The ecommerce checkout report analyzes the checkout strategies of the top 100 online retailers based on observational study data from February 2007. It examines various checkout tactics, including navigation, coupon entry, editing items, and guest checkout options. The report emphasizes the importance of testing to find effective strategies tailored to specific market segments.

1. 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/

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

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

4. What was the purpose of the study?

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

6. 23 Checkout Tactics of the Top 100 Online Retailers

8. Is navigation or search available?

10. Number of pages in checkout process?

12. Is there coupon code entry?

14. Can you edit items during checkout?

15. Is Ajax used within the checkout?

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

19. How are errors displayed?

21. Are alternative payments accepted?

23. Is live chat prevalent during checkout?

25. Is a phone number prevalent during checkout?

27. Is an address prevalent during checkout?

29. Are return policies prevalent during checkout?

31. Can you see shipping estimates prior to entering personal info?

33. Are security badges shown?

35. Are estimated shipping dates displayed?

37. Can you checkout as a guest or anonymously?

39. Are cart items always visible during checkout?

41. Is the cart total always visible during checkout?

43. Is a CVV (Card Verification Value) number required?

44. Is a final order confirmation screen used?

46. Are cross-sells displayed on the cart page?

48. Are cross-sells displayed during checkout?

50. Can gift wrapping or messaging be added to items?

51. 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/ Testing is the best way to validate the effectiveness of any checkout tactic What works in one vertical may not work in yours Ecommerce is fun! …and test some more.