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Back in 2013, our Realities of Personalisation report found that 98% of respondents saw personalisation as critical to success.
Fast forward to 2015 and Econsultancy’s latest Conversion Rate Optimisation report, in association with RedEye, and only 22% of respondents said they had implemented website personalisation.
According to a recent survey, 81% of people abandon online travel bookings, with 'just looking' the biggest reason for this.
53% abandon when they see the full price, though 87% said they would consider returning to the booking.
So what, if anything, can travel websites do about this?
What makes an excellent checkout process on an ecommerce site?
Here, with the help of suggestions from Twitter, I've compiled a list of 11 checkouts which constitute examples of best practice in this area.
One of the best ways to make your visitors convert is by serving them the coolest stuff!
Don’t push them into an overly complicated buying process if you’ve figured out that people who see your style guide are converting at 10x the rate of those who don’t!
Once you’ve controlled for other influences, push your visitors towards your content and watch your revenue fly.
So, how are you going to get them there then?
Checkout abandonment continues to be a major topic in ecommerce, and one which retailers have plenty of options to deal with.
According to stats from Salecycle, checkout abandonment rates in Q2 2013 averaged 75.5% across all industry verticals.
One way to reduce abandonment rates is to enclose the checkout process, and remove distractions that may form a barrier to purchase. Here's why...
Delivery has come a long way since the early days of ecommerce, but some online retailers are still failing to offer a range of delivery options to suit their customers' needs.
As stats from a new Econsultancy Multichannel Retail Survey show, customers are demanding more flexibility in delivery options, and retailers need to offer this to increase conversions.
The survey, conducted using the Toluna survey tool, found that 50% of respondents had abandoned a purchase online due to unsatisfactory delivery options.
So which options are customers looking for, and who is offering them?
With 73% of shopping carts left to become idle, abandoned basket retargeting is a key part of the digital marketing mix.
It might be that users are price checking, or that they intend to complete their purchase later or on a different device, so in truth, these may not all be genuine abandonments.
Either way, with the help of analytics integrations or third-party suppliers, marketing managers are proactively trying to recover that 'low hanging fruit' through abandoned basket emails, and with different creative treatments, messaging and abandonment times, there is quite a spectrum of tactics being employed to do so.
Unfortunately, as with a lot of campaigns it seems that 'getting it live' is where attention ends, leading to little or no ongoing optimisation.
So I thought I'd take a look at some of the good, the bad and the ugly of what I've seen recently whilst shopping online.
Online shoppers expect to receive assistance within five minutes, otherwise will either head elsewhere or abandon a purchase altogether.
This stat comes from LivePerson's Connecting with Consumers report, which is based on a survey of more than 5,700 online consumers from the UK, USA, Australia, France, Germany and Italy.
The report contains some interesting stats. Here are a few highlights...
Over a third of shoppers increased the amount of online shopping they did over the last year, so it is more important than ever for retailers to provide an outstanding ecommerce experience.
When an online shopper clicks ‘checkout’ they generally have the intention to buy, yet drop-off rates at this final stage can be high with three in five abandoning their baskets.
Consumers aren’t afraid to go elsewhere if they encounter issues at any stage in the checkout process though, so it’s vital for retailers to get it right.
One of the most common potential areas of friction within e-commerce checkouts is problems with postcode entry.
The trouble is, people will enter their postcodes in a number of different ways, in upper or lower case, with or without a space in the middle, or will some make common errors.
If websites are too rigid in their acceptance of postcodes and unclear in their error messages, then this can be a real source of frustration for potential customers.
Mobile is becoming a focal point as companies invest more time in understanding the multichannel customer experience, according to research published today.
The second annual Reducing Customer Struggle report, published by Econsultancy in association with Tealeaf, looks in detail at the extent to which companies understand the overall online customer experience across online and offline channels and the approaches or types of technology they use to identify and address issues.
The reseach has found that companies still have a limited understanding of the mobile user experience.
The study is based on a global online survey of almost 500 business professionals working for companies involved in e-commerce and online business. The survey was conducted in March and April of this year. Here's an overview of some of the key trends we found from this year's research.
Enclosing or isolating the checkout process is one proven method of reducing abandonment, as it focuses the customer's mind on the steps they need to take to complete a purchase.
I've been looking at the advice on this from Econsultancy's Checkout Optimization guide, as well as some best practice examples from retailers...