Maximizing conversion with checkout optimization
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Maximizing conversion with checkout optimization

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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 Presentation Transcript

  • 1. Maximizing Conversionwith Checkout Optimization Linda Bustos Director of Ecommerce Research www.GetElastic.com @getelastic
  • 2. Avg cart abandonment55-72%
  • 3. Why customers abandon checkout
  • 4. 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
  • 5. 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
  • 6. Conversion happens in the mind Not on your web site -Dr. Flint McGlaughlin
  • 7. People will put up with bad processTo get something that’s indispensible
  • 8. what’s your valueproposition?
  • 9. Value Props in Cart pages
  • 10. Include value propositions In the cart summary proximal to calls to action
  • 11. dealing with FUD
  • 12. “shipping and handling costs too high”
  • 13. • “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
  • 14. 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
  • 15. Macy’s free shipping thresholdat $99 may be more persuasive than $100
  • 16. A “carrot” shows the dollar amount remaining before free shipping. Placing it proximal to thecart total may make it more noticeable
  • 17. “I was not ready to purchase the product”
  • 18. Saving cart contents save sales. Useyour web analytics days to purchase report for ideal cookie length.
  • 19. This call to actionreinforces urgency
  • 20. Urgency
  • 21. “I wanted to compare prices on other sites”
  • 22. again…what’s yourvalueproposition?
  • 23. “product price was higher than I was willing to pay”
  • 24. Promo code boxes encourage code hunting.
  • 25. coupon snipers
  • 26. suppress coupon boxShowing coupon boxes only when customer has beenreferred by email/affiliate is one solution
  • 27. “just wanted to save products in my cart for later consideration”
  • 28. Remarketing emails: Optimize them like landing pages
  • 29. Use incentives wisely (notthe first time / not every time)
  • 30. “shipping and handling costs werelisted too late during the checkout process”
  • 31. 59% expect “total cost” before checkout -OneUpWeb
  • 32. “I didn’t want to register with the site”
  • 33. 23% of shoppers will abandon checkout if forced toRegister –Forrester Research
  • 34. users don’t read instructionsmay start typing in open fields
  • 35. ditto for returning customers
  • 36. Captures the email address in first step for remarketing, one form for all customersThe “Amazon”way
  • 37. “site was asking too much information”
  • 38. save unnecessary marketing segmentationauestions for a post-conversion survey
  • 39. “checkout process was too long or confusing”
  • 40. usertesting
  • 41. heuristicevaluation
  • 42. calls-to-action
  • 43. CTA clarity, styling and placement
  • 44. Competing CTAs
  • 45. CTA outside of eye path
  • 46. CTA labels matter
  • 47. Point of actionassurancesproximal to CTA
  • 48. form usability
  • 49. Labelalignment Localization toolsRequiredfieldformat Tabbability Flexible inputs Tooltips and instructions
  • 50. Time savers Dropdown menus Call to action (not this)Unnecessaryfields
  • 51. VisualCVV explanation
  • 52. Clear errorhandling (notthis)
  • 53. Not this
  • 54. Inlinevalidation
  • 55. 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
  • 56. Browser test
  • 57. split path testingReducing steps may work, but don’t test shortened processes until you optimize the elements within the steps
  • 58. Olympic Store improved checkout by 22%, but results may varyone page checkout
  • 59. “Web site was too slow”
  • 60. Test site speed all the way through your funnel,not just the home page!
  • 61. slow speed culprits• Table based layout• Uncompressed images• Payment gateway – Magnified on slow-band connections, mobile/WIFI, overseas
  • 62. “I didn’t have enough information to make the purchase”
  • 63. proactive chat
  • 64. challenges to moving the needle
  • 65. • Testing the minutiae• Starting with multivariate (or using A/B testing like multivariate)• Focusing on site elements rather than psychology
  • 66. interpreting test results
  • 67. example: should you show cross-sells on the cart page?
  • 68. • 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?
  • 69. Positive or negative results depend on how wellyou’ve nailed it with the treatment design What might be influencing your analysis?
  • 70. 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
  • 71. thank you!www.getelastic.com