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3 Keys to Improving Your Customers Checkout Experience

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Key #1: Motivation 1 …

Key #1: Motivation 1
FBM Theory Behaviormodel.org FBM theory
! 1. Build up their motivation 2. Make it easy to do so 3. Ask for it at the right time 3 Simple Keys
Competitive Spontaneous Methodical Humanistic
Leverage Human Traits
•A: Search Dominant/Competitive •B: Navigation Dominant/Methodical •C: Tool Dominant/Spontaneous •D: Successful/Humanistic
Fast-paced decision-making, logically orientated Competitive
Why is your solution better than other solutions?
Slow-paced decision-making, logically orientated Methodical
Methodical How can your solution fix my problem?
Fast-paced decision-making, emotionally orientated Spontaneous
Spontaneous Why is your solution NOW the best for my problem?
Slow-paced decision-making, emotionally orientated Humanistic
Humanistic Who has already used your solution to solve my problem?
Use design elements to help them make a decision
Loss Aversion !
Use Anchoring
Address their concerns
After adding items to your basket, what would make you abandon?
So why do they abandon?
Put their mind at rest
Reassuring
Key #2: Ability 2
We LOVE Customer Service!
Proactive7.com Proactive chat on Comparison page increased sales by 211%
Proactive chat in the checkout - increased sales 20% 7 AOV 43 %
Econsultancy Once you are in the checkout process, what would deter you from completing the purchase?
“A general “law of least effort” applies to cognitive as well as physical exertion.
Need more information? - Gamefy the task
Package it up!
ly i.com ran a split test on their pricing page.
Leverage The Commitment Principle
Make it easy for them to achieve your objective
Hmmm… that’s pre y easy…
Get them in the door - halved their abandonment rate
•Removed forced registration
Key #3: Trigger 3
Eyequant Groupon - optimizing sign up form position
52% uplift in conversion!
Be the director: Make the task obvious
Popovers work a treat
Get the design hierarchy right
Easiest change - huge impact
Ask for the right action at the right time
Reduced Buy Now with Add to basket - 17% increase
Increased conversions by 14.79%
14.79%'more'conversions'
Register (seen negatively) ! vs ! New customer (seen positively) Be aware of the power of words
Re-mailing works a treat!
Results versus promotional email: ! Conversion rate: 81% increase !
Results versus promotional email: ! Conversion rate: 44% increase !

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  • 1. Kath Pay, Marketing Director, cloud.IQ 3 Keys to Improving Your Customers Checkout Experience August 2014 Presentation
  • 2. @thuelmadsen#KISSwebinar Join the conversation on Twi er
  • 3. Kath Pay - cloud.IQ - @kathpay ! Kath lives and breathes marketing, she is not only a world renown speaker and trainer but practices her art in the senior management team and as the Marketing Director of e- commerce conversion experts - cloud.IQ. ! She is recognised as the UK’s leading Email Marketer and heads up training for Econsultancy as well as the Institute of Direct and Digital Marketing (IDM). Your presenter
  • 4. @kathpay#KISSwebinar Join me on Twi er
  • 5. 1 Section One - Motivation 2 Section Two - Ability 3 Section Three - Planning & Executing Table of Contents
  • 6. WATCH WEBINAR RECORDING NOW
  • 7. Key #1: Motivation 1
  • 8. FBM Theory Behaviormodel.org FBM theory
  • 9. ! 1. Build up their motivation 2. Make it easy to do so 3. Ask for it at the right time 3 Simple Keys
  • 10. Competitive Spontaneous Methodical Humanistic FAST SLOW LOGICAL EMOTIONAL 4 different personality pa erns
  • 11. Leverage Human Traits
  • 12. Jakob Nielsen 2007 4 types of web users
  • 13. •A: Search Dominant/Competitive •B: Navigation Dominant/Methodical •C: Tool Dominant/Spontaneous •D: Successful/Humanistic 4 very different approaches
  • 14. Fast-paced decision-making, logically orientated Competitive
  • 15. Competitive Screwfix Why is your solution be er than other solutions?
  • 16. Slow-paced decision-making, logically orientated Methodical
  • 17. Methodical How can your solution fix my problem?
  • 18. Fast-paced decision-making, emotionally orientated Spontaneous
  • 19. Spontaneous Why is your solution NOW the best for my problem?
  • 20. Slow-paced decision-making, emotionally orientated Humanistic
  • 21. Humanistic Who has already used your solution to solve my problem?
  • 22. Use design elements to help them make a decision
  • 23. ! Loss Aversion ! 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.
  • 24. Loss Aversion
  • 25. Use Anchoring
  • 26. Address their concerns
  • 27. Econsultancy A er adding items to your basket, what would make you abandon?
  • 28. So why do they abandon?
  • 29. Put their mind at rest
  • 30. Reassuring
  • 31. Key #2: Ability 2
  • 32. We LOVE Customer Service!
  • 33. Proactive7.com Proactive chat on Comparison page increased sales by 211%
  • 34. Proactive chat in the checkout - increased sales 20% 7 AOV 43 %
  • 35. Econsultancy Once you are in the checkout process, what would deter you from completing the purchase?
  • 36. “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 Make it easy for them
  • 37. Need more information? - Gamefy the task
  • 38. Step 2
  • 39. Step 3
  • 40. Step 4
  • 41. Step 12
  • 42. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  • 43. Package it up!
  • 44. ly i.com ran a split test on their pricing page. The variation clearly showed features offered in each plan. This increased visits to their ‘Free Trial’ signup page by 93.71%. Visual Website Optimizer Increased visits to the lead generation page by 93.71% with a statistical significance of 96%
  • 45. Leverage The Commitment Principle
  • 46. Make it easy for them to achieve your objective
  • 47. Hmmm… that’s pre y easy…
  • 48. Get them in the door - halved their 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. Key #3: Trigger 3
  • 51. Eyequant Groupon - optimizing sign up form position
  • 52. 52% upli in conversion!
  • 53. Be the director: Make the task obvious
  • 54. Popovers work a treat
  • 55. Get the design hierarchy right
  • 56. Contentverve Easiest change - huge impact
  • 57. Ask for the right action at the right time
  • 58. Schuh Reduced Buy Now with Add to basket - 17% increase
  • 59. Contentverve Increased conversions by 14.79%
  • 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. Register (seen negatively) ! vs ! New customer (seen positively) Be aware of the power of words
  • 62. Re-mailing works a treat!
  • 63. Results versus promotional email: ! Conversion rate: 81% increase ! Note: It is worth testing whether the abandoned product/s appearing on the email increases targeted metrics ! Lifecycle Case Study: Abandoned Basket
  • 64. Results versus promotional email: ! Conversion rate: 44% increase ! Note: The conversion rate will always be optimised if the products are relevant to what has been browsed Lifecycle Case Study: Abandoned Search (Browsed not bought)
  • 65. Offers Personalised Content Cross sell Additional data capture Great feedback loop www.cloud-iq.com Re-market to them before they leave the site
  • 66. 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 www.cloud-iq.com Get started with out FREE cart Analyser
  • 67. Questions? Thue Madsen Marketing Associate KISSmetrics @thuelmadsen tmadsen@kissmetrics.com Kath Pay Marketing Director cloud.IQ @kathpay kath.pay@cloud-iq.com
  • 68. THANK YOU Kath Pay @kathpay @cloudiqapps