Checkout Report Webinar by Elastic Path and Netconcepts

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The report attempts to answer questions like: Does a shorter checkout process really decrease shopping cart abandonment? Should you use an order confirmation screen? Does live chat improve …

The report attempts to answer questions like: Does a shorter checkout process really decrease shopping cart abandonment? Should you use an order confirmation screen? Does live chat improve conversions? Study samples included a variety of vertical market groups including apparel and accessories, computers and electronics, and both high and low ticket value product retailers.

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  • 1. The Ecommerce Checkout Report A Study of the Checkout Tactics of the Top 100 Online Retailers Visit the companion blog to ask questions, share test results or comment: www.elasticpath.com/ecommerce-checkout-report/
  • 2. Panelists Jason Billingsley Co-founder & VP Marketing Elastic Path Software Stephan Spencer Founder & President Netconcepts
  • 3. So where did the numbers come from?
    • Top 100 online retailers according to Internet Retailer Top 500 Guide
    • Observational study
    • Data collected in February 2007
    • Growth and conversion rate data from IR Top 500 Guide
  • 4. What was the purpose of the study?
  • 5. How did we segment? Apparel and Accessories High Tech and Office Low average order value High average order value under $77 over $77
  • 6. 23 Checkout Tactics of the Top 100 Online Retailers
  • 7.  
  • 8. Is navigation or search available?
  • 9.  
  • 10. Number of pages in checkout process?
  • 11.  
  • 12. Is there coupon code entry?
  • 13.  
  • 14. Can you edit items during checkout?
  • 15. Is Ajax used within the checkout?
  • 16.  
  • 17. Does account creation or log in take you out of the checkout?
  • 18.  
  • 19. How are errors displayed?
  • 20.  
  • 21. Are alternative payments accepted?
  • 22.  
  • 23. Is live chat prevalent during checkout?
  • 24.  
  • 25. Is a phone number prevalent during checkout?
  • 26.  
  • 27. Is an address prevalent during checkout?
  • 28.  
  • 29. Are return policies prevalent during checkout?
  • 30.  
  • 31. Can you see shipping estimates prior to entering personal info?
  • 32.  
  • 33. Are security badges shown?
  • 34.  
  • 35. Are estimated shipping dates displayed?
  • 36.  
  • 37. Can you checkout as a guest or anonymously?
  • 38.  
  • 39. Are cart items always visible during checkout?
  • 40.  
  • 41. Is the cart total always visible during checkout?
  • 42.  
  • 43. Is a CVV (Card Verification Value) number required?
  • 44. Is a final order confirmation screen used?
  • 45.  
  • 46. Are cross-sells displayed on the cart page?
  • 47.  
  • 48. Are cross-sells displayed during checkout?
  • 49.  
  • 50. Can gift wrapping or messaging be added to items?
  • 51. Things to remember Did you know? Over 20% of Add to Cart buttons are blue; 15% red. Want to see the Add to Cart buttons of all Top 100 Online Retailers? www.getelastic.com/add-to-cart-buttons/
    • Testing is the best way to validate the effectiveness of any checkout tactic
    • What works in one vertical may not work in yours
    • Ecommerce is fun! …and test some more.