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Henry Kobsch - Jubeln statt hinfallen - So erhöhen Sie die Konversionsrate

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Vortrag vom e-Commerce Day 2016 von Henry Kobsch (Senior Manager of DACH Key Account, Klarna GmbH) mit Tipps, um die Conversion Rate im eigenen Shop zu steigern. Alles rund um den perfekten Checkout.

Video und Recap: https://www.hitmeister.de/ecommerceday/videos/2016/jubeln-statt-hinfallen/

Publicado en: Ventas
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Henry Kobsch - Jubeln statt hinfallen - So erhöhen Sie die Konversionsrate

  1. 1. Henry Kobsch, Senior Manager of DACH Key Account, Klarna GmbH
  2. 2. Die Klarna Group • 2005 mit dem Ziel gegründet, das Einkaufen im Internet zu vereinfachen • In 18 Ländern aktiv • 65.000 Online-Shops in ganz Europa • 45 Millionen Endkunden • 400.000 Transaktionen täglich • 10 Milliarden Euro Transaktionsvolumen in 2015
  3. 3. Einige unserer 65.000 Online-Shops
  4. 4. Start des Kaufprozesses Ihr Kunde ist startklar. Er muss sein Produkt nur noch bezahlen…
  5. 5. Vorname Nachname Einloggen Registrieren Passwort Emailadresse Benutzername Telefonnummerprivat Telefonnummermobil Adresse Lieferadresse Stadt Kreditkartennummer
  6. 6. Nachname Einloggen Adresse Stadt Nachn Einloggen gistrieren Passwort Emailadresse Benutzername Telefonnummermobil Lieferadresse Stadt Kreditkartennummer
  7. 7. Das Stolpern
  8. 8. Von den Interessenten, die ihren Kauf im Checkout abschließen wollen…
  9. 9. …schließen nur wenige den Einkauf dort auch wirklich ab. Auf Smartphones sind die Konversionsraten sogar noch geringer.
  10. 10. …Hier werden noch weniger Interessenten zu Käufern.
  11. 11. Das Hinfallen
  12. 12. Google Analytics in Real Life, Youtube Video by Google Analytics.
  13. 13. Die Herausforderung Zu viele vertrauliche Daten erforderlich Unübersichtlicher Zahlungsprozess Bevorzugte Zahlungsart fehlt Die Gründe für den Kaufabbruch sind vielfältig
  14. 14. Es ist nicht einfach, Online-Händlerzu sein
  15. 15. Verträge Kontakte Retouren / Rückzahlungen Abwicklung Kundenservice ERP Integration Wartung Banküberweisung Kreditkarte NachnahmeRechnung Verträge Kontakte Retouren / Rückzahlungen Abwicklung Kundenservice ERP Integration Wartung ELV Verträge Kontakte Retouren / Rückzahlungen Abwicklung Kundenservice ERP Integration Wartung Verträge Kontakte Retouren / Rückzahlungen Abwicklung Kundenservice ERP Integration Wartung Verträge Kontakte Retouren / Rückzahlungen Abwicklung Kundenservice ERP Integration Wartung Es ist nicht einfach Online-Händler zu sein
  16. 16. Was ist Händlern bei der Auswahl des Zahlungsverfahrens am wichtigsten? Studie: „Gesamtkosten von Zahlungsverfahren“; ibi research, 2014
  17. 17. Was ist Kunden bei der Auswahl des Zahlungsverfahrens am wichtigsten? Studie: „Payments im eCommerce“; ECC Köln, 2015 Sicherheit des Verfahrens Seriösität des Verfahrens Datenschutz Einfache und bequeme Bedienung Keine Kosten für die Nutzung Einfache Rückerstattungsmöglichkeit
  18. 18. Gegenüberstellung der Präferenzen 1 2 3 4 5 Rechnung Rechnung mit Dienstleister (nur Händler) Lastschrift PayPal Vorkasse Kreditkarte Nachnahme Barzahlung bei Abholung (stationär) Finanz- / Ratenkauf Amazon Payments Verbraucher Händler Verbraucher: 1.346 ≤ n ≤ 2.023 Händler: 180 ≤ n ≤ 348 Studie: „Payments im eCommerce“; ECC Köln, 2015
  19. 19. Zahlungsverfahren und Kaufabbrüche 41,6 9,1 36,0 5,6 7,7 74,7 13,2 3,6 6,2 n = 2.024 Wie gehen Sie vor, wenn Ihr Lieblingsverfahren nicht zur Verfügungsteht? 50,7 % brechen ab n = 2.040 Wie gehen Sie vor,wenn keines der Top 5 Lieblingsverfahren zur Verfügungsteht? 8,5% brechen ab Kaufabbruch und Suche stationär Kaufabbruch und Suche in anderem Online-Shop Abhängig von anderen angebotenen Zahlungsverfahren Wechsel zu anderem Zahlungsverfahren ohne Probleme Wechsel zu anderem Zahlungsverfahren, aber sehr ungern Studie: „Payments im eCommerce“; ECC Köln, 2015
  20. 20. Verhältnis der direkten und indirekten Kosten zu den Gesamtkosten Studie: „Gesamtkosten von Zahlungsverfahren“; ibi research, 2014
  21. 21. Es dauert durchschnittlich 8 Tage, bis das Geld vollständig da ist Studie: „Gesamtkosten von Zahlungsverfahren“; ibi research, 2014
  22. 22. Zahlungsverzögerung: 17,54 Euro Studie: „Gesamtkosten von Zahlungsverfahren“; ibi research, 2014 Durchschnittlicher Warenkorb von 100,50 Euro
  23. 23. Durchschnittlich kostet ein Inkassoverfahren 30,10 Euro Studie: „Gesamtkosten von Zahlungsverfahren“; ibi research, 2014
  24. 24. Zahlungsausfall: 66 Euro Studie: „Gesamtkosten von Zahlungsverfahren“; ibi research, 2014 Durchschnittlicher Warenkorb von 100,50 Euro
  25. 25. Retourenabwicklung: mind. 2 Euro Studie: „Gesamtkosten von Zahlungsverfahren“; ibi research, 2014 Durchschnittlicher Warenkorb von 100,50 Euro
  26. 26. 4 von 5 Händlern ermitteln nicht, wie stark ihre Retourenquote vom Zahlungsverfahren abhängt Studie: „Gesamtkosten von Zahlungsverfahren“; ibi research, 2014
  27. 27. Eine manuelle Nachbearbeitung kostet durchschnittlich 11, 51 Euro Studie: „Gesamtkosten von Zahlungsverfahren“; ibi research, 2014
  28. 28. Schaden für deutschen E-Commerce-Markt pro Jahr 1 Milliarde Euro Studie: „Gesamtkosten von Zahlungsverfahren“; ibi research, 2014 durchschnittlicher Warenkorb:100,50 Euro durchschnittliche Retourenquote: 7 Prozent Anzahl der monatlichen Bestellungen: 2979
  29. 29. Warum Kundenihren Einkaufabbrechen: 1 2 3 4 5 6 1. Fehlen der bevorzugten Zahlungsart:53,7% 2. Unübersichtlicher / zu langer Zahlungsprozess: 29,2% 3. Registrierung beim Zahlungsanbieter notwendig:26,1% 4. Gebühren für eine bestimmte Zahlungsartfallen an:25,3% 5. Zu viele bzw.vertrauliche Daten erforderlich:24,4% 6. Technische Probleme / Fehler: 22,5% Source:ECC Studie, Payment im E-Commerce Vol. 19,2015
  30. 30. Die Lösung liegt nah... 80% der Händler sehen in der Checkout-Optimierung einen Weg zur Umsatzsteigerung 90% der deutschen Händler analysieren nicht regelmäßig den Checkout-Prozess
  31. 31. There is no quick fix
  32. 32. Mindestbetrag für kostenlosen Versand?
  33. 33. Warenkorbals Wunschliste speichern, wenn der Kaufprozess abgebrochen wird
  34. 34. 89% Position 1 Position 2 Position 3 Position 4 Klickrate für Karussel
  35. 35. Consumers vs Merchant Up-sell Shipping fee Invoice fee Product pricing Customer data Up-sell Shipping fee Invoice fee Product pricing Customer data
  36. 36. Auto-Korrektur von Email-Adressen abstellen: <input type=„email“ autocorrect=„off“ /> Auto-Großschreibung nach dem Punkt vermeiden: <input type=„email“ autocapitalization=„off“ />
  37. 37. A/B Testing • Old Testament's Book of Daniel • Institutionalized in psychology and education in the late eighteen-hundreds • Pharmaceutical industry
  38. 38. Farmer Joe grows tomatoes. Farmer Joe has a lot of bugs. New pesticide (treatment). Farmer Joe
  39. 39. First try June July Control Treatment June as control, and July with treatment
  40. 40. Second try Same time Control Treatment
  41. 41. Long term effect
  42. 42. Measure the result by A/B testing Version A Version B 0 10 20 30 40 50 60 DAY 6DAY 5DAY 4DAY 3DAY 2DAY 1 CONVERSION RATE Checkout
  43. 43. Performance metrics
  44. 44. Ziel erreicht

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