In celebration of Star Wars Day, this blog contains more intergalactic references than Lando Calrissian’s CV…

“Pass on what you have learned. Strength, mastery. But weakness, folly, failure also. Yes, failure most of all. The greatest teacher, failure is.”

Another instant classic from Yoda there, from his small but mighty (much like himself) appearance in The Last Jedi.

[A warning before you read on: no matter what your opinion of it is, please ensure you’ve seen Star Wars Episode VIII: The Last Jedi.  Or, you don’t give a jot about having key plot points from the movie spoiled for you…]

One of the key themes in Rian Johnson’s epic adventure is that of ‘failure’.  Almost every single character drops a clanger at some point during the film.

“Amazing. Every word you just said was wrong”

Here’s one (of many) potential examples:

Luke has been living on the plant Ahch-To for several years, finding more and more ridiculous ways of catching a fish. But he’s not there for the caretaker eye candy – he blames himself for what Kylo Ren became, and has been living in hiding ever since – forcing the Resistance to go to extreme lengths to track him down.

I could go on (and feel free to add more examples in the comments).  But there’s a reason why Johnson chose the theme of failure as his linchpin:

Star Wars has always been about heroes and villains, light vs dark. What tends to define a hero is how they learn from their mistakes, and ultimately decide to change.  Villains never learn, or they can’t bring themselves to accept their weaknesses, and thus they keep making the same choices over and over again.

We learn most when we fail. And that’s as true in remarketing as it is everywhere else.

In fact, we’re big fans of helping our customers pinpoint the biggest failures in their current online journeys – or, to put it another way, working out what difficulties their users are currently having with their purchases.

Fixing these should be the first priority because this is where the biggest marginal gains can be had.

“I have a bad feeling about this…”

Here are some common mistakes that companies make online, which can cause frustration for their users:

  • Lack of key information – for example, for retailers, what are your delivery options? If someone needs an item next day but that’s not available, it’s best they know sooner rather than later.
  • Too many distractions on a page – simplicity is key!
  • Complex navigation – see above!
  • Intrusive ads – nothing like frustrating your users before they’ve had a chance to purchase.
  • Poor mobile experience – having to change the keypad when entering a number, the screen isn’t optimised…
  • Lack of choice with registration process – such as checking out as a guest when people are short on time.
  • No seamless experience – Netflix and Amazon are awesome at offering a seamless experience across all devices – allowing you to pick up where you left off.

As James Gurd, Ecommerce Consultant at Digital Juggler wrote in our recent ebook (‘The Expert’s Guide to Conversion Rate Optimisation’):

“Find something on the website that is hammering your checkout conversion rate. Often this is the basket or sign-in/register page. Dig into the analytics data – look at conversion funnels, exit points, bounce rates for each step, segment based on user type, device etc. 

Then do some session replay analysis (use a tool like Inspectlet or Hotjar to help, reasonably priced) and send a simple survey to people who have abandoned and not returned in the past 3 months (for whom you have a captured email address) to ask them a few questions about why they didn’t complete the order online.“

Being wrong is a fact of life – we all do it.  We’ll find out in December 2019 (the release date of Star Wars Episode 9), just how much the characters who made mistakes in The Last Jedi learn from them.  Will they repeat and become the villain? Or will they accept what they’ve done, and heroically try to make things right?

“I love you. I know.”

Here’s a brilliant example from one of our customers IKEA who, rather than ask several ‘Yes/No’ questions, asked just the one:

 

 

 
 
 
 
 
 
 
 
 
 
 
 

This provides them with a great opportunity to get know very specific types of data about the product you’re wanting, and make it more likely for you to buy next time. See more great examples in Nic’s blog, ‘Are Abandonment Surveys the Answer to Customer Feedback’?

Another act of redemption (for any shoppers who may have lost their way), is to send a cart abandonment email. The vast majority of shoppers who add items to their cart leave without making a purchase (the average is 76%).

A great way of leading these shoppers back to the light side is to use customer data to segment and personalize the content of these emails so that the product is relevant to the customer.

Virgin Atlantic increased online sales by 5% by using remarketing emails.  With impressive open and click-through rates, these type of emails are sure to get more of your customers purchasing faster than you can say “Scruffy looking nerf herder”.

Virgin Atlantic have also reduced their online cart abandonment rate – by ensuring customers have the option to save their flight details for later.

 

 
 
For more tips, check out Graham’s blog on what makes a great cart abandonment email.

If you’re interested in learning more about how you can identify the biggest blockages in your current online journey, have a chat with a member of our team who can talk you through everything.

May the Fourth be with you.