6 ways to conquer mobile cart abandonment

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CONQUERMOBILE CARTABANDONMENT

6 WAYS TO

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2 OUT OF 5mobile shoppers have

abandoned a travel bookingon a mobile device due topoor use experience alone.

S O U R C E : J U M I O S T U D Y 2 0 1 5

A L M O S T

LAST YEAR, THE TRAVELINDUSTRY LOST

IN THE UK ALONE TOABANDONED BOOKINGS.

£2.5 BILLION

S O U R C E : J U M I O S T U D Y 2 0 1 5

As of September 2016, NetAffinity clients saw51% of their traffic

on average coming from mobile.

THAT MAKES MOBILECART ABANDONMENT

A BIG DEAL.

TRANSPARENTPRICING

SHORTFORMS

PAYMENT PROCESS:SECURE AND SIMPLE

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01 02

03OUR TOP 6WAYS

T O R E D U C E M O B I L EC A R T A B A N D O N M E N T

QUICKLOADINGTIMES

04TESTINGAND

SURVEYS

05

REMARKETING6

TRANSPARENTPRICING

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0 1

WHEN THE FULL PRICE ISONLY REVEALED AT THEEND OF THE BOOKING

PROCESS.

53% OF TRAVELBOOKINGS ARE

ABANDONED

S O U R C E : S A L E S C Y C L E S T U D Y 2 0 1 6

This is especially an issue for hotelsshowing rates as per person sharing, or

per room per night for longer stays.

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While Net Affinity data shows that a perperson rate draws in more users

initially, the huge drop off means youend up with fewer bookings overall.

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THE BOTTOM LINE?

A TOTAL STAY RATESHOULD BE SHOWN UPFRONT ON MOBILE TO

REDUCE CARTABANDONMENT.

SHORT RESERVATIONFORM

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0 2

The constraints of mobile devicesand the context of use (e.g. on the

move or when distracted) putsstrict limits on what you can

expect users to do when bookingon mobile.

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GET RID OF UNNECESSARYELEMENTS.

Omit optional fields.Do you really need the guest's

address the moment they book?

PAYMENTPROCESS

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0 3

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Mobile commerce is big businessfor travel: Skyscanner saw mobile

conversions grow by 24% from 2014to 2015, with mobile as 42% of all

conversions.

MOBILE SITES WITHOUTQUICK AND SECURE

PAYMENTS ARE MISSING OUT.

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While Google and Apple areworking on their digital wallet

solutions, adoption of these hasbeen slow in areas across Europe.

It's one to watch for the comingyears.

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OKAY... BUT WHAT CANHOTELS DO RIGHT NOW?

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Consider removing bookingdeposits.

Pros: OTAs don't typically ask usersfor pre-payments, so it may make

sense to match them.

Cons: Users may be more likely tocancel if they don't have a deposit

on the line.

Weigh up the costs and benefits!

QUICKLOADING TIMES

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0 4

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Mobile users want to browse andbuy quickly.

79% of web shoppers who havetrouble with a site's performancesay they won't shop there again.

44% would tell a friend.

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When you're designing your mobilesite, be sure the information is

100% relevant.

Make sure the imagery and videoyou're using aren't affecting sitespeed. Otherwise, you might bedoing your site more harm than

good!

TESTING ANDSURVEYS

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0 5

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Here are 3 options to analyse yourmobile site's performance:

GOOGLE ANALYTICSONLINE USABLITY TESTINGQUALITATIVE TESTS

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1. GOOGLE ANALYTICS

Go to 'Behaviour Flow' in Analytics.Where in the booking funnel are users

leaving? Examine those pages to find outwhat might be affecting their decisions.

Often, it's one or two specific issues,like loading too many rate plans or not

showing the full price up front.

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2. USABILITY TESTING

Use tools like heatmaps, scroll maps anduser session video replays to find out

precisely where your potentialcustomers are experiencing friction.

The data from these tests is more thanworth the invstment.

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3. QUALITATIVE TESTS

Consider an exit intent poll - whensomeone leaves the booking processwithout booking, pop up a poll to ask

them why they're leaving.

Alternatively, send a feedback survey tousers who have booked in the last 7

days. Include an incentive for filling outthe survey to increase repsonses!

REMARKETING:ON SCREEN , EMAIL

& PAID

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0 6

GET RID OF UNNECESSARYELEMENTS.

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Remarketing gives you theability to bring back users who

were just browsing, and asecond chance with abandoned

bookings.

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Use the essentialremarketing trio:

On screen prompts, emailretargeting and paid

remarketing.

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ON SCREEN PROMPTS

If a user attempts to exit thescreen, you can present a lastminute prompt to encourage

them to continue booking.Simply re-enforcing a ‘book

direct’ message can keep peoplebooking and reduce mobile cart

abandonment.

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EMAIL REMARKETING

The email you send should bepersonalised to the guest, mobile

responsive and include the details ofthe abandoned basket. Make it aseasy as possible for them to finish

the transaction.

A max of two emails is recommendedfor retargeting.

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PAID REMARKETING

Paid remarketing follows yourleads to other websites with

related offers. They're designed tokeep you first in the minds of your

guests.

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Just make sure to use frequency capsso users don't see them too often! 3

per day max.

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These 6 tips are the first steps in astrategy to conquer mobile cart

abandonment.

Traffic on mobile is higher than ever,but desktops still generate morebookings. This is usually down to

usability and trust issues – the 6 tipsabove are designed to fight those

issues and get your mobile site thebookings it deserves.

We are a team of creative experts who havebeen working in the field of hotel technology

since 2000.

Our digital marketers, web designers andaccount managers are all focused on helping

the independent hotelier.

Our job is simple: we make yours easier.

THANKS !

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