Increasing Basket to Checkout Conversions - the ASOS way
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Increasing Basket to Checkout Conversions - the ASOS way

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Paul Rouke from usability consultancy PRWD explains how ASOS have redesigned their shopping basket based on customer feedback to deliver an improvement to their basket > checkout conversion rate

Paul Rouke from usability consultancy PRWD explains how ASOS have redesigned their shopping basket based on customer feedback to deliver an improvement to their basket > checkout conversion rate

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Increasing Basket to Checkout Conversions - the ASOS way Increasing Basket to Checkout Conversions - the ASOS way Presentation Transcript

  • 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