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5 Elements of a Winning Shopping Cart

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"5 Elements of a Winning Shopping Cart” takes the industry’s best of examples of online retailers who are getting it right, and who have reaped conversion and revenue rewards in return. The eBook …

"5 Elements of a Winning Shopping Cart” takes the industry’s best of examples of online retailers who are getting it right, and who have reaped conversion and revenue rewards in return. The eBook looks at crucial homepage elements such as progression, delivery and shipping, customization, guiding messaging and pricing and security, to help you get started on a path to better customer experiences, and hopefully, many more purchases.

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  • 1. 5ELEMENTS OF A WINNINGSHO PPING CARTBEST PRACTICES IN RETAIL WEBSITE TESTING AND OPTIMIZATION, PART 4
  • 2. 5 Elements of a Winning Shopping Cart : : Best Practices in Retail Website Testing and Optimization, Part 4 Table of Contents 4 To Buy or Not to Buy? 5 #1 Progression & Process< << 6 #2 Delivery & Shipping Options 7 #3 Customization/Add-ons>> 8 #4 Guided Messaging > 9 #5 Pricing & Security 10 Case Study: Teleflora Secure Seals 2
  • 3. 5 Elements of a Winning Shopping Cart : : Best Practices in Retail Website Testing and Optimization, Part 4 To Buy or Not to Buy?< << Your shoppers have come so far. Past the homepage into When it comes>> category pages through to product pages, they right down > now have items in the cart and are almost ready to purchase. to it, everything Unlike in a physical is riding on store, however, it’s still relatively easy for your this part of shopper to abandon that cart and walk away the process: altogether. And as every online retailer knows all too well, it’s a common scenario: Will your virtual shopper convert nearly 65% of online to a real paying carts go customer? 3 unclaimed.
  • 4. 5 Elements of a Winning Shopping Cart : : Best Practices in Retail Website Testing and Optimization, Part 4 Get Out of The Way By offering a clean, streamlined and efficient shopping cart funnel that eliminates distraction, frustration and unnecessary errors, will ensure that more of your browsers< << convert to buyers. The goal of your website at this stage of the buying process is to move There are>> to the side and let the shopper 5 complete his or her task. > You want to make it as easy as possible for them to complete the sale — and avoid anything that’s cumbersome key areas to or confusing. review when starting to optimize your shopping cart: 4
  • 5. 5 Elements of a Winning Shopping Cart : : Best Practices in Retail Website Testing and Optimization, Part 4 Element #1 Progression & Process< << Clear 3-step process sets expectations.>> Want customers to stay the course? > By helping them understand the number of steps and the process for checkout from the beginning, you can make checking out a lot more clear and a lot less cumbersome. Clean and concise progress bar with highlighting guides users through the steps. 5
  • 6. 5 Elements of a Winning Shopping Cart : : Best Practices in Retail Website Testing and Optimization, Part 4 Element #2 Delivery & Shipping Options The shipping message within the cart is< << interactive, counting down how much is needed before free shipping is reached.>> Shipping costs and > times have one of the biggest impacts Clear messages let customers know when their shipment will arrive. on shopping cart abandonment. Don’t surprise customers with last-minute hidden shipping costs or fees. And if you offer free or discounted delivery, shout it from the rooftops — or at least from the shopping cart. 6
  • 7. 5 Elements of a Winning Shopping Cart : : Best Practices in Retail Website Testing and Optimization, Part 4 Element #3 Customization/ Add-ons< << Once an item is added to the cart,>> If you want to you customize the upsell customers on product with additional > product-specific features and complementary customizations and products. add-ons, make this part of the shopping cart funnel to increase cart size and offer added value, all while keeping customers on the path to purchase. 7
  • 8. 5 Elements of a Winning Shopping Cart : : Best Practices in Retail Website Testing and Optimization, Part 4 Element #4 Guided Messaging Guiding language and validation helps visitors move through each process, letting them know why you need certain information.< <<>> By now you should be getting the idea: > the less guessing or uncertainty there is for your shoppers, the more likely they are to continue through to conversion. Guiding messaging helps buyers understand why you need certain information — it’s almost like having a virtual checkout associate! 8
  • 9. 5 Elements of a Winning Shopping Cart : : Best Practices in Retail Website Testing and Optimization, Part 4 Element #5 Pricing & Security< <<>> While online shopping has become a very > credible way to receive goods and services, many websites still display a “security logo” Very prominent pricing. during the checkout process to reassure visitors they are using a trusted site for their The visual cue of the online purchases. lock, along with the words “safe and secure checkout,” reinforce site security. Never leave customers in doubt when it comes to pricing and security. They should be constantly aware of how much they’re paying, and see ever-present reminders that their credit card and financial information 9 will be safe with you.
  • 10. 5 Elements of a Winning Shopping Cart : : Best Practices in Retail Website Testing and Optimization, Part 4 Case Study: Teleflora Secures More Purchases with Security Seals DEFAULT By placing the< << Secure Seal Being in the floral in the lower industry, where most left-hand corner, purchases are gifts, Teleflora earned it’s essential that Teleflora’s online a 2.73% lift in>> customers are Revenue per reassured that their > Generation, for gift purchase (and money) are going weekend traffic. to remain safe and secure. WINNER So, Teleflora and Maxymiser designed an A/B…n test to look at four varying placements and/or presence of Secure Seals (McAfee, thawte and STELLA) on the checkout page. Teleflora wanted to confirm whether or not these logos positively or negatively impact conversions, or if their presence was essentially unnecessary.10
  • 11. 5 Elements of a Winning Shopping Cart : : Best Practices in Retail Website Testing and Optimization, Part 4 Cart abandonment happens, An optimized shopping cart conversion funnel is essential but you should be doing to keeping customers on the path to completing their< << everything in your power to shopping experience — and to a website that delivers prevent and reduce it. impressive conversion rates. Smooth the p Conver t moaeh to purchase. t r customers . 11 If you are interested in speaking with someone at Maxymiser, please email info@maxymiser.com.