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. 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.

  24. None
  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

  48. None
  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