Building a Smarter Craft Commerce Website

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.

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Stephen Callender

September 27, 2018
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Transcript

  1. 1.

    DOT ALL 2018 | BERLIN | FOSTER COMMERCE Building a

    Smarter Craft Commerce Website Stephen Callender @sjcallender
  2. 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. 6.

    1. 
 Conversion-focused 
 Checkout Flow: 4 considerations • Order

    matters. Provide a single path. • Click count matters. Keep it down.
  4. 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.
  5. 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.
  6. 11.

    1 5 2 3 4 1 1. Customer Email 2.

    Shipping Information 3. Delivery Options 4. Payment 5. Confirmation
  7. 16.

    If logged out AND the cart’s email has a user

    account, show sign in option.
  8. 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.
  9. 24.
  10. 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
  11. 31.

    Google Analytics
 Enhanced Ecommerce “Use pageviews to track product impressions

    and product purchases; and use events to track checkout steps and product clicks.”
  12. 42.
  13. 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.
  14. 45.

    Commerce 1 plugins • Abandoned Carts Recovery by Fred Carlsen

    • Abandoned Cart by Digital Agency WHITE Commerce 2 plugins • Klaviyo Connect by Foster Commerce
  15. 48.
  16. 50.

    Three things that will make your Craft Commerce site smarter.

    1. Conversion-focused checkout flow 2. Insights & reporting 3. Abandoned cart email notifications