Maximizing conversion with checkout optimization
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Maximizing conversion with checkout optimization



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



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

  • Maximizing Conversionwith Checkout Optimization Linda Bustos Director of Ecommerce Research @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!