Building a Smarter Craft Commerce Website

The sexiest, most thoughtfully constructed Craft Commerce website will disappoint if it doesn’t help the business convert shoppers into customers. In this talk, Stephen shares advice on how to make your next Craft Commerce site smarter for your client by focusing on the checkout flow, basic event tracking, and abandoned cart email notifications.

Transcript

1. DOT ALL 2018 | BERLIN | FOSTER COMMERCE Building a Smarter Craft Commerce Website Stephen Callender @sjcallender
2. Three things that will make your Craft Commerce site smarter. 1. Conversion-focused checkout flow 2. Insights & reporting 3. Abandoned cart email notifications
3. 1.
 Conversion-focused
 Checkout Flow
4. Nearly 70% of online shopping carts are abandoned.
5. 1. 
 Conversion-focused 
 Checkout Flow: 4 considerations • Order matters. Provide a single path.
6. 1. 
 Conversion-focused 
 Checkout Flow: 4 considerations • Order matters. Provide a single path. • Click count matters. Keep it down.
7. The average number of clicks to complete purchases in Q1 2018. 23.1 pymnts.com
8. 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.
9. baymard.com Reasons for abandonment during checkout
10. 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.
11. 1 5 2 3 4 1 1. Customer Email 2. Shipping Information 3. Delivery Options 4. Payment 5. Confirmation
12. 1 5 2 3 4 Conversion-focused checkout flow. Get the customer’s email address.
13. Click Count: 1-2 TOTAL: 1-2
14. 1 5 2 3 4 Conversion-focused checkout flow. Get the shipping address.
15. If logged out AND unknown, show standard form.
16. If logged out AND the cart’s email has a user account, show sign in option.
17. example If logged out and cart’s email has user account
18. Logged in users now see any previously saved addresses.
19. 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.
20. Use Google Place Autocomplete Click Count: 2-10 TOTAL: 3-12
21. 1 5 2 3 4 Conversion-focused checkout flow. Display delivery options.
22. Click Count: 1-2 TOTAL: 4-14 Shipping Methods view should show no new info.
23. 1 5 2 3 4 Conversion-focused checkout flow. Get payment.
25. https://stripe.com/elements
26. Click Count: 5-13 TOTAL: 9-27
27. 1 5 2 3 4 Click count matters. If no errors, we have… • Total minimum click count: 9 • Total maximum click count: 27 • Ecommerce average: 23.1
28. 1 5 2 3 4 Conversion-focused checkout flow. Confirm and build
 brand awareness.
29. https://www.youtube.com/watch?v=5nwIffak5FQ
30. 2.
 Insights and Reporting
31. Google Analytics
 Enhanced Ecommerce “Use pageviews to track product impressions and product purchases; and use events to track checkout steps and product clicks.”
32. Configure Checkout Funnel in Analytics
33. developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce Enhanced Ecommerce via Analytics.js and the EC plugin
34. 62.2% cart abandonment rate
35. https://developers.google.com/tag-manager/enhanced-ecommerce Enhanced Ecommerce via GTM Data Layer
36. Facebook Pixel
 Track Events
37. https://developers.facebook.com/docs/ads-for-websites/pixel-events/v3.1 Facebook Tag - Pixel Events
38. Commerce Reporting
39. Commerce Insights A reporting plugin for Craft Commerce 2 by Foster Commerce.
40. Commerce Insights - Revenue
41. Commerce Insights - Orders
42. A reporting plugin for Craft Commerce 2 by Foster Commerce. Coming Jan 2019 Commerce Insights
43. 3.
 Abandoned Cart 
 Email Notifications
44. 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.
45. Commerce 1 plugins • Abandoned Carts Recovery by Fred Carlsen • Abandoned Cart by Digital Agency WHITE Commerce 2 plugins • Klaviyo Connect by Foster Commerce
46. Klaviyo Connect example Add to List and Track Event
47. Sample Klaviyo Cart Abandonment Flow
49. Sample Klaviyo Cart Abandonment Flow
50. Three things that will make your Craft Commerce site smarter. 1. Conversion-focused checkout flow 2. Insights & reporting 3. Abandoned cart email notifications
51. Join me Commerce Minded. fostercommerce.com/podcast
52. Thank you! Stephen Callender @sjcallender Foster Commerce