Increasing Basket to Checkout Conversions - the ASOS way


Published on

Paul Rouke from usability consultancy PRWD explains how ASOS have redesigned their shopping basket based on customer feedback to deliver an improvement to their basket > checkout conversion rate

Published in: Design, Technology, Business
1 Comment
  • ImagesIndia Dotnet is a Graphic Design company located in New Delhi, India which offers Image Clipping path, retouching services in 1 to 24 hour turn around time for below 200 images at negotiable price. It has a great team of professional graphic designers working round the clock which makes sure to provide consistent high quality job.

    You may try us once for free to compare the quality between we and other clipping path-picture editing service providers.
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Increasing Basket to Checkout Conversions - the ASOS way

  1. 1. Increasing Basket to Checkout Conversions (the way) by Paul Rouke Head of Usability at PRWD 24 th February 2011 @ Bar 38, Manchester Event Hashtag # CTMan
  2. 2. 7 years experience focused on: – improving ‘visitor >> purchaser’ conversion rates – increasing average order values – improving number of returning visitors – converting offline shoppers to online shoppers <ul><li>The UK’s leading online and home shopping retailer </li></ul><ul><li>Annual sales of around £1.5 billion </li></ul><ul><li>Around 5 million customers </li></ul>My background Joined the very 1st e-commerce team in 1999 in design and usability role
  3. 3. <ul><li>The Leading North West Usability and Conversion Optimisation Consultancy </li></ul><ul><li>Provide services to help improve the performance of e-commerce websites </li></ul><ul><ul><li>Usability testing </li></ul></ul><ul><ul><li>Expert evaluations </li></ul></ul><ul><ul><li>User-centered design </li></ul></ul><ul><ul><li>Usability training </li></ul></ul><ul><ul><li>Usability consultancy </li></ul></ul><ul><ul><li>Conversion rate optimisation </li></ul></ul>Who is PRWD?
  4. 4. PRWD Clients Include PRWD clients include…
  5. 5. The Shopping Basket 2 Main Types of Retailer
  6. 6. Single Item Retailers <ul><li>Large </li></ul><ul><li>One-off </li></ul><ul><li>Expensive </li></ul>
  7. 7. Multi Item Retailers <ul><li>Outfits </li></ul><ul><li>Shopping spree </li></ul><ul><li>Inspiration </li></ul><ul><li>Complimentary </li></ul>
  8. 8. Objective of the Shopping Basket Provide the visitor with all they need to know for them to be happy to progress to checking out, without any un-answered questions. Paul Rouke, Head of Usability @ PRWD
  9. 9. A key ingredient of the shopping basket
  10. 10. A key ingredient of the shopping basket Transparency
  11. 11. What They Have Done Redesigned their shopping basket
  12. 12. Their New Basket Design
  13. 13. How They Have Done It “ Our in house UX team spent weeks wireframing, designing, prototyping and usability testing a whole raft of new features that our customers had told us they wanted over the years” James Hart, eCommerce Director @ ASOS
  14. 14. Key Shopping Basket Elements In-basket option editing
  15. 15. Key Shopping Basket Elements Dynamic reservation and expiry details
  16. 16. Key Shopping Basket Elements Shipping costs and options available
  17. 17. Key Shopping Basket Elements Clarity of proposition & security
  18. 18. Key Shopping Basket Elements More elements of shopping basket best practice from ASOS
  19. 19. Any impact on conversion rates? 3% uplift
  20. 20. What Next for ASOS? Following the same customer-centred approach ASOS are redesigning their checkout process in 2011
  21. 21. Next steps
  22. 22. Connect with me Office: 0161 228 0585 Mobile: 07739 745 126 Email: paulrouke @ Web: PRWD 22 Lever Street Manchester M1 1EA
  23. 23. Thankyou for listening to “Increasing Basket to Checkout Conversions (the ASOS way)” by Paul Rouke Further insights on shopping basket best practice