Maximizing conversion with checkout optimization
Upcoming SlideShare
Loading in...5
×
 

Maximizing conversion with checkout optimization

on

  • 38,662 views

With average cart abandonment rates falling anywhere between 55 and 72%, it’s no wonder checkout optimization is the number one concern for ecommerce marketers. But redesigns and A/B tests often ...

With average cart abandonment rates falling anywhere between 55 and 72%, it’s no wonder checkout optimization is the number one concern for ecommerce marketers. But redesigns and A/B tests often fail to move the needle because they focus only on checkout design, and ignore the psychological reasons customers are abandoning their purchases.

In this deck you will learn:

*A systematic process for optimizing your website that addresses the FUD (fears, uncertainties and doubts) surrounding the purchase process
*How to perform a heuristic evaluation on your checkout process for design and usability
*Tips for breaking out of your testing rut

Statistics

Views

Total Views
38,662
Views on SlideShare
14,653
Embed Views
24,009

Actions

Likes
73
Downloads
620
Comments
0

71 Embeds 24,009

http://www-ig-opensocial.googleusercontent.com 9241
http://www.getelastic.com 4658
http://www.info-ecommerce.fr 3649
http://iloveconversionrate.se 1856
http://blog.templatemonster.com 1419
http://www.conseilsmarketing.com 475
http://simonsaneback.com 417
http://atcore.dk 321
http://websitetrip.com 311
http://www-open-opensocial.googleusercontent.com 295
http://www.consonaute.fr 228
http://getelastic.dialedin.ca 160
https://twimg0-a.akamaihd.net 122
http://antti0.collected.info 106
http://realwebanalytics.net 93
http://vender-online.blogspot.com.es 75
http://vender-online.blogspot.com 66
http://rascasse.com 53
https://si0.twimg.com 46
http://etraining.org.nz 42
http://eric-morera.blogspot.com.es 28
http://mentine.mentine.net 26
https://twitter.com 24
http://dashboard.bloglines.com 23
http://flavors.me 21
http://us-w1.rockmelt.com 21
http://www.stonepower.fr 19
http://www.newsblur.com 18
http://www.netvibes.com 18
http://blog.websourcing.fr 17
http://feeds.feedburner.com 16
http://www.ericmorera.com 16
http://simonistic.flavors.me 11
http://abtasty.com 10
http://bitly.com 9
http://vender-online.blogspot.com.ar 7
http://saneback.se 6
http://vender-online.blogspot.mx 6
http://eric-morera.blogspot.com 5
http://ehandel.collected.info 5
http://dmz14.app.clicktale.com 5
http://a0.twimg.com 5
http://preprod.info-ecommerce.fr 5
http://webcache.googleusercontent.com 4
http://localhost 4
http://www.paperblog.fr 4
http://reader.googleusercontent.com 4
http://feeds2.feedburner.com 3
http://127.0.0.1 3
http://www.saneback.se 3
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Or this!

Maximizing conversion with checkout optimization Maximizing conversion with checkout optimization Presentation Transcript

  • Maximizing Conversionwith Checkout Optimization Linda Bustos Director of Ecommerce Research www.GetElastic.com @getelastic
  • Avg cart abandonment55-72%
  • Why customers abandon checkout
  • 44% Shipping/handling too high 41% Not ready to purchase 27% Wanted to compare prices 25% Price higher than desired 24% Want to save for laterThe top 5 reasons are non-design / usability issues
  • 14% Didn’t want to register 12% Felt site was asking for TMI 11% Checkout too long/confusing 11% Website too slow 10% Not enough informationThe next 5 reasons are design / usability issues
  • Conversion happens in the mind Not on your web site -Dr. Flint McGlaughlin
  • People will put up with bad processTo get something that’s indispensible
  • what’s your valueproposition?
  • Value Props in Cart pages
  • Include value propositions In the cart summary proximal to calls to action
  • dealing with FUD
  • “shipping and handling costs too high”
  • • “For whatever reason, a free shipping offer that saves a customer $6.99 is more appealing to many than a discount that cuts the purchase price by $10.”--David Bell, WhartonSchool of Business
  • Cart abandonment spikes when cart total is low and when shipping charges are close to the cart totalIt also spikes near the $100, possibly due to the “triple digit” mark
  • Macy’s free shipping thresholdat $99 may be more persuasive than $100
  • A “carrot” shows the dollar amount remaining before free shipping. Placing it proximal to thecart total may make it more noticeable
  • “I was not ready to purchase the product”
  • Saving cart contents save sales. Useyour web analytics days to purchase report for ideal cookie length.
  • This call to actionreinforces urgency
  • Urgency
  • “I wanted to compare prices on other sites”
  • again…what’s yourvalueproposition?
  • “product price was higher than I was willing to pay”
  • Promo code boxes encourage code hunting.
  • coupon snipers
  • suppress coupon boxShowing coupon boxes only when customer has beenreferred by email/affiliate is one solution
  • “just wanted to save products in my cart for later consideration”
  • Remarketing emails: Optimize them like landing pages
  • Use incentives wisely (notthe first time / not every time)
  • “shipping and handling costs werelisted too late during the checkout process”
  • 59% expect “total cost” before checkout -OneUpWeb
  • “I didn’t want to register with the site”
  • 23% of shoppers will abandon checkout if forced toRegister –Forrester Research
  • users don’t read instructionsmay start typing in open fields
  • ditto for returning customers
  • Captures the email address in first step for remarketing, one form for all customersThe “Amazon”way
  • “site was asking too much information”
  • save unnecessary marketing segmentationauestions for a post-conversion survey
  • “checkout process was too long or confusing”
  • usertesting
  • heuristicevaluation
  • calls-to-action
  • CTA clarity, styling and placement
  • Competing CTAs
  • CTA outside of eye path
  • CTA labels matter
  • Point of actionassurancesproximal to CTA
  • form usability
  • Labelalignment Localization toolsRequiredfieldformat Tabbability Flexible inputs Tooltips and instructions
  • Time savers Dropdown menus Call to action (not this)Unnecessaryfields
  • VisualCVV explanation
  • Clear errorhandling (notthis)
  • Not this
  • Inlinevalidation
  • inline validation• 22% increase in success rates• 22% decrease in errors made• 31% increase in satisfaction rating• 42% decrease in completion times• 47% decrease in the number of eye fixations (easier to visually process) – Source: Etre / Luke Wroblewski
  • Browser test
  • split path testingReducing steps may work, but don’t test shortened processes until you optimize the elements within the steps
  • Olympic Store improved checkout by 22%, but results may varyone page checkout
  • “Web site was too slow”
  • Test site speed all the way through your funnel,not just the home page!
  • slow speed culprits• Table based layout• Uncompressed images• Payment gateway – Magnified on slow-band connections, mobile/WIFI, overseas
  • “I didn’t have enough information to make the purchase”
  • proactive chat
  • challenges to moving the needle
  • • Testing the minutiae• Starting with multivariate (or using A/B testing like multivariate)• Focusing on site elements rather than psychology
  • interpreting test results
  • example: should you show cross-sells on the cart page?
  • • What are you measuring? Conversion rate or profit?• How were they presented? Above below fold? Labeled?• Did you use the correct price points? What were the merchandising rules?
  • Positive or negative results depend on how wellyou’ve nailed it with the treatment design What might be influencing your analysis?
  • takeaway• Optimization starts with in-head factors, not on-page factors• Form your testing hypothesis with user testing first, then heuristics• Start with radical redesigns and work from there• Interpret test results wisely
  • thank you!www.getelastic.com