Articles/Speaker Abstracts
Charles Nicholls actively writes articles and leads sessions at industry conferences on the following topics:
The Science of Shopping Cart Abandonment
Why do visitors abandon shopping carts? What are their motivations? What can we learn by segmenting abandoners based on behavior? How can email remarketing work to recover abandoned shopping carts? Drawing on new primary research which gives fascinating new insights into online buyer motivations, this presentation suggests practical techniques that can be applied to prevent abandonment and recover abandoned shopping carts.
Conversion Optimism v Conversion Optimization
On average only 2-3% of website visitors convert, while only 3 out of 10 people that get as far as the shopping cart convert. Small changes to a website's conversion rate have a dramatic impact on sales. Yet most emarketers want traffic above all and are willing to invest big bucks to get it—through SEO, paid search, display advertising, referral, social media, and so on. Why do marketers often focus on website traffic and not on plugging the conversion leaks? This presentation uses new primary research and examples to illustrate practical techniques which marketers can apply to optimize website conversions and ultimately ROI.
Recovering Abandoned Shopping Carts & Web Forms
On average 70% of visitors that place items in their shopping carts do not complete the process. Equally, 65% of visitors that start a web form do not complete the form. Email remarketing programs can recover up to half of these abandoners, boosting conversion rates significantly. This presentation draws on extensive analysis of email remarketing campaigns to show you how to make these programs deliver significantly more conversions. Using examples and split tests, this how to session covers what to send, when to send it, and how to use promotions without cannibalizing future sales.
Gorilla in our midst: Competing in an Amazon dominated ecommerce market
By focusing on Low prices, Selection and Convenience Amazon has come to dominate ecommerce, with a 30% market share. But how can ecommerce businesses build a defendable niche ecommerce business that Amazon won't cannibalize? This presentation looks strategies used to compete with Amazon, and tactical lessons that ecommerce marketing and merchandising teams can learn from Amazon.
