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E-commerce Conversion Optimization Part Two: Your Cart - WhichTestWon’s TLE
 

E-commerce Conversion Optimization Part Two: Your Cart - WhichTestWon’s TLE

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cleverbridge key account manager Mike Batko focuses on shopping cart optimization, providing practical tips and techniques for increasing conversion rates. Geared toward e-commerce marketers whose ...

cleverbridge key account manager Mike Batko focuses on shopping cart optimization, providing practical tips and techniques for increasing conversion rates. Geared toward e-commerce marketers whose companies largely or wholly control the design and flow of their cart, the presentation will also include information about pricing products for global customers and the importance of alternative payment methods. Areas of discussion include:

• Cart entrance pages and guests vs. registered users
• Appealing to a domestic & international customer base
• Global payment method popularity
• International pricing strategy
• Number of pages and dynamic pages
• Cross-selling and social media
• Trust marks, testimonials and security seals

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  • Cover Slide: Speech title is 48 point black Calibri BodyNames are 18 point Arial NarrowNote: Moderators are NOT pictured.
  • Section Slide: Part: 96 point bold CalibriSection title:48 point bodyCalibri
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  • Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
  • Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
  • Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
  • Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
  • Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
  • Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
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  • Bullet listHeader is 44 point green Calibri boldBody copy is 36 point black Calibri
  • Bullet listHeader is 44 point green Calibri boldBody copy is 36 point black Calibri
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
  • Last Slide Panel Version – Thank You, contact info.Thank you Line: Calibri 48 point bold, blackContact info: Arial narrow, 22 point; name is bold and company is italics, all else is regularNote: Moderators are NOT pictured.

E-commerce Conversion Optimization Part Two: Your Cart - WhichTestWon’s TLE E-commerce Conversion Optimization Part Two: Your Cart - WhichTestWon’s TLE Presentation Transcript

  • Ecommerce ConversionOptimization Part Two:Your CartMichael BatkocleverbridgeKey Account Manager#TLE2013The Live Event@MichaelBatko
  • AgendaPart 1©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatkoOptimizingInternationalCheckoutPart 2Individual CartAnalysis / Q&A
  • Mike’s Background6+ Years E-commerce FocusGlobal Shopping CartsPayment ProcessingOptimizationCustomer Service©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • Optimizing International CheckoutGoal – Convert a visitor who clicks ‘Buy’Remove Barriers to “Submit Order”©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatkoRemember visitors are NOT all equal
  • What does this button mean to you?©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • Does it mean….©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatkoDoes it mean….
  • ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatkoDoes it mean….
  • ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatkoDoes it mean….
  • ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • 1. Create account based on shopping cart data2. Utilize social media services (Facebook, Twitter)3. Authenticate from trial if possibleWhat if my Product / ServiceRequires an Account?©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • The Shopping Cart – What’s wrong with this cart?©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • The Shopping Cart – What’s wrong with this cart?©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko• Odd country fieldplacement• Why isn’t countrypre-selected?• No state preselected• Zip field placement• Do you really need aphone number?• Why do you need apassword?
  • The Shopping Cart©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventBefore your visitor seesthe cart, a wealth ofinformation is availablethat can be used toremove barriers!@MichaelBatko
  • The Shopping Cart©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventGeographical LocationUse IP to determine geographical locationServices are inexpensive and accurate –99.8% - Country level>90% - State level@MichaelBatko
  • The Shopping Cart – Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • The Shopping Cart – Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • The Shopping Cart – Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventUSA Visitors:Ex. $99.99Prices don’t include tax‘$’ placed before price‘.’ separates dollars and centsOpt-outs are not a big deal@MichaelBatko
  • The Shopping Cart – Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventUSA Visitors:@MichaelBatko
  • The Shopping Cart - Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventEuro Visitors:Ex. 99,99 €Marketable prices SHOULD include VAT‘€’ placed after price (non-English territories)‘,’ separates dollars and centsOpt-outs are a big deal@MichaelBatko
  • The Shopping Cart - Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventEuro Visitors:@MichaelBatko
  • The Shopping Cart - Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventJapanese Visitors:Way more than just pricing…• Localize your product, website and entire e-commerce infrastructure into Japanese.• Don’t use raw translation materials• Proof read by industry expert• Japanese localization requires a double byteenabled infrastructure.(Unicode 6.1)@MichaelBatko
  • The Shopping Cart - Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventJapanese Visitors:Way more than just pricing…@MichaelBatkoSource: CIA World Fact Book
  • The Shopping Cart - Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventJapanese Visitors:• Japanese love special campaigns• Everyday Low Price vs. Limited Time Offer• Price = Quality – should price higher for Japan• Campaign opportunity every 2 months:• Summer in July• Fall in September• Xmas in December• New Year in January• Spring in March• Golden Week in May@MichaelBatko
  • The Shopping Cart - Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventJapanese Visitors:• Increase size of order fields• Drop down for prefecture (north to south)• No separate field for “city” – make part of theaddress• Collect name of building• “Input Method Trigger”@MichaelBatko
  • The Shopping Cart - Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • The Shopping Cart - Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventJapanese Visitors:• This is just tip of the iceberg..• Japan webinar available at: http://cbridge.to/cb_Japan• Covers:• Importance of Quality• Customer Service Best Practices• Design and Localization Best Practices@MichaelBatko
  • The Shopping Cart – Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventCountry SoftwarePiracyRatesPer CapitaGDP (USD)USA 19% 49,802Germany 26% 41,167Japan 21% 46,895UK 26% 38,591France 37% 40,689Italy 48% 32,521Brazil 53% 12,465Russia 63% 13,764China 77% 6,094India 63% 1,591Sources:-2011 Piracy Rates: Business Software Alliance “2011 Global Piracy Study”-2012 GDP Stats: IMF.org@MichaelBatko
  • The Shopping Cart – Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventUSD currency and USAprice point displayedto Indian customers.Screenshot taken in India@MichaelBatko
  • The Shopping Cart – Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatkoExample: • US Cart • Indian CartThe price point is a better fit for the market, but currency is stillshown in USD
  • US Homepage Indian HomepageSymantec really has this figured out!The price point makes sense for the market and the display currency isIndian Rupee.Exchange Rates on Sept, 20, 2012:$49.99 = Rs 2,667.91 | $69.99 = Rs 3,735.29 | $79.99 = Rs 4,275.13The Shopping Cart – Geo Pricing©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • The Shopping Cart©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventWhat we’ve discussed:• Post ‘Buy Now’ best practices• Case for GeoIP for:• How to present price• How to price@MichaelBatkoWhat’s next:• Using GeoIP for checkout form• Payment methods• Additional profiling techniques
  • The Shopping Cart – USA GeoIP©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventWhat’s wrong with this cart?@MichaelBatkoOdd zip placementGeoIP data canbe used to pre-select state
  • The Shopping Cart – USA GeoIP©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • The Shopping Cart – German GeoIP©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventWhat’s wrong with this cart?@MichaelBatko
  • The Shopping Cart – German GeoIP©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventWhat’s wrong with this cart?@MichaelBatkoOdd zip placementState notnecessary in thiscountry
  • The Shopping Cart – German GeoIP©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • The Shopping Cart – Geo Payments©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • The Shopping Cart – Geo Payments©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • The Shopping Cart – Geo Payments©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventWhat’s wrong with this?@MichaelBatko
  • The Shopping Cart – Geo Payments©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventWhat’s wrong with this?@MichaelBatko
  • The Shopping Cart – Geo Payments©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventSometimes Less is More@MichaelBatko
  • The Shopping Cart – Geo Payments©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventUSA Visitor@MichaelBatko
  • The Shopping Cart – Geo Payments©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventGerman Visitor@MichaelBatko
  • The Shopping Cart – Geo Payments©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventDutch Visitor@MichaelBatko
  • LanguageShould GeoIP data be used to preselectlanguage for the visitor?©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventNoWhy?There are multilingual locales@MichaelBatko
  • Language©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • LanguageUtilize browser data to determinelanguage that provides a personalizedexperience.©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • Time to Buy – Review or No Review©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventVersus@MichaelBatko
  • Generally – ‘No Review’ convertsbetter• Fewer clicks©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventTime to Buy – Review or No ReviewA few things to consider about aReview Page:• Showing ‘Review’ has become a safeoption in the EU due to regulation• Europeans are conditioned to expect it@MichaelBatko
  • What’s next?©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • What’s next? – Sub Cart Up-Sell©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • What’s next? – Support Stats©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • What’s next? – Security Symbols©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • What’s next? – Browser Profiling©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event“The E-commerce Newbie”• Little online shoppingexperience.• Likely prefers credit card orsimilar payment methods• Needs clear fulfillmentinstructions• Needs highly secure cart“The Digital Prodigy”• Extensive online shoppingexperience.• May prefer internet wallets,PayPal, or other “newer”payment methods• Wants to “Get it now”“The Business Buyer”• Buys on behalf of the company.• Purchase Orders, Wire Transfer• Has experience buying online@MichaelBatko
  • What’s next? – Browser Profiling©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko“The Apple Fanboy, Hipster”• Charge them more• Orbitz figured it out
  • SummaryNo such thing as a one-size-fits-all cartUtilize GeoIP -> Focus on key locales• Present and price properly• Get rid of unnecessary fields• Place fields in the correct order byterritory• Show review pages in Europe©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@MichaelBatko
  • Contact InfoMichael BatkoKey Account Managercleverbridgebatko@cleverbridge.comhttp://www.linkedin.com/in/michaelbatkohttp://www.buildingkeystones.com#TLE2013The Live EventThank You@MichaelBatko