Shopping Cart Abandonment
September 16, 2009 by Benjamin Christie · 1 Comment
For those that don’t know, shopping cart abandonment is when a visitor initiates your checkout process but leaves before completing their purchase. The issue of shopping cart abandonment is constantly measured and tweaked by nearly every ecommerce site in the world, because increasing the conversion rate can boost revenue significantly. There are dozens of “on the page” things that can be done, but in reality potential consumers will always abandon the checkout process.
Reasons which contribute to Shopping Cart Abandonment include;
- Just browsing and had no intention of purchasing anyway
- Product prices were too high
- Didn’t have the product, model, colour size etc
- Shipping costs were too high
- Desired product was out of stock
- Wasn’t 100% comfortable with the store
- Checkout process was simply to complicated
- Checkout requires too much personal information
- Site requires registration before purchase
- Shopping Cart didn’t work properly or they encountered errors
- Didn’t have a valid SSL certificate
- Didn’t take preferred credit card type
So apart from on page changes what can be done to decrease the rate of abandonment and increase the rate of successful transactions? Using Gourmet Ads wide range of campaign targeting options; we can develop a comprehensive retargeting campaign that will bring back potential consumers and increase your conversion rate.
So as an example, Gourmet Ads currently works with a mid sized ecommerce store which retails a wide range of gourmet food products and delivers around the world. When a visitor goes to the site, Gourmet Ads strategically drops session cookies throughout the checkout process. These are dropped at key times such as;
1. Everyone that visits the site
2. Everyone that visits the site via clicking on an advertisement
3. Everyone that adds an item to the basket
4. Everyone that clicked the checkout button, but doesn’t complete the transaction.
5. Everyone that makes a successful purchase
The Gourmet Food store then has long term campaigns running with Gourmet Ads which runs appropriate advertising campaign depending on where consumers are in the buying cycle. So for example someone that simply visits the site may then see an ad with messaging such as signup for our newsletter and get free shipping on your next order. But the best converting ads are the ones who have clicked the checkout button but didn’t complete the transaction. These consumers will see ads for major incentives such as 30% off your order, Two for One or free shipping.
These principles aren’t just for online gourmet food stores; they can be applied to any other ecommerce site or lead generation site. So if you run a food or wine ecommerce store and haven’t developed a consumer retargeting campaign for your site to minimize shopping cart abandonment, then contact us. We’ll help you develop a strategy that will get sales and revenue up.
Targeting Grocery Buyers
September 3, 2009 by Benjamin Christie · Leave a Comment
We recently wrote a blog called Online Drives CPG Sales which was inspired by a Comscore study which found that online advertising can be as effective as television advertising in lifting retail sales of CPG brands. The study indicated that online advertising lifted retail sales of CPG brands by an average of 9% compared to 8% for TV advertising. With more CPGs moving online with increased budgets I thought it might be good to talk about how Gourmet Ads targets Grocery buyers, as well as where they actually do their grocery buying.
First off, here’s a little about the Gourmet Audience in regards to the grocery buying;
- They are the primary household grocery buyer
- They make more than 3 trips to the grocery store each month
- They spend anywhere from $200 to over $500 a month on groceries
- They search for food products online such as gourmet and organic
What are they buying?
Across a range of products, our Grocery Buying audience are typically buying week to week the following food products; Baby Foods, Carbonated Soft Drinks, Carbonated Water, Cereals, Cheese, Crackers, Dairy products, Dried Pasta, Juice, Gourmet Frozen Meals, Pizzas Frozen and Packaged Meats. Apart from foods, also high on the list are baby products such as diapers, baby formula as well as pet related products such as pet food and cat litter.
Where do they shop?
Some of our Grocery Buying audience are shopping online, but the vast majority are heading to the grocery store and placing products in the shopping trolley. They are heading to Albertsons, Aldi, Bi-lo, Food Emporium, Food Lion, IGA, Kroger, Lowes Foods, Pathmark, Pick’n Save, Publix, Ralph’s and Safeway to name a few.
So what are the takeaways from this ?
There is no doubt that the Gourmet Ads audience spends on groceries multiple times a month across a range of products (food and non-food) and grocery/supermarkets. Add to this they are also very active online researching food products such as gourmet and organic.
So if you’re a grocery store / supermarket, then running campaigns with Gourmet Ads to drive our audience to your store makes sense. You can run campaigns such as discounts, this week’s specials and more. For those advertising food products, its about building brand awareness prior to the trip to the grocery store / supermarket. You could use discount coupons or promotions to influence our audience to buy your products.
If you’re tasked with marketing to Grocery Buyers, then download our media kit, or request a proposal for your next online campaign.
Advertising News Sites
September 1, 2009 by Benjamin Christie · Leave a Comment
Before jumping into the day, I usually look over the news feeds from a stack of Advertising sites and blogs. So I thought today I’d share with you a short list of the sites I check out everyday and why. Many of the sites deliver daily newsletters which are also handy as they provide a short digest of the articles of the day.For media buyers and media planners there are some great sites here that should be part of your everyday reading as well.
Many of the advertising news sites also publish content into Twitter, so you might want to follow them on Twitter as well, which is why we’ve included Twitter links for them.
So here is my list of Advertising News Sites which we read everyday;
- Adotas
Editor Ed Barrera serves up daily news on internet advertising and media industry – definitely worth subscribing – @adotas
- Clickz
Clickz publishes news articles and blogs on a wide range of interactive advertising issues – @clickz
- iMedia Connection
Industry leading articles and blogs on a range of interactive marketing issues. They also do events as well throughout the year.
- eMarketer
Provides research and analysis on Digital Marketing and Media – great industry resource. @emarketer
- Adweek
Adweek provides insight and news about all types of advertising including interactive @adweekdotcom
- Marketing Profs
Marketing Profs is a site with a range of marketing issues – also have a great iPhone application as well. @marektingprofs
- B&T Magazine
News about the Australia Ad industry – does include interactive news daily. @bandt
