The idea behind retargeting is simple: Show users ads even after they left your site. Increase retargeting spend if you already retarget. What needs to change: Start retargeting if you haven’t. How can you get all of those things and more? I have a solution. Marketers are always looking for higher ROI, greater customer retention, easier customer acquisition, and higher customer spend rates. In the world of ecommerce, retargeting is one of the most powerful and effective forms of marketing. The Statistic: 72% of millennial shoppers are favorable to retargeting. You’ll get more than half of shoppers to complete a purchase by just retargeting and shaving a few bucks of their order. If you can negotiate the price to gain a sale, then do it. What needs to change: Offer lower prices. If you drop the price on items in their shopping cart, they’re way more likely to buy. Most shoppers are willing to spring for a bargain. The Statistic: 54% of shoppers will purchase products left in shopping carts, if those products are offered at a lower price. Play nice with your customers, and don’t force them to join your website if they don’t want to. Before you checkout, you choose one of three options: 1) Member checkout, 2) Guest checkout, 3) PayPal checkout. Instead, give them an easy way to checkout without the hassle of a membership creation. What needs to change: Provide a guest checkout option.ĭon’t refuse customers just because they don’t create accounts. Most websites wait until you’re ready to checkout and then hit you with the membership requirement. This site makes it impossible to purchase or even browse without handing over an email address. Personally, I’d rather have a more conversions including guest checkouts than to have less conversions and a few extra membership signups. When you force users to create an account before checking out, you are basically saying “no” to a huge amount of conversions. Face it: Some users don’t want to create account. Some sites are so dead set on their membership model, that they completely ruin their chances at converting some users. The Statistic: 23% of users will abandon their shopping cart if they have to create a new user account. ![]() That way, they are at least expecting to have to pay something for shipping. One unobtrusive way to inform users about the shipping charges is to provide a “calculate shipping” feature to the shopping cart. This is the first step in the shopping cart process, and there is nothing unexpected about the charges. In the shopping cart below, I can clearly see that shipping is going to cost me. You might lose some shoppers at the beginning of the funnel if you tell them “You’re going to have to pay some extra shipping charges.” Personally, though, I would rather have the users leave at that point, rather than to drag them through the entire funnel only to have them abandon their shopping cart at the end. If you are going to charge for shipping, inform users about this before they get farther down the funnel. But you don’t have to accept the fact that 28% of your users will abandon, especially if you can do something about it. Shopping cart abandonment is going to happen. What needs to change: Be explicit and upfront about your shipping charges. But when they are confronted with the need to pay for something that they didn’t expect, that’s when they get a bad feeling, and leave the site. ![]() Sometimes, people are going to have to pay to get stuff delivered to their door. Rather, it’s that people don’t like to have to pay for shipping unexpectedly. It’s not necessarily that people don’t want to pay for shipping. When viewed that way, unexpected shipping costs looks pretty macabre. The shipping charge category is the highest source of abandonment. There are six main reasons for abandonment, ranging from causes such as shipping charges to coupon codes. This doesn’t sound like a huge number, but the situation is worse than it sounds when compared with the other reasons why people abandon shopping carts. The Statistic: 28% of shoppers will abandon their shopping cart if presented with unexpected shipping costs. These statistics come from the recent report by Visual Website Optimizer in their eCommerce Survey 2014. In this article, I’ve collected some of the most surprising ecommerce stats that I believe have profound implications for the way that we do marketing. ![]() The best information is usually the most straightforward: Cold hard statistics.Įven though stats aren’t exactly emotionally scintillating or suspenseful, they are nonetheless very powerful.
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