My International Ecommerce Day talk from last year.

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
#InternationalEcommDay

3. 3WordStream Confidential
We’ll Be Talking About:
• Why Does Shopping Cart Abandonment Exist
• Cross Ad Medium Messaging
• Mobile
• Retargeting
• The Localization of eComm
#InternationalEcommDay

4. 4WordStream Confidential
What Makes People Abandon
Shopping Carts?
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5. 5WordStream Confidential
Shopping Cart
Abandonment is at 80%
Baymard Institute
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6. 6WordStream Confidential
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)
#InternationalEcommDay

8. 8WordStream Confidential
57% Won’t Recommend A Retailer With Bad
Mobile UI/UX
#InternationalEcommDay

9. 9WordStream Confidential
SEM Can Only Send The Leads
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10. 10WordStream Confidential
Let’s Work Magic With
What We Can Control
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11. 11WordStream Confidential
Trick #1 Cross Platform Messaging
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12. 12WordStream Confidential
First A Confession: I’m An Avid Witcher Fan
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13. 13WordStream Confidential
So It Stands To Reason I’d Engage With
Witcher Merch
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14. 14WordStream Confidential
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
#InternationalEcommDay
#InternationalEcommDay

15. 15WordStream Confidential
Within 5 Seconds: On My Facebook Page
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16. 16WordStream Confidential
85% of orders From Social Media Sites
Come From Facebook
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17. 17WordStream Confidential
#1 In Shopping Box
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18. 18WordStream Confidential
Don’t Forget YouTube
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19. 19WordStream Confidential
Even Bing Had Me
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20. 20WordStream Confidential
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.
#InternationalEcommDay

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!
#InternationalEcommDay

22. 22WordStream Confidential
Trick #2 Owning eComm By
Owning Mobile
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23. 23WordStream Confidential
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
#InternationalEcommDay

25. 25WordStream Confidential
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.
#InternationalEcommDay

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.
#InternationalEcommDay

27. 27WordStream Confidential
Mobile Might Be More Expensive, But The
Volume Is Clear
70% of online transactions occur on a mobile device.
#InternationalEcommDay

28. 28WordStream Confidential
One Reason For This Might Be Price Extensions
Behold the Mighty Price Extension!
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29. 29WordStream Confidential
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
#InternationalEcommDay

30. 30WordStream Confidential
Avoid Shopping Cart Abandonment By
Accounting for Device
#InternationalEcommDay

31. 31WordStream Confidential
Trick #3 The Power of Promos
#InternationalEcommDay

32. 32WordStream Confidential
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)
#InternationalEcommDay

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!
#InternationalEcommDay

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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36. 36WordStream Confidential
Even if I Already Booked, This Is Helpful
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37. 37WordStream Confidential
Out of Place “Images” Are Not
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38. 38WordStream Confidential
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
#InternationalEcommDay

39. 39WordStream Confidential
Trick #4 RLSA/Customer Match
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40. 40WordStream Confidential
Abandoning = You’ve Been Tagged!
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41. 41WordStream Confidential
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
#InternationalEcommDay

42. 42WordStream Confidential
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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44. 44WordStream Confidential
New Customer Can Be Up To 6X More
Expensive Than Returning Customer
Source: invesp
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45. 45WordStream Confidential
Trick #5 Local + eComm
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46. 46WordStream Confidential
53% of consumers are willing to share
their current location to receive more
relevant advertising.
#InternationalEcommDay

47. 47WordStream Confidential
62% of consumers share
local deals with friends.
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48. 48WordStream Confidential
When Local + Ecomm Meet
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49. 49WordStream Confidential
What’s the Experience Like?
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50. 50WordStream Confidential
Let’s Go Shopping!
#InternationalEcommDay

51. 51WordStream Confidential
“In Store” Signals the Local Landing Page
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52. 52WordStream Confidential
What catches your eye?
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53. 53WordStream Confidential
What’s Working Well?
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54. 54WordStream Confidential
What catches your eye?
#InternationalEcommDay

55. 55WordStream Confidential
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
#InternationalEcommDay

59. 59WordStream Confidential
Own Shopping By Owning Mobile
#InternationalEcommDay

60. 60WordStream Confidential
Promos Are the Lifeblood of Shopping
#InternationalEcommDay

61. 61WordStream Confidential
Adding Retargeting Through
RLSA & Customer Match
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62. 62WordStream Confidential
Bridge the Gap
Between Local
Retail and
eCommerce
#InternationalEcommDay

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
#InternationalEcommDay