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: Francisco Partners Completes Acquisition of Verifone...
27.08.2018   #payment systems #payment terminals

Francisco Partners Completes Acquisition of Verifone

Mike Pulli assumes role of CEO at Verifone

Verifone Systems, Inc. (“Verifone” or the “Company”), a global leader in payment and commerce solutions, today announced that it has been acquired by an investor group led by Francisco Partners, a leading technology focused ...

Thumbnail-Photo: Make room for innovation: Cloud services for agile businesses...
05.10.2018   #data warehouse management #software as a service (SaaS)

Make room for innovation: Cloud services for agile businesses

Implement your retail pilot projects faster than ever. Interview with SAP retail experts.

Leaner, faster, more useful: Cloud solutions help analyze customer information and make meaningful use of it. Ralf Kern and Achim Schneider of the Industry Business Unit Retail at SAP reveal which retailers no longer want to do without the cloud and ...

Thumbnail-Photo: New cash management solutions for the convenience sector...
08.11.2018   #cash management #cash handling systeme

New cash management solutions for the convenience sector

APG Cash Drawer partners with MSP Systems

APG Cash Drawer, a fast-growing global manufacturer of cash management solutions, announced today its new partnership with MSP Systems, a leading EPOS technology provider for the convenience sector in the UK.  MSP is now offering the SMARTtill ...

Thumbnail-Photo: Mobile payment service
20.08.2018   #mobile payment #customer satisfaction

Mobile payment service

Mall of America® welcomes chinese consumers

CITCON, the leading cross-border mobile payment and marketing company announced today its partnership with Mall of America®, the nation's largest entertainment and retail complex. The CITCON cross-border mobile payment solution will be ...

Thumbnail-Photo: Bygg-Ole in Sweden streamlines stores with electronic shelf labels...
12.10.2018   #electronic shelf labels (ESL) #electronic shelf labelling

Bygg-Ole in Sweden streamlines stores with electronic shelf labels

For more efficiency and free up time for more promotional activities

With the goal of saving time and money, the DIY retailer Bygg-Ole in Stockholm has implemented the solution Breece electronic shelf labels, which will help the DIY retailer to increase efficiency and free up time for more promotional ...

Thumbnail-Photo: Superdata PromoServer – Customer loyalty as a factor of success...
26.10.2018   #multichannel commerce #customer relationship management

Superdata PromoServer – Customer loyalty as a factor of success

All instruments for customer loyalty and sales in a single solution

Customer loyalty programs play a central role in the retail industry in order to secure the customer’s favor with increasing competition. With the expansion of the sales and communications channels, the challenge of customer loyalty has ...

Thumbnail-Photo: Payment solutions in the self-service market...
13.09.2018   #payment systems #self-checkout systems

Payment solutions in the self-service market

CCV and PAX are forming a joint venture

CCV, one of the largest payment service providers and suppliers of payment solutions in Europe, and PAX Technology Limited, subsidiary of PAX Global Technology Limited (“PAX Global”) (Stock Code: 00327.HK), one of the leading electronic ...

Thumbnail-Photo: Innovative in-store solution for Dublin university...
10.10.2018   #epos systems #cashpoints, cash register, cash desk

Innovative in-store solution for Dublin university

APG Cash Drawer with Retail Solutions installs SMARTtill Cash Management
Technology

APG Cash Drawer, a fast-growing global manufacturer of cash management solutions, announced today their SMARTtill Intelligent Cash Drawer has been installed in Dublin City University’s (DCU) new Londis store as part of its goal to maximize ...

Thumbnail-Photo: Toshiba is the leader in EPOS technology
18.10.2018   #cashpoints, cash register, cash desk #self service terminals

Toshiba is the leader in EPOS technology

Nearly 50 percent growth in self checkout market share

Toshiba Global Commerce Solutions (TGCS), the global market share leader in installed retail point of sale (EPOS) technology, has rapidly-grown its worldwide self-checkout (SCO) market share by 46 percent, according to research and consulting ...

Thumbnail-Photo: Marketing automation: The USP of the online world...
25.09.2018   #online trading #customer satisfaction

Marketing automation: The USP of the online world

How to successfully develop a personalized sales approach almost automatically

Every day, marketers grapple with a mixture of database, web analytics, communication, workflows, and CRM synchronization. Processes today can be summarized, analyzed and optimized with the help of marketing automation - for a personalized sales ...

Supplier

AURES Technologies GmbH
AURES Technologies GmbH
Maisacherstr. 118
82256 Fürstenfeldbruck
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau
Verifone (UK) Limited
7 Cowley Business Park, High Street
UB8 2AD Cowley, Uxbridge
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Superdata EDV-Vertrieb GmbH
Superdata EDV-Vertrieb GmbH
Ruhrstr. 90
22761 Hamburg
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven