Kitchenware Direct: Recipe for Online Conversion Peter Macaulay, Director, Kitchenware Direct

Kitchenware Direct: Recipe for Online Conversion

Peter Macaulay, Director, Kitchenware Direct

Who is Kitchenware Direct?

Australia’s largest pure play online cookware & kitchenware retailer

250,000 satisfied customers

23,000 product reviews

50 staff - based in Bibra Lake, Perth

120,000+ email subscribers

31,000 Facebook fans

Online Shoppers Perspective

* Source Invesp

ButOnly

of marketers know that personalization increases customer engagement

74%of marketers are actually using personalization

19%

Marketers Execution

* Source Econsultancy

Main Barriers to Website Personalisation

IT roadblocks 

Legacy technology

Lack of budget

Inability to translate data into action

* Source Econsultancy

Kitchenware Recipe for eCommerce Personalisation

Onsite Personalisation

Personalised Product Recommendations

Cart Abandonment Emails

Segmenting & Targeting the customer that

lands on our site in Real Time

Ingredient 1 – Onsite Personalisation

Personalisation Rule 1: Introduce a Geo Targeted Message

NZ customers who saw the message converted at while the control group (NZ customers who did not see the message) converted at

5% 1%

Personalisation Rule 2: Present popup coupon to first time visitors

Personalisation Rule 3: Banner presented only on the 2nd page of the session. Presented only to visitors browsing on a computer (not on a smartphone or a tablet)

Personalisation Rule 4: A coupon offering 5% off to people who have not purchased in the past year but it’s their 3rd visit already

Personalisation Rule 5:A welcome back banner presented to returning visitors who abandoned a cart

Weather Related Promotion

Ingredient 2 – Personalised Product Recommendations

Visitors are presented with the most relevant recommendation type based on their current

intent and past browsing /purchase data

Onsite Presonalisation

Product Recommendations on Product Page

Tip: Enforce the customer to buy –present a recommendation which shows that others are also buying this product

Cross -Sell Recommendations on Shopping Cart Page

Cross Sell Tip: On the shopping cart don’t show cheaper alternatives to the product the customer already added to cart

Promoting Products: Even though the recommendations are automatic, we have full control and can override them according to our merchandising strategy

Presentation on Product Page:

Product Recommendations Results:

Conversion Rate from Product Recommendations

10%

Total Site Revenue from Recommendations

18%

Increase in Average Order Value

12%People who Engage with Recommendations Convert at Higher Rate Compared to Site Average Conversion Rate 366%

Ingredient 3 – Convert Abandoned Cart Into Sales

Personalised Product

Recommendations

Onsite Presonalisation

Cart Abandonment Emails

Multi-stage campaign

Convert Abandoned Carts into Sales Multi stage cart abandonment email campaign

First Email 2nd Email

After 2 hours - Support email no promotion

After 48 hours - Promotional email with promotional coupon

Building our Email Subscriber List Signup during checkout/footer

Back in stock notifications

Offers on site (via popups etc)

Competitions – promote sharing

Send My Cart Pop-up

Send My Cart Feature: Capturing first time visitors email address before they exit

Send My Cart Featured Doubled

our Captured Email Volume !

Abandoned Carts Campaign Results

All Emails Open rate 57%

Abandoned Carts Emails Conversion Rate 25%

Conversion rate email 1 - 15%

Conversion rate email 2- 30%

Cart Abandonment Campaigns ROI

842%

Send my Cart Email

Conversion Rate 31%

Building our Email Subscriber List

Signup during checkout/footer

Back in stock notifications

Offers on site (via popups etc)

Competitions – promote sharing

Send My Cart Pop-up

Increase Sales & Conversion Rate by as Much as

Abandoned Cart Emails

Onsite Personalisation

Product Recommendations

30%

Results you Can Expect?

Contact me:

Email: peter@kitchenwaredirect.com.au

Contact Barilliance:

Email: osric@barilliance.com