Interview • 10.07.2018

Online marketing: Huge opportunities after transaction completion

Interview with Geoff Smith, CMO at Rokt on the much underrated confirmation page

"Thank you for your purchase!" Statements like these make customers happy - and their minds more open and receptive to new ideas according to a study by web store optimizer Rokt. Special emphasis is put on the moment right after a successful transaction.

Mr. Smith, in your study titled "The happiest place in digital marketing", you asked nearly four thousand consumers from the UK, the US, Germany, and Australia how they use the Internet and inquired when they feel their happiest. What was your objective in this case?

We wanted to find out when Internet users are happiest and most engaged and focused. We always knew that the transaction moment when consumers shop online is a very special experience. But we wanted to know how special this moment exactly is compared to all other online activities.

Geoff Smith; Copyright: Rokt
"Social media is too highly regarded as a marketing channel, especially from a financial perspective. Marketers should reorient their thinking as soon as possible." Geoff Smith, CMO Rokt
Source: Rokt

What did you find out?

People are happiest online when they are shopping. Having said that, they are even happier when they get to the confirmation page, meaning during or right after completing their purchase. You also have to remember that the user’s focus and attention are also at the highest level when he/she shops. When consumers shop online, they are not sidetracked and essentially don’t do anything but shop. Marketers need to take advantage of that!

Based on your study, what is your recommendation for online store operators?

We know from experience that e-commerce operators focus intently on the customer journey. They try to encourage consumers to not only browse but also to buy. They spend a lot of time optimizing this process to get people in and out as quickly as possible. Meanwhile, we also notice that most e-commerce operators spend very little time verbalizing and articulating their transaction confirmation page.

We have seen countless examples of the most beautiful and optimized and the worst, non-optimized checkout pages. This is where marketers and operators must take decisive action since this is where customers are their happiest and open for cross-selling or up-selling activities. Unfortunately, e-commerce operators are not taking appropriate actions or are unaware of the untapped opportunities confirmation pages provide in this area.

Photo
Source: Screenshot/www.thomann.de

What challenges must online store operators face up to?

These are opportunities and not challenges. The confirmation page tells you precisely who your customer is. Operators know exactly what customers have purchased and can presume what they must do next. They now know which additional measures or further offers and suggestions make sense to encourage the customer to continue shopping. Needless to say, the shopping cart will dictate the products operators should suggest and offer.

What should a perfect confirmation page look like?

The confirmation page is hardly ever used for information. The page usually only states the order confirmation number and confirms that the order is now complete. That’s a complete waste of resources! You can offer customers more than that. You can offer a coupon, a discount on the customer’s next purchase or suggest similar products that might interest the consumer.

Empty confirmation page of a German webshop; Screenshot/www.vonfloerke.com...
Source: Screenshot/www.vonfloerke.com

I was actually surprised to learn that the confirmation page is the moment when the customer is ready to buy more. After all, he or she has just reached his or her goal. How do you account for that?

That's a great question. Customers are simply open to new things at that time and are excited about further offers and suggestions.

Do the results of your study apply to all industry sectors or were you able to identify any differences?

We asked consumers about the types of purchases they made online over the past two weeks. Customers visited nearly all industry sectors online. The industry sector is actually not the crucial part in this case. Instead, it’s essential that the optimization matches the brand and goes with the product only to a lesser extent. If you operate a premium fashion e-commerce site, Hotels.com is likely not the right match for your brand, though there may be other options that fit the brand that consumers might be able to take advantage of. This includes tips and tricks on how the buyer should best care for the newly purchased product and matching products for example.

Interview: Nora Petig, iXtenso - Magazine for Retailers

related articles:

popular articles:

Thumbnail-Photo: Kaufland relies on state-of-the-art technology...
07.11.2018   #pos systems #retail

Kaufland relies on state-of-the-art technology

With an innovative POS system by AURES Technologies

Kaufland offers a completely new shopping experience with ist new store concept. The markets convince with their new, noble and highquality appearance. Modern colors combined with light wood and a new lighting concept create a pleasant atmosphere. ...

Thumbnail-Photo: Self-service sells
08.02.2019   #touch screens #kiosk terminals

Self-service sells

Kiosks represent an important part of retail’s future

Self-service is growing exponentially in all areas of retail, hotels, restaurants, healthcare and banking environments. Customers increasingly expect self-service technology options and traditional brick-and-mortar stores are no exception. Retailers ...

Thumbnail-Photo: Posiflex: interactive self-service kiosk systems for the POS...
21.02.2019   #kiosk terminals #self service terminals

Posiflex: interactive self-service kiosk systems for the POS

Going through changes and coming out stronger - Posiflex aquisitions

Thumbnail-Photo: SMX Munich 02.-03.04.2019
08.01.2019   #event #marketing

SMX Munich 02.-03.04.2019

iXtenso readers receive 15% off their admission ticket

Innovations, trends and outlooks on SEO, PPC and online marketing will be presented at SMX Munich! Here, including workshops, the most important players and leading heads of the worldwide SEO, PPC and online marketing industry will gather in just ...

Thumbnail-Photo: Store Transformation drives Self-Service Technology...
08.01.2019   #Trade fair special EuroCIS 2019

Store Transformation drives Self-Service Technology

Self-Checkout Solutions at EuroCIS 2019

The annual “Global EPOS and Self-Checkout” report care of London-based market research and consulting firm RBR shows what is happening around the globe at self-service checkouts. According to the report, retailers worldwide ...

Thumbnail-Photo: 3D shop and customer analysis with artificial intelligence...
04.02.2019   #customer analysis #Trade fair special EuroCIS 2019

3D shop and customer analysis with artificial intelligence

Product innovation at EuroCIS: Intenta S1000 people counter

Intenta presents the new Intenta S1000 people counter at this year’s EuroCIS – a new 3D vision sensor for fully automatic intelligent scene interpretations. This retail specialist tracks precise data for customer statistics thus giving ...

Thumbnail-Photo: Toshiba: artificial intelligence for frictionless shopping...
21.02.2019   #self-checkout systems #Trade fair special EuroCIS 2019

Toshiba: artificial intelligence for frictionless shopping

AI, edge computing and smart shelf technology at the EuroCIS 2019

Thumbnail-Photo: RFID tags with features for the cashierless store...
29.10.2018   #mobile payment #payment systems

RFID tags with features for the cashierless store

Customers can unlock products on their own thanks to smart tags

China and the U.S. already feature cashierless stores but things are coming along in Europe, too. Several startup companies want to eliminate long checkout lines and advertise better retail security tags. We took a closer look at these ...

Thumbnail-Photo: The new connection: Mobile payment via electronic shelf labels...
03.01.2019   #mobile payment #brick and mortar retail

The new connection: Mobile payment via electronic shelf labels

Interview with Alexander Hahn from digital payment service provider Wirecard

It’s a customer’s dream: no more waiting in line at the checkout counter. At this point, consumers can already scan their purchases with their smartphones, pay and leave the store. Wirecard collaborates with SES-imagotag and makes this ...

Thumbnail-Photo: The right payment options for online stores
11.02.2019   #online trading #security

The right payment options for online stores

How you can combat shopping cart abandonment with the right methods

One of the main reasons why shoppers will abandon a purchase is when popular online payment methods are not an option. That’s why online retailers must know what these payment options are. We give you an overview of the pros and cons for ...

Supplier

Elo Touch Solutions NV
Elo Touch Solutions NV
Kolonel Begaultlaan 1C11
3012 Leuven
ROQQIO Commerce Solutions GmbH
ROQQIO Commerce Solutions GmbH
Harburger Schloßstraße 28
21079 Hamburg
SES-imagotag Deutschland GmbH
SES-imagotag Deutschland GmbH
Bundesstraße 16
77955 Ettenheim
POSIFLEX GmbH
POSIFLEX GmbH
Flinger Broich 203
40235 Düsseldorf
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau
Intenta GmbH
Intenta GmbH
Ahornstraße 55
09112 Chemnitz
Permaplay Media Solutions GmbH
Permaplay Media Solutions GmbH
Aschmattstr. 8
76532 Baden-Baden
LANCOM Systems GmbH
LANCOM Systems GmbH
Adenauerstraße 20 / B2
52146 Würselen
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
Allgeier Enterprise Services
Allgeier Enterprise Services
Westerbachstr. 32
61476 Kronberg im Taunus