Rethinking online checkout


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What Canadian online retailers can learn from the in-store shopping and checkout experience.

Presented at eCommerceCamp Toronto, April 16th, 2012.

Published in: Technology, Business
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  • Over the weekend, my partner and I finally got around to throwing a house warming party. Over the course of the evening, I had the opportunity to ask some of our non-industry friends about their latest online shopping experience. And boy did I get an earful!One of my friends told me about the time….She found the perfect pair of shoes for an event, only to find out after she got through checkout, they would arrive 6 weeks after the event.He bought a $20 CD that ended up costing him $60 by the time it arrived at his door.She tried to place her Christmas order, but the site kept crashing. so she just gave up and went to the store.
  • We certainly don’t make it easy to be an online shopper.It’s a story state of affairs when even Google produces a hilarious parody video, a video that might as well be a Saturday Night Sketch, highlighting the ridiculous escapades we put people through when trying to place an order online.
  • Is it really any surprise that only 2 out 10 shoppers who add an item to their cart get through checkout?Through poor design, we’ve conditioned people to use the cart for multiple purposes.
  • Online checkout isn’t any better.This scenario would be insane in a retail environment, so why is it acceptable online? As an industry, and more importantly, as shoppers, it’s time to take a step back and ask ourselves if this frustrating experience is really acceptable?
  • Before we leave tonight, I want to share a couple of examples of what we can learn from the in-store experience, starting with the shopping cart.In store, your shopping cart is always with you. -It’s always with you- It’s highly visual- There’s always room for extras
  • In store, your shopping cart is with you at all times.So why is it that online, the cart is often part of the checkout flow, separated from the actual shopping experience.Surprised at the number of retailers, like Patagonia, that offer a persistent shopping cart. The cart should be an integrated part of the shopping experience
  • Well-designed checkouts:Tell you where to go, and what to do next.Are well-stocked with impulse itemsHighlight their return policies And support a variety of checkout modes (express, full-service, gift registry)
  • Rethinking online checkout

    1. 1. RETHINKINGONLINE CHECKOUTWhat online retailers can learn from the in-store shopping andcheckout experience
    2. 2. Ask anybody about their latest onlineshopping experience, and you’re sure to get an earful.
    3. 3. We definitely don’t make things easy… “I’m just going to check that you’re a real person. Can you read that for me?” Google Analytics in Real Life – Online Checkout
    4. 4. Is it really any surprise? Only 2 out of 10 shoppers who add an item to their cart get through checkout Sources: Marketlive, Forrester, and Nurun
    5. 5. Is it really any surprise? 5 out of 10 shoppers who start checkout fail to complete their purchase Sources: Marketlive, Forrester, and Nurun
    6. 6. We need a new wayof framing the opportunityOne that doesn’t involve looking at the competition
    7. 7. Four different target audiencesOne similar checkout experience
    8. 8. We need a new wayof thinkingOne that begins with an understanding of the needs of your shoppers.Blending the best of in-store, with the best of online.
    9. 9. The shopping cart is a viseral part of theshopping experience. THE CART
    10. 10. It’s an integrated part of the shopping experience
    11. 11. It’s part of the brand experience
    12. 12. It’s a visual reminder not to forget
    13. 13. CHECKOUT
    14. 14. It’s designed to elicit our impulse buying behaviours
    15. 15. It provides reassurance and promotes confidence in our purchase decisions
    16. 16. And can turn special purchases into special occasions
    17. 17. Dare to be differentChange happens when today’s reality meets tomorrow’s potential
    18. 18. Because when you combine thebest of in-store, with the best of digital, magic happens.
    19. 19. Thanks! Audrey Carr Strategy Director Nurun Toronto @Nurun