Simple Ways to Optimize Your Shopping Cart - cleverbridge Networking Event (CNE)

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cleverbridge client managers, Fabian Rothe and Nadine Schröteler provide action-oriented best practices for optimizing the e-commerce experience for both B2B and B2C customers.

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Simple Ways to Optimize Your Shopping Cart - cleverbridge Networking Event (CNE)

  1. 1. Simple ways to optimize your order process
  2. 2. Let’s start at the beginning… A typical starting point … but hold on! Is this really where the order process begins?
  3. 3. … but where is the beginning then? Good news: we can tell you! There.
  4. 4. Here it is. Actually YOUR website/landing page
  5. 5. Why is this part of the order process?Here… customers make their first decision to buy… … or not to buy What does that mean? The easier your „buy now offer“, the more customers will come to the cleverbridge checkout. The more customers are being sent to cleverbridge, the more paid orders you potentially generate.
  6. 6. Conclusion Remove barriers for customers.
  7. 7. Example: Buy now What does this button mean to you?
  8. 8. Example: Buy now – My Account Does it mean…
  9. 9. Example: Buy now – My Account Do I really need a „My account“? … because You want the customer data (marketing, life cycle management) You need the customer data – SaaS, subscription products … but Customer already has enough „My accounts“ Another password/account data You get the customer data from your eCommerce provider anyway Free Trial / SaaS services: ask for minimum data (like e-mail) only
  10. 10. Example: Buy now – My Account„Single-Sign-on“ process Initial purchase Buy now Checkout Purchase (Paid order / unpaid order) XML Create „My Account“ with customer data Include information such as… Include „My Account“ data on the confirmation page either or send separate e-mail Future Process order with purchase Buy now stored customer / payment information Send to cleverbridge with unique identifier
  11. 11. Example: Buy now – My AccountThat way you are… … able to fully manage customer life cycle management on your side … don‘t force customers to register before purchasing … manage products (subscription), upgrade/downgrade … build your own CRM tool (with cleverbridge integration) including customer history (automated special offers/prices) customer able to manage his everything from your end customer does not has to re-enter his payment details again and againBut let‘s have a look at some more barriersafter clicking on
  12. 12. Example: Product Selector - Currency Might be too much choice (and got a currency selector in the cart)
  13. 13. Example: Product Selector - Currency &currency= pre-selected currency &currencies= available currencies
  14. 14. Example: Product Selector – Volume Discount Volume discount prices available in the cart
  15. 15. Example: Product Selector – Volume Discount However, if you need volume discounts to be more visible, you could add static proce information to the „product short description“ as well.
  16. 16. Example: Product Selector - Selections License variations? Use product selections right in your cart
  17. 17. Example: Product Selector - SelectionsMultiselection supported as well:
  18. 18. Example: Product Selector – Coupon Code Coupon codes
  19. 19. Example: Product Selector – Coupon CodeEither do it that way or include them to your URL (MVT) directlyto avoid abandonment here and hide it with &enablecoupon=false
  20. 20. Example: Product Selector – Upgrade offers Previous license key call in cart
  21. 21. Example: Product Selector – Upgrade offers Combine upgrade offers with your cart directly. „Validate“ will send out a XML call, waiting for your GO. Only if valid, a purchase is possible.
  22. 22. Example: Product Selector – Cross-Selling Sub-Sellings/Cross-Sellings
  23. 23. Example: Cross-Selling Try to find out which recommendations work best in your cart. Feel free to test alternative positions for them.
  24. 24. Different Cross-Selling variations Cross-Selling on review page
  25. 25. Different Cross-Selling variations Cross-Sell layer on review page
  26. 26. Different Cross-Selling variations Cross-Selling in delivery e-mail to customer
  27. 27. Different Cross-Selling variations Cross-Selling as banner on confirmation page
  28. 28. Different Cross-Selling variations Cross-Selling as pop-up on confirmation page
  29. 29. Upselling variations Upselling layer in cart
  30. 30. Don‘t leave layer
  31. 31. Subscription option as selection
  32. 32. Offer Premium Support
  33. 33. Test price points
  34. 34. Test different names - „Your order on an additional CD“ instead of „Backup CD“ - „Online Insurance“ instead of „Online Backup“
  35. 35. When testing, please remember to…. • … define expected goals • … setup a reporting structure that covers your business and be aware of traffic segmentation • … be patient and wait until a valid number of orders have been collected • … test one change after the other, no mix-up of various modifications • … analyze • … store test-results
  36. 36. Project parameters Parameters Definitions Short Description: MVT ID: MVT Name: Countries: Source: Start Date: End Date: Expectation:
  37. 37. When testing, please remember to…. • … define expected goals • … setup a reporting structure that covers your business and be aware of traffic segmentation (!) • … be patient and wait until a valid number of orders have been collected • … test one change after the other, no mix-up of various modifications • … analyze • … store test-results
  38. 38. Reporting structure Commerce Assistant – Reporting – Revenue Tracking Setup
  39. 39. When testing, please remember to…. • … define expected goals • … setup a reporting structure that covers your business and be aware of traffic segmentation (!) • … be patient and wait until a valid number of orders have been collected • … test one change after the other, no mix-up of various modifications • … analyze • … store test-results

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