Coupons Tactics To Decrease Shopping Cart Abandonment Rate

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Coupons & Carts

Web Analytics Wednesday Budapest 2009

Anna SebestyenDistinct Dialogs Ltd.

annasebestyen@gmail.com

Decreasing Conversion Abandonmentsvia Coupons

Friday, October 9, 2009

Cart Abandonment & Coupons

Cart Abandonment & CouponsStudy (PayPal & comScore) 45% of US online shoppers abandoned carts multiple times in 3 weeks.

average cost of abandoned goods

Cart Abandonment & Coupons

• 46%: high shipping charges “very important reason”

• 37% comparison shop• 36% lack of money• 27% wanted to look for

a coupon

Study (PayPal & comScore) 45% of US online shoppers abandoned carts multiple times in 3 weeks.

Coupon Huntingsearch engines

Coupon Huntingsocial coupon sites

Coupon Huntingsite search

NO MATCHES FOUND

FOR COUPONS

NO MATCHES FOUND

FOR COUPONS

No Coupon, No Sales

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Enter coupon code*

*quoting Bryan Eisenberg’s story here on Doctor Footcare’s vs. Dell’s conversion rates from Always Be Testing

Coupons vs. Banners

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Coupons vs. Banners

• extended life media life

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Coupons vs. Banners

• ‘my precious‘ everyone’s click

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Coupons vs. Banners

• feels special feel mass

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Coupons vs. Banners

• gift viral link viral

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Coupons vs. Banners

• crafts intangible link

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Coupons vs. Banners

• crafts intangible link

• brand - in hold in sight

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Coupon Future Trends?

*Kalman Besenyei - NapiAkciok.hu

Coupon Availability Determines the Purchasing Decisions for Nearly a Third of Americans, According to the Second Annual Study of Consumer Coupon Behavior Commissioned by RetailMeNot.com (Harris Interactive)**

**"online adults" refers to 2,175 adults ages 18+, 1,880 whom are online shoppers.

• US 77% everyday use of coupons*

• 62% search for coupons for online stores

• 12% check coupons before purchase (YoY +50%)

• Definitive role in Purchase Decision

• Budget-conscious Holiday shopping

Coupon Marketing HU

• Kuponnet.hu (Tamas Ujvari) - 2 coupon vending machines set up in Duna Plaza Mall

• NapiAkciok.hu (Kalman Besenyei)

• Qpon.hu (Infonity Kft.)

• OnlineKupon.hu (Zoltan Hamar - MediaMotion Kft.)

Top 10 Tips• New Customers need higher % (15 vs. 10)

• Increase average order size by 10% as min

• Any Products vs One Product

• Coding the Code - Complex vs. Simple

• Optimize site for coupon (SiteSearch, Off-search, Social)

• Urgency vs. Expiration

• Lead generation - Get Coupon & Updates! Send to Friends

• Affiliate Coupon Codes

• Test Coupon Processes & Creatives

• Track - Core track (e.g. JOY), Per Channels (e.g. OUS /AND)

Thank you.

Anna SebestyenDistinct Dialogs Ltd.annasebestyen@gmail.comtwitter.com/annasebestyen

----------------------------Your coupon code for a free 1 hour* consultancy (coupon code deleted)(and this is not the code) :)

* only in Budapest until 11/11/2009. Case sensitive code, non-transferable. Any extra hour 15.000HUF+VAT. Fine print not be heated in microwave oven.

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-----------------------------------------------------------------This coupon was only offered

to WAW participants.

Coupons Tactics To Decrease Shopping Cart Abandonment Rate

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