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Understanding your ecommerce website abandonment to improve its performance and increase the sales of tickets.
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James Alder, Digital Consultant
Ve Interactive
Increasing online ticketing sales:Personalised Real-time Remarketing
Key take aways:
1. Common causes of abandonment:
The good and the bad!
2. What is real-time remarketing?
3. The benefits
#1What causes
abandonment?
Common causes of abandonment in ticketing?
• Hidden fees
• Navigation
• Long forms – asking for too much
information
• Lack of trust
Examples:
• Hidden fees!
Examples:
• Poor navigation
• Usability issues
entering data
Examples:
• Lose 1% of
traffic with
every field
• Higher when
customer deems
unnecessary
Examples:
• Tickets sold on
another site
Examples:
• Easy to navigate
• No hidden fees
• Clear basket
details
Other causes of abandonment:
• Customer runs out of
time!
• Distractions
• Customer needs to
check with others
• Researching http://www.youtube.com/watch?v=3Sk7cOqB9Dk
#2Personalised real-time
remarketing
What is real-time marketing?
• 1-2-1 marketing
• Triggered in real-time
• Based on customer behaviour on your
site
• Highly personalised
• Right message, at the right time and to
the right person
• Communicate onsite and offsite at the
point the customer abandons
• Dramatically increases results!
Benefits:
Examples:
Real-time Remarketing: Examples:
• First name
personalisation
• Product from
basket
• Branded based on
site abandoned
Real-time remarketing: Examples:
• Automated
on site
customer
engagement
• Create
urgency
• Increase site
stickiness
#3Results
Ticketing sector averages:
PERSONALISATION RESULTS…
Open Rate 64%
Click to Conversion Rate 26%
Conversion Rate (From Emails Sent) 9%
Summary
• Consider the customer journey
• How much of a problem is
abandonment on your site?
• Introducing personalised, real-time
marketing increases conversions
Thank you.
James AlderDigital Consultant @jalder209T: 0203 667 6870M: 0782 731 [email protected]