basket & checkout benchmarks Dr Mike Baxter 12 th March 2008

what is a benchmark? surveying: a point of reference for a measurement computing: relative performance using standardised tests http:// en.wikipedia.org /wiki/Benchmark

drinking from a fire hose! 8,056,579 data views in Google Analytics

8,056,579 data views in Google Analytics

Checkout abandonment

what is a benchmark? surveying: a point of reference for a measurement computing: relative performance using standardised tests business: evaluation of process relative to best practice http:// en.wikipedia.org /wiki/Benchmark

what is a benchmark? surveying: a point of reference for a measurement computing: relative performance using standardised tests business: evaluation of process relative to best practice http:// en.wikipedia.org /wiki/Benchmark ‘ Mony a mickle maks a muckle’

what is a benchmark? surveying: a point of reference for a measurement computing: relative performance using standardised tests business: evaluation of process relative to best practice http:// en.wikipedia.org /wiki/Benchmark ‘ Mony a mickle maks a muckle’ Which of the many small details are you going to invest in to improve your basket and checkout

Making sense of checkout - in the mind of the customer Proposition Transaction

Proposition and Transaction

Purchase Proposition Product proposition Price proposition Delivery proposition Payment proposition Registration proposition

Product proposition

Price proposition

Delivery proposition

Payment proposition

Registration proposition

Purchase Proposition Home Page Category Page Product Page Basket Page

Home Page

Category Page

Product Page

Basket Page

Purchase proposition: Home page

Purchase proposition: Category page www.comet.com 1. Product image  2. Product description  3. Up-sells / Down-sells  4. Link to policies, terms and conditions etc.  5. Cross-sells  6. Product price  7. Availability  8. Link to delivery info  9. Delivery date/period  10. Delivery charges 

Purchase proposition: Category page

Purchase proposition: Product page

Availability X Price per product X Link to terms and conditions, returns policy, security etc. X Payment options X Delivery charges X Delivery date/period X Link to delivery information X Purchase proposition: Product page www.next.com

Availability X

Price per product X

Link to terms and conditions, returns policy, security etc. X

Payment options X

Delivery charges X

Delivery date/period X

Link to delivery information X

Purchase proposition: Product page www.amazon.co.uk

Purchase proposition: Basket page

Basket Design Mini basket on every page transitional effects link to full-page basket All aspects of purchase proposition shown in full-page basket Options for ‘continue shopping’ www.rei.com www.play.com

Mini basket on every page

transitional effects

link to full-page basket

All aspects of purchase proposition shown in full-page basket

Options for ‘continue shopping’

Proposition and Transaction

Enclosing the Checkout Process

Avoiding Loss of Information

error messages basket new user address new card billing summary

<img style=&quot;WIDTH: 15px; HEIGHT: 20px&quot; height=&quot;20&quot; src=&quot;http://www.joules.screencommerce-ntt.com/public/images/spacer.gif&quot; width=&quot;20&quot; align=&quot;absMiddle&quot; />

Checkout Customers will always abandon checkout It’s all to do with how we think about purchase commitment 45% to 60% abandonment rates, however, are not inevitable Make sense of your customers’ experience of checkout and work on resolving the small issues to improve it YOU CAN REDUCE CHECKOUT ABANDONMENT

Customers will always abandon checkout

It’s all to do with how we think about purchase commitment

45% to 60% abandonment rates, however, are not inevitable

Make sense of your customers’ experience of checkout and work on resolving the small issues to improve it

YOU CAN REDUCE CHECKOUT ABANDONMENT

Checkout http://www.e-consultancy.com/publications/online-retail-checkout-2007/ Online Retail 2007 Checkout Special Contact: [email_address] 07740 664696

End Questions? E: [email_address] T: 01932-333592 Or to find out more, visit http://www.pindar.com/ecommerce/analytics.asp

Questions?

E: [email_address]

T: 01932-333592

Or to find out more, visit http://www.pindar.com/ecommerce/analytics.asp

www.pindar.com/ecommerce