Featuring Jay Atkinson, director of Optimization at Blue Acorn, and Chad Ledford, CRO and co-founder at AddShoppers. The average cart abandonment rate is greater than 65%. As an eCommerce professional, you focus heavily on visitor acquisition, which is vital, but are you focusing enough on conversion optimization? Most brands are not. Two eCommerce industry experts with over 23 years of combined experience dish on: •Why your goal should be getting out of the way of the user as much as possible •The importance of segmenting, testing, and optimizing by device used •Real results and lessons learned • and more!

1. Optimizing your Checkout
Flow for Conversions

2. Your presenters
Chad Ledford
Chief Revenue Officer
+ Co-Founder
Jay Atkinson
Director of eCommerce
Optimization

3. I. Quick Intro
II. Testing and Optimization
III. Checkout Campaigns that
Boost Conversion Rates
IV. Final Thoughts
V. Q&A
Agenda

4. AddShoppers
We track and optimize the Shopper Journey
with our suite of marketing Apps designed to
increase our clients’ Average Revenue Per
Visitor (ARPV) without having to go through
I.T.
10,000+ Users Worldwide

5. Blue Acorn
Founded in 2008, Blue Acorn is an award-
winning eCommerce agency that specializes
in design, development, and optimization for
midsize and enterprise-level brands.
Magento's 2015 North American Partner of
the Year, Blue Acorn has an experienced
team of optimization experts and developers
with a long history of creating and executing
strategies that solve even the most complex
testing and personalization challenges.

6. Testing and Optimization
Best Practices + Results

7. What’s Optimization Testing and Why is it Important?
Control Variation

8. I. Design
II. Checkout Buttons Testing
III. Mobile Best Practices
IV. Social Login/Data
Collection
V. Checkout Flow
Talking Points

9. Design
Practicality Versus Beautification

10. Original
Variation

11. Checkout Buttons Testing
More Than Colors And Fonts

12. Image courtesy of ConversionXL

13. Mobile Best Practices
Different Tests For Different Devices

14. Screen Size

15. Physical Versus Virtual Keyboard

17. Social Login / Data Collection
Are Your Customers Social Savvy?

19. Checkout Flow
Make It Dead Simple

20. Simplification
Checkout processes have went round and round
to make them easier over the last 5 years

21. One Page vs Multi-page Checkout

22. More information isn’t always better
Displaying the pricing information throughout checkout will build trust with
customers by showing price and also remind them of the value they are
receiving with products
+0.49%

24. Checkout Page
Campaigns
that boost conversion rates

25. 6 creative
campaigns to
improve the
checkout flow.
General cart page
Cart value
1
2
3
Mobile4
5 Social
6 Post purchase
Personalized

26. General Cart Page

27. Why Shoppers
Abandon Their
Carts?
Want to shop around
Searching for a coupon
Got distracted
1
2
3
High shipping costs4

28. Before
shabbyapple.com, a women’s clothing boutique, had no cart abandonment
strategy in place.

29. After
They designed a full-screen cart abandon modal, which offered free shipping on
shoppers’ current carts.

30. 60
50
40
30
20
10
Modal Conversion
Rate
Results
Shabby Apple saw huge success utilizing
this cart abandonment strategy.
Their modal resulted in a 34.49% conversion
rate.
So, over ⅓ of carts that would have been
abandoned were saved!
34%

31. Before
A leading precious metals retailer had no cart abandonment strategy in place.

32. After
Abandonment triggers modal that links directly to live chat.

33. 60
50
40
30
20
10
Cart Page
Conversion Rate
Results
This campaign was tested with a control
group.
The control group tracked a 28% cart page
conversion rate, while the group that saw the
modal tracked a 32% conversion rate.
That’s a 14% lift in cart page conversion
rate! 28%
32%
Control Campaign

34. Personalized

35. Why Personalize
the Checkout?
Increase brand loyalty
Higher performance by
using 1st party data
Create “wow” moments
1
2
3

36. Before
oldtimecandy.com, a specialty candy retailer, ran a successful yet non-creative
email capture modal.

37. After
They sweetened their stagnant on-site campaigns with 1:1 personalization
through data collected by Social Login.

38. 30
25
20
15
10
5
Modal Conversion
Rate
Results
Old Time Candy’s 1:1 personalized modals
capture 644% more emails.
They also have a 16% higher conversion
rate to purchases than their non-
personalized modal.
16% Higher

39. Cart Value

40. Why Cart Value
Based Campaigns?
More control over margin
Targeted free shipping
Get more aggressive with
higher cart values
1
2
3

41. Before
Free shipping promo gets lost in top bar.

42. After
Dynamic promotions deploy in three tiers based on current cart value.

43. 12
10
8
6
4
2
Conversion Rate
Results
This campaign was tested with a control
group.
The control group tracked a 3.29%
conversion rate, while the campaign group
tracked a 7.09% conversion rate.
That’s a 116% lift in conversion rate!
3.29%
7.09%
Control Campaign

44. Mobile

45. Why Target
Mobile?
Early Adoption Opportunity
Low Conversion Rates
Reverse the “Browse Only”
Mindset
1
2
3

46. Before
thevioletvixon.com struggled with low mobile conversion rates.

47. After
Their mobile-only behavioral targeting modal is now one of their highest
converting campaigns.

48. 12
10
8
6
4
2
Conversion Rate
Results
10% of traffic that interacts with this mobile-
only offer converts to a sale.
50% of emails captured across all devices
are now captured through this mobile offer.
10%

49. Social

50. Why integrate
social?
Improve 1st party customer
data collection
Opportunity to drive like-
minded referral traffic
1
2
Make customers work for
an incentive
3

51. Before
lostgolfballs.com was losing shoppers due to cart abandonment.

52. After
They curbed abandonment by adding a share-for-coupon option to their cart
page. This eliminated the need to leave the cart in search of a coupon.

53. 12
10
8
6
4
2
Revenue Increase
Results
Lost Golf Balls tracked a 9% overall revenue
increase within 30 days.
They also saw a 1,048% increase in social
traffic generated in the same time frame.
9%

54. Post Purchase

55. Why post purchase
campaigns?
30% of sharing happens
post purchase
Helps increase LTV of a
customer
Customers like to brag
about their purchases
1
2
3

56. Before
Missioncute.com had nothing in place to drive engagement post purchase.

57. After
Taking advantage of the opportunity to continue the relationship with the
customer.

58. 30
25
20
15
10
5
Refer-a-Friend
Join Rate
Results
Over 20% of their post purchase traffic now
joins their refer-a-friend program.
20%

59. To learn more about AddShoppers, join an
upcoming live demo:
addshoppers.com/live-demo
Additional Questions? Follow Up?
chad@addshoppers.com
@ChadLedford
jay.atkinson@blueacorn.com
@jatkinson10
To learn more about Blue Acorn, visit:
blueacorn.com