How often have you abandoned a checkout due to a confusing and difficult experience? Unfortunately this is more common than it should be. Join Kath Pay of Plan to Engage and James Critchley of cloud.IQ, where we will focus on 3 keys to leverage in order to prevent abandonment of the shopping cart process.

1. 3 Keys to improving your
customer’s checkout
experience
Kath Pay, Plan to Engage
James Critchley, cloud.IQ
Sponsored by:

2. Your presenter – KathPay
• 14+ years of
experience in digital &
email marketing
• Digital Marketing
Consultant, Trainer &
Speaker
• Lead trainer for Email
Marketing for
Econsultancy, the IDM
& THE DMI in the UK @kathpay

3. About Plan to Engage
• Email Marketing Strategy
• Email Design & Coding
• Deliverability Support
• Email Vendor Selection
• Conversion Optimization
• Workshops & Training
Courses
www.PlanToEngage.com

4. Enterprise Technology For Everyone

5. FBM TheoryBehaviormodel.org

6. 3 simple keys….
1. Build up their motivation
2. Make it easy to do so
3. Ask for it at the right time

7. It is not the magnitude of change on
the “page” that impacts conversion; it
is the magnitude of change in the
“mind” of the prospect.
- Dr. Flint McGlaughlin

8. #1 Motivation
pleasure/pain, hope/fear, social acceptance/rejection

9. 4 types of web usersJakob Nielsen 2007

10. 4 very different approaches
• A: Search Dominant/Competitive
• B: Navigation Dominant/Methodical
• C: Tool Dominant/Spontaneous
• D: Successful/Humanistic

11. 4 different personality patterns
Competitive Spontaneous
Methodical Humanistic
FAST
SLOW
LOGICAL EMOTIONAL

12. Competitive
Fast-paced decision-making, logically oriented

13. 13
Competitive
Why is your solution better than other solutions?
Screwfix

14. Methodical
Slow-paced decision-making, logically oriented

15. 15
Methodical
How can your solution fix my problem?

16. Spontaneous
Fast-paced decision-making, emotionally oriented

17. 17
Spontaneous
Why is your solution now the best solution for my
problem?

18. Humanistic
Slow-paced decision-making, emotionally oriented

19. 19
Humanistic
Who has alreadyused your solution to solve my
problem?

20. Use designelements to help them to make a decision

21. loss aversion refers to people's
tendency to strongly prefer avoiding
losses to acquiring gains.
Some studies suggest that losses are
twice as powerful, psychologically, as
gains.

22. Loss Aversion

23. Use Anchoring

24. Address their concerns

25. After addingitems to your basket,what would
make you abandon your purchase?
Econsultancy

26. So why do they abandon?

27. Put their mind at rest

28. Reassuring

29. #2 Ability
time, money, physical effort, brain cycles, social deviance, non-routine

30. We LOVE Customer Service!

31. Proactive chat on Comparison page
increased sales by 211%
Proactive7.com

32. Proactive chat in the checkout –
increased sales 20% & AOV 43%

33. Once you are in the checkout process, what would
deter you from completingthe purchase?
Econsultancy

34. “A general “law of least effort” applies to
cognitive as well as physical exertion. The law
asserts that if there are several ways of
achieving the same goal, people will
eventually gravitate to the least demanding
course of action. ……Laziness is built deep
into our nature”
- Daniel Kahneman, Thinking, Fast and Slow

35. Gamefy the task

36. Need more information? - Gamefy the task

37. Step 2

38. Step 3

39. Step 4

40. Step 12

41. So…… what DO we think about CAPTCHA?

42. Gamefy the task

43. Increase of customer profile completions rose from
63% to 99%

44. Make it easy for them to achieve your objective

45. Increased visits to the lead generationpage by
93.71% with a statistical significance of 96%
Visual Website Optimizer Test Ran over a period of 5 months

46. Leverage Commitment &
Consistency principle

47. Hmmm….that’s pretty easy…

48. Get them in the door – halvedtheir abandonment rate

49. • Removed forced
registration
• Removed requirement
for registration or
password before the
checkout
• Questioned & tested
existing practices
• Increased purchases by
45%
• Additional $300,000,000
for first year
Commitment

50. #3 Trigger
facilitator, spark, interest

51. Groupon– optimisingsignupformpositiononlanding
page
Eyequant

52. 52% uplift inconversion!

53. • Groupon used EyeQuant to optimise the design of
their international landing pages.
• The initial EyeQuant test showed that user
attention wasn't attracted by the sign-up form –
the objective of the page.
• By optimising their design Groupon's team tested
A/B tested a version that presented users
immediately with the form and a clearly visible
Call-to-Action.
• Result: +52% Conversion Uplift.
Results

54. Make the task obvious

56. Get the design hierarchy right

57. Easiest change – huge impact
Contentverve

58. Ask for the right action at the
right time

59. Replaced Buy Now with Add to basket - 17% increase
Schuh

60. Increased conversions by 14.79%.
Contentverve

61. 14.79% more conversions
The treatment CTA Copy increased
conversions by 14.79%
Sample size: 14230 visitors / 541 conversions
Test duration 30+ days
Variant B:

62. Be aware the power of words
Register (seen negatively)
vs
New Customer (seen positively)

63. Re-mailing works a treat!

64. Lifecycle Case Study:
Abandoned Basket
Results versus blast email:
Conversion rate: 81% increase
Note: It is worth testing whether the
abandoned product/s appearing on the
email increases targeted metrics

65. Lifecycle Case Study:
Abandoned Search (Browsed not bought)
Results versus blast email:
Conversion rate: 44% increase
Note: The conversion rate will always be
optimised if the products are relevant to
what has been browsed

66. Get started with our FREE cart Analyser
Access to our real time
interactive analytics
Dashboard
Prove the success of the
platform from day one before
paying any money
Get sent full audit report
after 1 week live
Fully understand expected
R.O.I
Create controlled user group
for A/B testing

67. Questions?
Kath Pay
@kathpay
Kath@PlanToEngage.com
www.linked.com/in/kathpay

68. https://www.brighttalk.com/webcast/8461/102621
Watch the Webinar at: