kitchenware direct: recipe for online conversion peter macaulay, director, kitchenware direct
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Kitchenware Direct: Recipe for Online Conversion Peter Macaulay, Director, Kitchenware Direct. Who is Kitchenware Direct?. Australia’s largest pure play online cookware & kitchenware retailer 250,000 satisfied customers 23,000 product reviews 50 staff - based in Bibra Lake, Perth - PowerPoint PPT PresentationTRANSCRIPT
Kitchenware Direct: Recipe for Online Conversion
Peter Macaulay, Director, Kitchenware Direct
Who is Kitchenware Direct?
Australia’s largest pure play online cookware & kitchenware retailer
250,000 satisfied customers
23,000 product reviews
50 staff - based in Bibra Lake, Perth
120,000+ email subscribers
31,000 Facebook fans
Online Shoppers Perspective
* Source Invesp
ButOnly
of marketers know that personalization increases customer engagement
74%of marketers are actually using personalization
19%
Marketers Execution
* Source Econsultancy
Main Barriers to Website Personalisation
IT roadblocks
Legacy technology
Lack of budget
Inability to translate data into action
* Source Econsultancy
Kitchenware Recipe for eCommerce Personalisation
Onsite Personalisation
Personalised Product Recommendations
Cart Abandonment Emails
Segmenting & Targeting the customer that
lands on our site in Real Time
Ingredient 1 – Onsite Personalisation
Personalisation Rule 1: Introduce a Geo Targeted Message
NZ customers who saw the message converted at while the control group (NZ customers who did not see the message) converted at
5% 1%
Personalisation Rule 2: Present popup coupon to first time visitors
Personalisation Rule 3: Banner presented only on the 2nd page of the session. Presented only to visitors browsing on a computer (not on a smartphone or a tablet)
Personalisation Rule 4: A coupon offering 5% off to people who have not purchased in the past year but it’s their 3rd visit already
Personalisation Rule 5:A welcome back banner presented to returning visitors who abandoned a cart
Weather Related Promotion
Ingredient 2 – Personalised Product Recommendations
Visitors are presented with the most relevant recommendation type based on their current
intent and past browsing /purchase data
Onsite Presonalisation
Product Recommendations on Product Page
Tip: Enforce the customer to buy –present a recommendation which shows that others are also buying this product
Cross -Sell Recommendations on Shopping Cart Page
Cross Sell Tip: On the shopping cart don’t show cheaper alternatives to the product the customer already added to cart
Promoting Products: Even though the recommendations are automatic, we have full control and can override them according to our merchandising strategy
Presentation on Product Page:
Product Recommendations Results:
Conversion Rate from Product Recommendations
10%
Total Site Revenue from Recommendations
18%
Increase in Average Order Value
12%People who Engage with Recommendations Convert at Higher Rate Compared to Site Average Conversion Rate 366%
Ingredient 3 – Convert Abandoned Cart Into Sales
Personalised Product
Recommendations
Onsite Presonalisation
Cart Abandonment Emails
Multi-stage campaign
Convert Abandoned Carts into Sales Multi stage cart abandonment email campaign
First Email 2nd Email
After 2 hours - Support email no promotion
After 48 hours - Promotional email with promotional coupon
Building our Email Subscriber List Signup during checkout/footer
Back in stock notifications
Offers on site (via popups etc)
Competitions – promote sharing
Send My Cart Pop-up
Send My Cart Feature: Capturing first time visitors email address before they exit
Send My Cart Featured Doubled
our Captured Email Volume !
Abandoned Carts Campaign Results
All Emails Open rate 57%
Abandoned Carts Emails Conversion Rate 25%
Conversion rate email 1 - 15%
Conversion rate email 2- 30%
Cart Abandonment Campaigns ROI
842%
Send my Cart Email
Conversion Rate 31%
Building our Email Subscriber List
Signup during checkout/footer
Back in stock notifications
Offers on site (via popups etc)
Competitions – promote sharing
Send My Cart Pop-up
Increase Sales & Conversion Rate by as Much as
Abandoned Cart Emails
Onsite Personalisation
Product Recommendations
30%
Results you Can Expect?
