Three Major Findings! The Biggest Lesson Protect the Check-Out Process! Protect the Check-Out Process Customers exhibited two distinct behavior patterns when shopping vs. checking out! The Ideal Process What first-time customers say they want… Doing it right: • This site produced the highest positive sentiment and strongest feedback of any retailer we studied Customers love customer service! Take every chance to instill confidence in the customer Confirm and Reconfirm Don’t make the customer travel backwards In Stock? If not, don’t show or say when is it expected. I was absolutely ready to buy until I saw the discount code option. I actually stopped shopping, looked around for a discount code, and when I couldn’t find one, decided to wait for a sale. — Participant! The Poorly Placed Discount • Protect the Check-Out Process Customers exhibited two distinct behavior patterns when shopping vs. checking out! Key Takeaways Section Two! Protect the checkout process" Don’t prompt your customers to reconsider their order when the credit card is in hand" When CTR’s Attack Invasive Campaigns Produce High Click-Throughs, but Hurt NPS! Click-throughs via Invasive Ads and Opt-Ins Understand how your data interacts – Chasing numbers at the start of the funnel can lead to poor performance at the end.! Size Matters These ads produce significantly higher CTR’s, but is that always a good thing?! Content Matters, but So Does Timing Less disruptive, but room for improvement! Convenience Matters Simple but effective for building your house list! Key Takeaways Leverage Social in Signups!" Invasive Ads: Higher Click- Throughs, Lower NPS" What’s in a Review? What Customers Look for When Looking to Each Other! What’s in a Review? The right reviews can move the dial, reducing abandonment and driving conversions! The Power of the Review Let’s take a look at how good reviews are structured: Let’s take a look at reviews that disengage customers from the shopping process: If you can, leverage social, photos and multimedia from customers! First, Display Reviews!" 25%of retailers studied didn’t allow customers to review, and 33% of retailers that allowed reviews had fewer than 5 per item – there’s a huge opportunities to encourage customer feedback." Customers were 2xmore likely to complete a purchase if products were positively reviewed vs. not reviewed at all."