Increasing Basket to Checkout Conversions - the ASOS way

Increasing Basket to Checkout Conversions (the way) by Paul Rouke Head of Usability at PRWD 24 th February 2011 @ Bar 38, Manchester Event Hashtag # CTMan

7 years experience focused on: – improving ‘visitor >> purchaser’ conversion rates – increasing average order values – improving number of returning visitors – converting offline shoppers to online shoppers
The UK’s leading online and home shopping retailer
Annual sales of around £1.5 billion
Around 5 million customers
My background Joined the very 1st e-commerce team in 1999 in design and usability role

The Leading North West Usability and Conversion Optimisation Consultancy
Provide services to help improve the performance of e-commerce websites
Usability testing
Expert evaluations
User-centered design
Usability training
Usability consultancy
Conversion rate optimisation
Who is PRWD?

PRWD Clients Include PRWD clients include…

The Shopping Basket 2 Main Types of Retailer

Single Item Retailers
Large
One-off
Expensive

Multi Item Retailers
Outfits
Shopping spree
Inspiration
Complimentary

Objective of the Shopping Basket Provide the visitor with all they need to know for them to be happy to progress to checking out, without any un-answered questions. Paul Rouke, Head of Usability @ PRWD

A key ingredient of the shopping basket

A key ingredient of the shopping basket Transparency

What They Have Done Redesigned their shopping basket

Their New Basket Design

How They Have Done It “ Our in house UX team spent weeks wireframing, designing, prototyping and usability testing a whole raft of new features that our customers had told us they wanted over the years” James Hart, eCommerce Director @ ASOS

Key Shopping Basket Elements In-basket option editing

Key Shopping Basket Elements Dynamic reservation and expiry details

Key Shopping Basket Elements Shipping costs and options available

Key Shopping Basket Elements Clarity of proposition & security

Key Shopping Basket Elements More elements of shopping basket best practice from ASOS http://bit.ly/ASOSbbp

Any impact on conversion rates? 3% uplift

What Next for ASOS? Following the same customer-centred approach ASOS are redesigning their checkout process in 2011

Next steps

Connect with me http://uk.linkedin.com/in/paulrouke Office: 0161 228 0585 Mobile: 07739 745 126 Email: paulrouke @ prwd.co.uk Web: http://www.prwd.co.uk PRWD 22 Lever Street Manchester M1 1EA http://twitter.com/paulrouke

Thankyou for listening to “Increasing Basket to Checkout Conversions (the ASOS way)” by Paul Rouke Further insights on shopping basket best practice http://bit.ly/ASOSbbp

Increasing Basket to Checkout Conversions - the ASOS way

by Paul Rouke

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Increasing Basket to Checkout Conversions - the ASOS way Presentation Transcript

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