DOT ALL 2018 | BERLIN | FOSTER COMMERCE
Building a Smarter
Craft Commerce
Website
Stephen Callender @sjcallender
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Three things that will make
your Craft Commerce site
smarter.
1. Conversion-focused checkout flow
2. Insights & reporting
3. Abandoned cart email notifications
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1.
Conversion-focused
Checkout Flow
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Nearly 70% of online shopping
carts are abandoned.
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1.
Conversion-focused
Checkout Flow: 4 considerations
• Order matters. Provide a single path.
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1.
Conversion-focused
Checkout Flow: 4 considerations
• Order matters. Provide a single path.
• Click count matters. Keep it down.
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The average number of clicks to
complete purchases in Q1 2018.
23.1
pymnts.com
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1.
Conversion-focused
Checkout Flow: 4 considerations
• Order matters. Provide a single path.
• Click count matters. Keep it down.
• Transparent pricing matters. No hidden fees.
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baymard.com
Reasons for abandonment during checkout
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1.
Conversion-focused
Checkout Flow: 4 considerations
• Order matters. Provide a single path.
• Click count matters. Keep it down.
• Transparent pricing matters. No hidden fees.
• Page speed matters. Ask Andrew Welch.
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Conversion-focused checkout flow.
Get the customer’s
email address.
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Click Count: 1-2 TOTAL: 1-2
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Conversion-focused checkout flow.
Get the shipping
address.
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If logged out AND unknown, show standard
form.
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If logged out AND the cart’s email has
a user account, show sign in option.
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example
If logged out and cart’s email has user account
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Logged in users now see any
previously saved addresses.
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If logged out AND the cart’s email does
NOT have a user account, show the option
to save their account info.
Coming to Commerce 2 soon.
Available now with plugin “Commerce
Register on Checkout” by Jeremy Daalder.
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Use Google Place Autocomplete
Click Count: 2-10 TOTAL: 3-12
Google Analytics
Enhanced Ecommerce
“Use pageviews to track product impressions and
product purchases; and use events to track
checkout steps and product clicks.”
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Configure Checkout Funnel in Analytics
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developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce
Enhanced Ecommerce via Analytics.js and the EC plugin
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62.2% cart abandonment rate
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https://developers.google.com/tag-manager/enhanced-ecommerce
Enhanced Ecommerce via GTM Data Layer
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Facebook Pixel
Track Events
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https://developers.facebook.com/docs/ads-for-websites/pixel-events/v3.1
Facebook Tag - Pixel Events
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Commerce Reporting
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Commerce Insights
A reporting plugin for Craft Commerce 2
by Foster Commerce.
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Commerce Insights - Revenue
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Commerce Insights - Orders
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A reporting plugin for Craft Commerce 2
by Foster Commerce.
Coming Jan 2019
Commerce Insights
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3.
Abandoned Cart
Email Notifications
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It works.
Between April 1 and June 30, 2017, nearly
3,000 US-based Klaviyo customers generated
more than $60 million in sales directly from
their abandoned cart emails.
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Commerce 1 plugins
• Abandoned Carts Recovery by Fred Carlsen
• Abandoned Cart by Digital Agency WHITE
Commerce 2 plugins
• Klaviyo Connect by Foster Commerce
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Klaviyo Connect example
Add to List and Track Event
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Sample Klaviyo Cart Abandonment Flow
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Sample Klaviyo Cart Abandonment Flow
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Three things that will make
your Craft Commerce site
smarter.
1. Conversion-focused checkout flow
2. Insights & reporting
3. Abandoned cart email notifications
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Join me
Commerce Minded.
fostercommerce.com/podcast
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Thank you!
Stephen Callender @sjcallender
Foster Commerce