The Opportunities

Behind Cart Abandonment

to Drive Conversion

Amy McWaters, Chief Operating Officer

The SOL Group

The Hamper Emporium

Founded in 2007 as a

subsidiary to a gourmet food

wholesale business

Website launched in 2010

Wholesale business sold in

early 2014

2015 vs 2014 – 100% growth

2015 - 40,000 hampers

2016

Gifts Australia

Everything But Flowers

GA purchased in 2011

EBF purchased in 2014

Three new websites will

be added in 2016

Projected revenue of

$10 million in CY2016

across all websites

BUYER

Shopper

Browser

COMPLETE

CHECKOUT

PLACE ITEMS

IN CART

VISIT SITE

VIEW CART

START

CHECKOUT

GIFT

MESSAGING

COMPLETE

PURCHASE

MOTIVATION

VIEW CART

START

CHECKOUT

GIFT

MESSAGING

COMPLETE

PURCHASE

AVERAGE SALE - $100

82% 82,000

100% 100,000

100% 100,000

80% 80,000

81% 81,000

100% 100,000

85% 68,000

86% 69,660

77% 54,930

87% 71,340

76% 52,940

75% 51,000

$5.1m +$194,000 (+3.8%)

+$393,000 (+7.7%)

View Cart Start Checkout

Make it clear that the item has been successfully added to

the cart

View Cart Start Checkout

Make it clear that the item has been successfully added to

the cart

Remove links to keep the customer in the funnel

View Cart Start Checkout

Make it clear that the item has been successfully added to

the cart

Remove links to keep the customer in the funnel

Cart contents clearly displayed and easy to understand

Easy to make changes to cart contents

View Cart Start Checkout

Make it clear that the item has been successfully added to

the cart

Remove links to keep the customer in the funnel

Cart contents clearly displayed and easy to understand

Easy to make changes to cart contents

Key information to reinforce benefits

View Cart Start Checkout

Make it clear that the item has been successfully added to

the cart

Remove links to keep the customer in the funnel

Cart contents clearly displayed and easy to understand

Easy to make changes to cart contents

Key information to reinforce benefits

Prominent checkout buttons

View Cart Start Checkout

Make it clear that the item has been successfully added to

the cart

Remove links to keep the customer in the funnel

Cart contents clearly displayed and easy to understand

Easy to make changes to cart contents

Key information to reinforce benefits

Prominent checkout buttons

Clear and concise gift messaging and card and wrapping

options

Minimally invasive registration process

Remove links to keep the customer in the funnel

Minimal steps - ask for necessary information only

Be clear about required/not required

Start Checkout Complete Purchase

Minimally invasive registration process

Remove links to keep the customer in the funnel

Minimal steps - ask for necessary information only

Be clear about required/not required

Pre-empt or prevent validation errors

Freight options written with the customer in mind

Start Checkout Complete Purchase

Freight Setup

Inform and set expectations

Provide choice but don’t overwhelm

Language for the customer

Minimally invasive registration process

Remove links to keep the customer in the funnel

Minimal steps - ask for necessary information only

Be clear about required/not required

Pre-empt or prevent validation errors

Freight options written with the customer in mind

Final cost visible as payment is being made

Start Checkout Complete Purchase

Minimally invasive registration process

Remove links to keep the customer in the funnel

Minimal steps - ask for necessary information only

Be clear about required/not required

Pre-empt or prevent validation errors

Freight options written with the customer in mind

Final cost visible as payment is being made

Visually reinforce sensitive fields such as payment info

Start Checkout Complete Purchase

What is going to make the difference?

Minimise distractions

Provide reassurance and certainty

Build trust and credibility

Minimise uncertainty and fear

Reinforce benefits