Three Proven Ways toIncrease Customer Confidenceand Drive Revenue

Chris GuerraCMO, Blue Acorn

@ b l u e a c o r n@ c h r i s j g u e r r a

# c o n s u m e r c o n fi d e n c e

Introducing Blue Acorn

To deliver superior eCommerce results

through data-driven solutions

DESIGN

DEVELOPMENT

OPTIMIZATION

Revenue Per Visitor Variables

Urgency

Distraction

Clarity

Friction

Confidence

Today’s Topic

Confidence

68% of carts are abandoned before buyers

make a purchase

This value is an average calculated based on these 33 different studies containing statistics on e-commerce shopping cart abandonment.

– Baymard Institute

Do you have an abandoned cart

strategy?

Duh!

Do you have a consumer confidence

strategy?

<Insert Crickets Picture>

“In order to build confidence you must have

confidence”

Source: Chris Guerra

Jeff GrassFounder, Norton Shopping Guarantee

Chip Overstreet VP of Business Development, Affirm

Nadav Lobel Head

of Customer Success, Riskified

Revolutionary new service from Symantec, providing an all-in-one comprehensive trust & security

solution

Increase Consumer ConfidenceAlleviate anxiety around shopping online

Higher Conversion RatesConfident shoppers stop waiting and start buying

More Repeat BuyersCustomers return more often to sites using Norton Shopping Guarantee

Changing the Face of eCommerce

1. INFORMATION SECURITYWill my personal information (identity) be kept safe & secure?

2. MERCHANT RELIABILITYWill the product be authentic? Will it arrive on time? What about Customer Service?

3. PRICEAm I getting the best price? What happens if they lower the price?

“83% of online users worry about their identity being stolen from an online purchase” - VeriSign

“92% of shoppers have concerns when shopping on new and unknown websites“ – McAfee Security

“45% of shoppers view price as most important” – BizRate Research

3 Primary Shopper Anxieties

$10,000Identity Theft Protection

$1,000Purchase Guarantee

$100Lowest Price Guarantee

Blanket protection for 30 days as an added benefit for shopping

with you. The consumer is covered no matter how their

identity is compromised.

Guarantee acts as a second line of defense with

troubled customers, giving them a

secondary outlet to get a problem

resolved.

This same store low price guarantee tells the consumer, if you lower the price, we

refund the consumer the difference, up to $100 per purchase.

Information Security

Merchant Reliability

Best Price

ID

The Solution: Norton Shopping Guarantee

Case Study: Musicnotes, Inc.

Musicnotes.com is a site that has enabled 5 million musicians to search and download fully-licensed scores for songs they’d like to play. Musicnotes has had almost 30 million downloads in the past 15 years, making the site one of the Top 500 Retail Websites since 2006.Musicnotes.com achieves what many other online retailers yearn for: its prices are slightly higher than competitors, but the site delivers a better experience and is a leader in its category.

KEY CHALLENGES• Increase conversion rate

and buyer confidence • Reduce customer

chargebacks

RESULTS• 5% lift in converting shoppers into buyers• Projected $800,000 increase in annual revenue• 20-30% reduction in chargebacks• 100% payback within the first two days each

month • 5,000 customer thank-you notes and growing

: THE COMPANY

w

The First Steps To AConsumer Confidence

Strategy

Benchmark abandoned shopping cart rate

Define user personas

Persona: Brooke

Single MomReads Consumer ReportsNeeds New Snow Tires

Debating between brands

Persona: Scott College Professor

2 kids ; 6 grandchildrenShops online during office hours

Purchases jewelry for holiday gifts

Persona: Josh

Recent college graduate Identity theft victim

Likes to window shop Purchases technology gadgets

Usability Testing & Surveys

A/B test new solutions

68% of carts are abandoned before buyers

make a purchase

This value is an average calculated based on these 33 different studies containing statistics on e-commerce shopping cart abandonment.

– Baymard Institute

Three Proven Ways toIncrease Customer Confidenceand Drive Revenue

Questions?

Jeff GrassFounder, Norton Shopping GuaranteeJeff_Grass@NortonShoppingGuarantee.com

Nadav LobelHead of Customer Success, Riskifiednadav@riskified.com

Chris GuerraCMO, Blue AcornChris@BlueAcorn.com

Chip OverstreetVP of Business Development, Affirmchip.overstreet@affirm.com