Website Conversion Blog
Analysis: Promotions Make Big Impact on Abandoned Shopping Carts
Tuesday, April 12th, 2011
Analyzing abandoned shopping cart data from one of our customers last week made me sit up and take notice: Optimizations to their remarketing campaign and the introduction of a promotional discount for the first time caused their recovery rate to jump from 18% to 46%.
Wow. Clearly promotions can make a big impact.
There’s lots of academic research which shows that while promotions have limited affect on long-term sales, they enable marketers to grab market share by incentivizing consumers to stock up on their product at the expense of a competitor’s share. (more…)
How to Avoid a Legal Land Mine in Email Remarketing
Wednesday, October 20th, 2010
Recovering abandoned shopping carts and web forms is a lucrative business. On average 70 percent of shopping carts and 56 percent of web forms are abandoned before completion. In an effort to win these customers back, retailers employ email remarketing campaigns that should recover on average between 10 and 30 percent of abandoners. That translates directly into significant incremental revenues.
When it comes to email remarketing, one question that I get asked fairly regularly is about what is needed to ensure compliance with CAN-SPAM in the U.S. and the European Privacy Directive in Europe when setting up a remarketing campaign. The situation is really straightforward in the U.S. (it comes down to little more than checking your privacy policy), but it is slightly more complicated in Europe.
As a result, we engaged Ruth Boardman, a partner at Bird and Bird LLP, and one of the world’s leading electronic data privacy experts. Ruth and I co-authored a white paper on email remarketing compliance that covers this subject in more depth, and additionally, we recorded a webcast titled Email Remarketing and Compliance (in the U.S. and European Union).
For this blog, we’ll focus exclusively on the U.S., and I’ll write about compliance in the European Union separately. (more…)
Tactics to Reduce Shopping Cart Abandonment This Holiday Season
Thursday, October 7th, 2010
So what can you do, during the crazy holiday season, to reduce shopping cart abandonment? We thought we’d put together a holiday season checklist to help you keep your customers in the shopping cart this Christmas. (more…)
The Definitive Answer on Remarketing Compliance in the U.S. and Europe
Tuesday, October 5th, 2010
I get asked regularly about how CAN-SPAM and European Privacy Directive laws affect remarketing. In principle, compliance is very straightforward and often just requires a simple check of your website privacy policy to ensure that you’ve covered remarketing. Most companies can implement email-based remarketing campaigns without changes to their website or privacy policies. But it all depends on what your privacy policy says, on your opt-in and opt-out capabilities in your shopping cart, and in which countries you want to remarket. (more…)
Website Conversion Priorities for eMarketers in the Next 12 Months
Tuesday, September 21st, 2010
On July 27, SeeWhy conducted an online poll among 221 eMarketers. The results reveal some potential shifts in focus over the next 12 months: shopping cart recovery, reducing landing page clutter, link building, and transactional email all emerge as top priorities.
The poll also looked in detail at four key areas of conversion to determine their priorities. The four areas examined were as follows:
• SEO
• Landing page optimization
• Email marketing
• Web conversion/shopping cart recovery techniques
Each respondent was allowed to pick only one response in each category, forcing them to choose their top priority.
SEO Priorities
