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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? …

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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  • 1. 3 Keys to improving your customer’s checkout experience Kath Pay, Plan to Engage James Critchley, cloud.IQ Sponsored by:
  • 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. About Plan to Engage • Email Marketing Strategy • Email Design & Coding • Deliverability Support • Email Vendor Selection • Conversion Optimization • Workshops & Training Courses www.PlanToEngage.com
  • 4. Enterprise Technology For Everyone
  • 5. FBM TheoryBehaviormodel.org
  • 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. 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. #1 Motivation pleasure/pain, hope/fear, social acceptance/rejection
  • 9. 4 types of web usersJakob Nielsen 2007
  • 10. 4 very different approaches • A: Search Dominant/Competitive • B: Navigation Dominant/Methodical • C: Tool Dominant/Spontaneous • D: Successful/Humanistic
  • 11. 4 different personality patterns Competitive Spontaneous Methodical Humanistic FAST SLOW LOGICAL EMOTIONAL
  • 12. Competitive Fast-paced decision-making, logically oriented
  • 13. 13 Competitive Why is your solution better than other solutions? Screwfix
  • 14. Methodical Slow-paced decision-making, logically oriented
  • 15. 15 Methodical How can your solution fix my problem?
  • 16. Spontaneous Fast-paced decision-making, emotionally oriented
  • 17. 17 Spontaneous Why is your solution now the best solution for my problem?
  • 18. Humanistic Slow-paced decision-making, emotionally oriented
  • 19. 19 Humanistic Who has alreadyused your solution to solve my problem?
  • 20. Use designelements to help them to make a decision
  • 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. Loss Aversion
  • 23. Use Anchoring
  • 24. Address their concerns
  • 25. After addingitems to your basket,what would make you abandon your purchase? Econsultancy
  • 26. So why do they abandon?
  • 27. Put their mind at rest
  • 28. Reassuring
  • 29. #2 Ability time, money, physical effort, brain cycles, social deviance, non-routine
  • 30. We LOVE Customer Service!
  • 31. Proactive chat on Comparison page increased sales by 211% Proactive7.com
  • 32. Proactive chat in the checkout – increased sales 20% & AOV 43%
  • 33. Once you are in the checkout process, what would deter you from completingthe purchase? Econsultancy
  • 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. Gamefy the task
  • 36. Need more information? - Gamefy the task
  • 37. Step 2
  • 38. Step 3
  • 39. Step 4
  • 40. Step 12
  • 41. So…… what DO we think about CAPTCHA?
  • 42. Gamefy the task
  • 43. Increase of customer profile completions rose from 63% to 99%
  • 44. Make it easy for them to achieve your objective
  • 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. Leverage Commitment & Consistency principle
  • 47. Hmmm….that’s pretty easy…
  • 48. Get them in the door – halvedtheir abandonment rate
  • 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. #3 Trigger facilitator, spark, interest
  • 51. Groupon– optimisingsignupformpositiononlanding page Eyequant
  • 52. 52% uplift inconversion!
  • 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. Make the task obvious
  • 55. Get the design hierarchy right
  • 56. Easiest change – huge impact Contentverve
  • 57. Ask for the right action at the right time
  • 58. Replaced Buy Now with Add to basket - 17% increase Schuh
  • 59. Increased conversions by 14.79%. Contentverve
  • 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. Be aware the power of words Register (seen negatively) vs New Customer (seen positively)
  • 62. Re-mailing works a treat!
  • 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. 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. 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. Questions? Kath Pay @kathpay Kath@PlanToEngage.com www.linked.com/in/kathpay
  • 67. https://www.brighttalk.com/webcast/8461/102621 Watch the Webinar at: