it clear that the item has been successfully added to
the cart
View Cart Start Checkout
Make it clear that the item has been successfully added to
the cart
Remove links to keep the customer in the funnel
View Cart Start Checkout
Make it clear that the item has been successfully added to
the cart
Remove links to keep the customer in the funnel
Cart contents clearly displayed and easy to understand
Easy to make changes to cart contents
View Cart Start Checkout
Make it clear that the item has been successfully added to
the cart
Remove links to keep the customer in the funnel
Cart contents clearly displayed and easy to understand
Easy to make changes to cart contents
Key information to reinforce benefits
View Cart Start Checkout
Make it clear that the item has been successfully added to
the cart
Remove links to keep the customer in the funnel
Cart contents clearly displayed and easy to understand
Easy to make changes to cart contents
Key information to reinforce benefits
Prominent checkout buttons
View Cart Start Checkout
Make it clear that the item has been successfully added to
the cart
Remove links to keep the customer in the funnel
Cart contents clearly displayed and easy to understand
Easy to make changes to cart contents
Key information to reinforce benefits
Prominent checkout buttons
Clear and concise gift messaging and card and wrapping
options
Minimally invasive registration process
Remove links to keep the customer in the funnel
Minimal steps - ask for necessary information only
Be clear about required/not required
Start Checkout Complete Purchase
Minimally invasive registration process
Remove links to keep the customer in the funnel
Minimal steps - ask for necessary information only
Be clear about required/not required
Pre-empt or prevent validation errors
Freight options written with the customer in mind
Start Checkout Complete Purchase
Freight Setup
Inform and set expectations
Provide choice but don’t overwhelm
Language for the customer
Minimally invasive registration process
Remove links to keep the customer in the funnel
Minimal steps - ask for necessary information only
Be clear about required/not required
Pre-empt or prevent validation errors
Freight options written with the customer in mind
Final cost visible as payment is being made
Start Checkout Complete Purchase
Minimally invasive registration process
Remove links to keep the customer in the funnel
Minimal steps - ask for necessary information only
Be clear about required/not required
Pre-empt or prevent validation errors
Freight options written with the customer in mind
Final cost visible as payment is being made
Visually reinforce sensitive fields such as payment info
Start Checkout Complete Purchase
What is going to make the difference?
Minimise distractions
Provide reassurance and certainty
Build trust and credibility
Minimise uncertainty and fear
Reinforce benefits