The Ecommerce Checkout Report A
Study of the Checkout Tactics of the Top 100 Online Retailers Visit the companion blog to ask questions, share test results or comment: www.elasticpath.com/ecommerce-checkout-report/

Panelists Jason Billingsley Co-founder &
VP Marketing Elastic Path Software Stephan Spencer Founder & President Netconcepts

So where did the numbers
come from? <ul><li>Top 100 online retailers according to Internet Retailer Top 500 Guide </li></ul><ul><li>Observational study </li></ul><ul><li>Data collected in February 2007 </li></ul><ul><li>Growth and conversion rate data from IR Top 500 Guide </li></ul>

What was the purpose of
the study?

How did we segment? Apparel
and Accessories High Tech and Office Low average order value High average order value under $77 over $77

23 Checkout Tactics of the
Top 100 Online Retailers

Is navigation or search available?

Number of pages in checkout
process?

Is there coupon code entry?

Can you edit items during
checkout?

Is Ajax used within the
checkout?

Does account creation or log
in take you out of the checkout?

How are errors displayed?

Are alternative payments accepted?

Is live chat prevalent during
checkout?

Is a phone number prevalent
during checkout?

Is an address prevalent during
checkout?

Are return policies prevalent during
checkout?

Can you see shipping estimates
prior to entering personal info?

Are security badges shown?

Are estimated shipping dates displayed?

Can you checkout as a
guest or anonymously?

Are cart items always visible
during checkout?

Is the cart total always
visible during checkout?

Is a CVV (Card Verification
Value) number required?

Is a final order confirmation
screen used?

Are cross-sells displayed on the
cart page?

Are cross-sells displayed during checkout?

Can gift wrapping or messaging
be added to items?

Things to remember Did you
know? Over 20% of Add to Cart buttons are blue; 15% red. Want to see the Add to Cart buttons of all Top 100 Online Retailers? www.getelastic.com/add-to-cart-buttons/ <ul><li>Testing is the best way to validate the effectiveness of any checkout tactic </li></ul><ul><li>What works in one vertical may not work in yours </li></ul><ul><li>Ecommerce is fun! …and test some more. </li></ul>