3 Keys to improving your
customer’s checkout
experience
Kath Pay, Plan to Engage
James Critchley, cloud.IQ
Sponsored by:
Your presenter – KathPay
• 14+ years of
experience in digital &
email marketing
• Digital Marketing
Consultant, Trainer &
...
About Plan to Engage
• Email Marketing Strategy
• Email Design & Coding
• Deliverability Support
• Email Vendor Selection
...
Enterprise Technology For Everyone
FBM TheoryBehaviormodel.org
3 simple keys….
1. Build up their motivation
2. Make it easy to do so
3. Ask for it at the right time
It is not the magnitude of change on
the “page” that impacts conversion; it
is the magnitude of change in the
“mind” of th...
#1 Motivation
pleasure/pain, hope/fear, social acceptance/rejection
4 types of web usersJakob Nielsen 2007
4 very different approaches
• A: Search Dominant/Competitive
• B: Navigation Dominant/Methodical
• C: Tool Dominant/Sponta...
4 different personality patterns
Competitive Spontaneous
Methodical Humanistic
FAST
SLOW
LOGICAL EMOTIONAL
Competitive
Fast-paced decision-making, logically oriented
13
Competitive
Why is your solution better than other solutions?
Screwfix
Methodical
Slow-paced decision-making, logically oriented
15
Methodical
How can your solution fix my problem?
Spontaneous
Fast-paced decision-making, emotionally oriented
17
Spontaneous
Why is your solution now the best solution for my
problem?
Humanistic
Slow-paced decision-making, emotionally oriented
19
Humanistic
Who has alreadyused your solution to solve my
problem?
Use designelements to help them to make a decision
loss aversion refers to people's
tendency to strongly prefer avoiding
losses to acquiring gains.
Some studies suggest that...
Loss Aversion
Use Anchoring
Address their concerns
After addingitems to your basket,what would
make you abandon your purchase?
Econsultancy
So why do they abandon?
Put their mind at rest
Reassuring
#2 Ability
time, money, physical effort, brain cycles, social deviance, non-routine
We LOVE Customer Service!
Proactive chat on Comparison page
increased sales by 211%
Proactive7.com
Proactive chat in the checkout –
increased sales 20% & AOV 43%
Once you are in the checkout process, what would
deter you from completingthe purchase?
Econsultancy
“A general “law of least effort” applies to
cognitive as well as physical exertion. The law
asserts that if there are seve...
Gamefy the task
Need more information? - Gamefy the task
Step 2
Step 3
Step 4
Step 12
So…… what DO we think about CAPTCHA?
Gamefy the task
Increase of customer profile completions rose from
63% to 99%
Make it easy for them to achieve your objective
Increased visits to the lead generationpage by
93.71% with a statistical significance of 96%
Visual Website Optimizer Test...
Leverage Commitment &
Consistency principle
Hmmm….that’s pretty easy…
Get them in the door – halvedtheir abandonment rate
• Removed forced
registration
• Removed requirement
for registration or
password before the
checkout
• Questioned & tested...
#3 Trigger
facilitator, spark, interest
Groupon– optimisingsignupformpositiononlanding
page
Eyequant
52% uplift inconversion!
• Groupon used EyeQuant to optimise the design of
their international landing pages.
• The initial EyeQuant test showed th...
Make the task obvious
Get the design hierarchy right
Easiest change – huge impact
Contentverve
Ask for the right action at the
right time
Replaced Buy Now with Add to basket - 17% increase
Schuh
Increased conversions by 14.79%.
Contentverve
14.79% more conversions
The treatment CTA Copy increased
conversions by 14.79%
Sample size: 14230 visitors / 541 conversio...
Be aware the power of words
Register (seen negatively)
vs
New Customer (seen positively)
Re-mailing works a treat!
Lifecycle Case Study:
Abandoned Basket
Results versus blast email:
Conversion rate: 81% increase
Note: It is worth testing...
Lifecycle Case Study:
Abandoned Search (Browsed not bought)
Results versus blast email:
Conversion rate: 44% increase
Note...
Get started with our FREE cart Analyser
Access to our real time
interactive analytics
Dashboard
Prove the success of the
p...
Questions?
Kath Pay
@kathpay
Kath@PlanToEngage.com
www.linked.com/in/kathpay
https://www.brighttalk.com/webcast/8461/102621
Watch the Webinar at:
3 Keys to Improving Your Customers Checkout Experience
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3 Keys to Improving Your Customers Checkout Experience

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How often have you abandoned a checkout due to a confusing and difficult experience?

Unfortunately this is more common than it should be. Join Kath Pay of Plan to Engage and James Critchley of cloud.IQ, where we will focus on 3 keys to leverage in order to prevent abandonment of the shopping cart process.

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3 Keys to Improving Your Customers Checkout Experience

  1. 1. 3 Keys to improving your customer’s checkout experience Kath Pay, Plan to Engage James Critchley, cloud.IQ Sponsored by:
  2. 2. Your presenter – KathPay • 14+ years of experience in digital & email marketing • Digital Marketing Consultant, Trainer & Speaker • Lead trainer for Email Marketing for Econsultancy, the IDM & THE DMI in the UK @kathpay
  3. 3. About Plan to Engage • Email Marketing Strategy • Email Design & Coding • Deliverability Support • Email Vendor Selection • Conversion Optimization • Workshops & Training Courses www.PlanToEngage.com
  4. 4. Enterprise Technology For Everyone
  5. 5. FBM TheoryBehaviormodel.org
  6. 6. 3 simple keys…. 1. Build up their motivation 2. Make it easy to do so 3. Ask for it at the right time
  7. 7. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect. - Dr. Flint McGlaughlin
  8. 8. #1 Motivation pleasure/pain, hope/fear, social acceptance/rejection
  9. 9. 4 types of web usersJakob Nielsen 2007
  10. 10. 4 very different approaches • A: Search Dominant/Competitive • B: Navigation Dominant/Methodical • C: Tool Dominant/Spontaneous • D: Successful/Humanistic
  11. 11. 4 different personality patterns Competitive Spontaneous Methodical Humanistic FAST SLOW LOGICAL EMOTIONAL
  12. 12. Competitive Fast-paced decision-making, logically oriented
  13. 13. 13 Competitive Why is your solution better than other solutions? Screwfix
  14. 14. Methodical Slow-paced decision-making, logically oriented
  15. 15. 15 Methodical How can your solution fix my problem?
  16. 16. Spontaneous Fast-paced decision-making, emotionally oriented
  17. 17. 17 Spontaneous Why is your solution now the best solution for my problem?
  18. 18. Humanistic Slow-paced decision-making, emotionally oriented
  19. 19. 19 Humanistic Who has alreadyused your solution to solve my problem?
  20. 20. Use designelements to help them to make a decision
  21. 21. loss aversion refers to people's tendency to strongly prefer avoiding losses to acquiring gains. Some studies suggest that losses are twice as powerful, psychologically, as gains.
  22. 22. Loss Aversion
  23. 23. Use Anchoring
  24. 24. Address their concerns
  25. 25. After addingitems to your basket,what would make you abandon your purchase? Econsultancy
  26. 26. So why do they abandon?
  27. 27. Put their mind at rest
  28. 28. Reassuring
  29. 29. #2 Ability time, money, physical effort, brain cycles, social deviance, non-routine
  30. 30. We LOVE Customer Service!
  31. 31. Proactive chat on Comparison page increased sales by 211% Proactive7.com
  32. 32. Proactive chat in the checkout – increased sales 20% & AOV 43%
  33. 33. Once you are in the checkout process, what would deter you from completingthe purchase? Econsultancy
  34. 34. “A general “law of least effort” applies to cognitive as well as physical exertion. The law asserts that if there are several ways of achieving the same goal, people will eventually gravitate to the least demanding course of action. ……Laziness is built deep into our nature” - Daniel Kahneman, Thinking, Fast and Slow
  35. 35. Gamefy the task
  36. 36. Need more information? - Gamefy the task
  37. 37. Step 2
  38. 38. Step 3
  39. 39. Step 4
  40. 40. Step 12
  41. 41. So…… what DO we think about CAPTCHA?
  42. 42. Gamefy the task
  43. 43. Increase of customer profile completions rose from 63% to 99%
  44. 44. Make it easy for them to achieve your objective
  45. 45. Increased visits to the lead generationpage by 93.71% with a statistical significance of 96% Visual Website Optimizer Test Ran over a period of 5 months
  46. 46. Leverage Commitment & Consistency principle
  47. 47. Hmmm….that’s pretty easy…
  48. 48. Get them in the door – halvedtheir abandonment rate
  49. 49. • Removed forced registration • Removed requirement for registration or password before the checkout • Questioned & tested existing practices • Increased purchases by 45% • Additional $300,000,000 for first year Commitment
  50. 50. #3 Trigger facilitator, spark, interest
  51. 51. Groupon– optimisingsignupformpositiononlanding page Eyequant
  52. 52. 52% uplift inconversion!
  53. 53. • Groupon used EyeQuant to optimise the design of their international landing pages. • The initial EyeQuant test showed that user attention wasn't attracted by the sign-up form – the objective of the page. • By optimising their design Groupon's team tested A/B tested a version that presented users immediately with the form and a clearly visible Call-to-Action. • Result: +52% Conversion Uplift. Results
  54. 54. Make the task obvious
  55. 55. Get the design hierarchy right
  56. 56. Easiest change – huge impact Contentverve
  57. 57. Ask for the right action at the right time
  58. 58. Replaced Buy Now with Add to basket - 17% increase Schuh
  59. 59. Increased conversions by 14.79%. Contentverve
  60. 60. 14.79% more conversions The treatment CTA Copy increased conversions by 14.79% Sample size: 14230 visitors / 541 conversions Test duration 30+ days Variant B:
  61. 61. Be aware the power of words Register (seen negatively) vs New Customer (seen positively)
  62. 62. Re-mailing works a treat!
  63. 63. Lifecycle Case Study: Abandoned Basket Results versus blast email: Conversion rate: 81% increase Note: It is worth testing whether the abandoned product/s appearing on the email increases targeted metrics
  64. 64. Lifecycle Case Study: Abandoned Search (Browsed not bought) Results versus blast email: Conversion rate: 44% increase Note: The conversion rate will always be optimised if the products are relevant to what has been browsed
  65. 65. Get started with our FREE cart Analyser Access to our real time interactive analytics Dashboard Prove the success of the platform from day one before paying any money Get sent full audit report after 1 week live Fully understand expected R.O.I Create controlled user group for A/B testing
  66. 66. Questions? Kath Pay @kathpay Kath@PlanToEngage.com www.linked.com/in/kathpay
  67. 67. https://www.brighttalk.com/webcast/8461/102621 Watch the Webinar at:

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