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RETHINKINGONLINE CHECKOUTWhat online retailers can learn from the in-store shopping andcheckout experience
Ask anybody about their latest onlineshopping experience, and you’re sure to             get an earful.
We definitely don’t make things easy…      “I’m just going to check that you’re a real person. Can you read that for me?” ...
Is it really any surprise?  Only 2 out of 10 shoppers who add an item to their cart get through checkout                  ...
Is it really any surprise?    5 out of 10 shoppers who start checkout fail to complete their purchase                     ...
We need a new wayof framing the opportunityOne that doesn’t involve looking at the competition
Four different target audiencesOne similar checkout experience
We need a new wayof thinkingOne that begins with an understanding of the needs of your shoppers.Blending the best of in-st...
The shopping cart is a viseral part of theshopping experience.                                  THE CART     http://www.fl...
It’s an integrated part of the shopping experience
It’s part of the brand experience
It’s a visual reminder not to forget
CHECKOUThttp://www.flickr.com/photos/postcardsfromthemothership/6463269917/sizes/l/in/photostream/
It’s designed to elicit our impulse buying behaviours
It provides reassurance and promotes confidence in our purchase decisions
And can turn special purchases into special occasions
Dare to be differentChange happens when today’s reality meets tomorrow’s potential
Because when you combine thebest of in-store, with the best of    digital, magic happens.
Thanks!                      Audrey Carr                 Strategy Director                     Nurun Toronto          www....
Rethinking online checkout
Rethinking online checkout
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Rethinking online checkout

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What Canadian online retailers can learn from the in-store shopping and checkout experience.

Presented at eCommerceCamp Toronto, April 16th, 2012.

Published in: Technology, Business
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Rethinking online checkout

  1. 1. RETHINKINGONLINE CHECKOUTWhat online retailers can learn from the in-store shopping andcheckout experience
  2. 2. Ask anybody about their latest onlineshopping experience, and you’re sure to get an earful.
  3. 3. We definitely don’t make things easy… “I’m just going to check that you’re a real person. Can you read that for me?” Google Analytics in Real Life – Online Checkout
  4. 4. Is it really any surprise? Only 2 out of 10 shoppers who add an item to their cart get through checkout Sources: Marketlive, Forrester, and Nurun
  5. 5. Is it really any surprise? 5 out of 10 shoppers who start checkout fail to complete their purchase Sources: Marketlive, Forrester, and Nurun
  6. 6. We need a new wayof framing the opportunityOne that doesn’t involve looking at the competition
  7. 7. Four different target audiencesOne similar checkout experience
  8. 8. We need a new wayof thinkingOne that begins with an understanding of the needs of your shoppers.Blending the best of in-store, with the best of online.
  9. 9. The shopping cart is a viseral part of theshopping experience. THE CART http://www.flickr.com/photos/hannibal_heyes/4212333326/sizes/l/in/photostream/
  10. 10. It’s an integrated part of the shopping experience
  11. 11. It’s part of the brand experience
  12. 12. It’s a visual reminder not to forget
  13. 13. CHECKOUThttp://www.flickr.com/photos/postcardsfromthemothership/6463269917/sizes/l/in/photostream/
  14. 14. It’s designed to elicit our impulse buying behaviours
  15. 15. It provides reassurance and promotes confidence in our purchase decisions
  16. 16. And can turn special purchases into special occasions
  17. 17. Dare to be differentChange happens when today’s reality meets tomorrow’s potential
  18. 18. Because when you combine thebest of in-store, with the best of digital, magic happens.
  19. 19. Thanks! Audrey Carr Strategy Director Nurun Toronto www.digitalforreallife.com @Nurun

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