The document outlines 11 key steps for optimizing the checkout process in eCommerce to increase revenue, emphasizing the importance of a user-friendly experience. Topics covered include the need for fast loading pages, offering guest checkout, minimizing form fields, and providing clear calls to action. Additional focus is on customer assurance and the significance of security and reliability in online shopping.

1. Evolving eCommerce:
CHECKOUT PROCESS OPTIMIZATION:
The Magento eCommerce Forum
11 STEPS TO INCREASING REVENUE
NOVEMBER 2012

2. Ethan Giffin Shane Lundy Mack McGee
CEO VP, Sales & Business VP Sales & Marketing
Groove Commerce Development Groove Commerce
Speaker buySAFE Host
Speaker
November 2012 Webinar | Magento SEO
Checkout Process Optimization: 11 Steps to Increasing Revenue 2

3. Our goal is to bridge the gap between
marketing and technology and deliver a
user-friendly, high converting product to
each one of our clients.
www.groovecommerce.com
Services include: 800.564.9826
• Website Design @GrooveCommerce
• Magento Development & Integration
• Inbound Marketing Services
• Social Media Marketing
• Pay Per Click Management
• Search Engine Optimization
• Email Marketing
• Site Analysis
• Conversion Consulting
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4. buySAFE enables online merchants to
provide a third-party Guaranteed
Shopping program which increases
confidence and buyer satisfaction.
Merchants use buySAFE Guaranteed to www.buysafe.com
increase: 888.926.6333
• Website Conversion
• Order Value
• Repeat Buyers
• Website Sales (20x ROI GUARANTEED)
November 2012 Webinar | Checkout Process Optimization: 11 Steps to Increasing Revenue 4

5. • Why Your Checkout Process Matters
• 11 Checkout Optimization Steps
• Importance of Customer Assurance
• BONUS Step
• Q&A
November 2012 Webinar | Checkout Process Optimization: 11 Steps to Increasing Revenue 5

6. POLL #1
Why Magento?
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7. The average checkout
consists of 5.08 steps…
24% require account registration
50% asks for the same information twice
November 2012 Webinar | Checkout Process Optimization: 11 Steps to Increasing Revenue 7

8. POLL #2
Why Magento?
November 2012 Webinar | Checkout Process Optimization: 11 Steps to Increasing Revenue 8

9. STEP #1
ENSURE PAGES LOAD QUICKLY
Why Magento?
November 2012 Webinar | Checkout Process Optimization: 11 Steps to Increasing Revenue 9

10. Walmart.com:
Converted shoppers
received pages that
loaded 2X faster than
non-converted shoppers…
http://groov.co/UHmDDq
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11. 1. Turn on
compression
2. Remove
unneeded code &
files
3. CDN hosting
4. Use Google
jQuery scripts
5. Full-page caching
6. Track server
errors &
performance
(New Relic)
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12. STEP #2
OFFER GUEST CHECKOUT WITHOUT
REGISTRATION
Why Magento?
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13. • 8 of the 10 top US eTailers offer it
• 25.6% of online consumers would abandon
a purchase if forced to register [econsultancy]
• Average cart abandonment is 65%
• Why risk it?
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14. STEP #3
KEEP FORMS SHORT
Why Magento?
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15. • Don’t Ask if You Don’t Need
• Don’t Ask for Answers You Already Have
• Pre-Populate Fields if You Can
• Maintain Form Data if Errors Happen
• Especially Important for mCommerce
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16. STEP #4
PROVIDE CLEAR PROGRESS INDICATORS
Why Magento?
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17. Examples include:
• 25% done
• Step 1 of 3
• Billing à Shipping à Payment à Summary
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18. November 2012 Webinar | Checkout Process Optimization: 11 Steps to Increasing Revenue 18

19. STEP #5
PROVIDE SHIPPING COSTS
EARLY AND OFTEN
Why Magento?
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20. • Show the final price before checkout
• Confirm availability
• Removes customer concerns
• Set expectations
• Reassurances if anything goes wrong
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21. STEP #6
PROVIDE CLEAR CALLS TO ACTION
Why Magento?
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22. • Differentiate checkout/continue shopping
button colors
• Make next step button obvious >>
• Customers should be clear on how to
proceed to the next step in the checkout
• Enable backtracking without losing form
data
• Test color & font options
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23. STEP #7
MINIMIZE OTHER NAVIGATION
Why Magento?
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24. • Remove anything not needed
• No distractions
• Use jQuery popups for assurances
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25. STEP #8
PROVIDE A GUARANTEED
SHOPPING EXPERIENCE
Why Magento?
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26. • Provide reassurances of personal
information security
• Merchant is reliable and underwritten by
3rd party
• Customer is getting the best price
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27. The structure of the Internet creates a
disconnected purchase experience and
shopper concerns:
of consumers say that shopping
online is RISKIER than
73% shopping offline.
- Visa/CyberSource
of consumers will bounce from
98%
the site and make the purchase
elsewhere.
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28. • High hassle factor with problem resolution
• Heavy reliance on merchant performance
• Plethora of choice equals price
uncertainty
• More perceived risks to personal
information security & privacy
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29. 1. Will my personal information (identity) be kept safe &
secure?
“64% of identity theft originates “83% of online users worry about
online” their identity being stolen from an
- US Federal Trade Commission online purchase”- VeriSign
2. Will the product be authentic, arrive on time and if there is
a problem, will the merchant provide great customer
service?
“92% of shoppers have concerns when “61% of all complaints are for
shopping on new and unknown merchant non-performance”
websites“ - McAfee Security - National Consumers League
3. Am I getting the best price?
“45% of shoppers view price as most important”- BizRate Research
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30. November 2012 Webinar | Checkout Process Optimization: 11 Steps to Increasing Revenue 30

31. Information Merchant
Security Reliability Price
Prevention
Resolution
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32. STEP #9
PROVIDE HELP OPTIONS
Why Magento?
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33. • Make phone easy
to Find
• Extend customer
service for peak
holiday times
• Don’t make users
leave cart to live
chat
• Proactive chat
with your best
customers
• Cart-based rules
for chat (Velaro)
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34. STEP #10
MULTIPLE PAYMENT OPTIONS
Why Magento?
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35. • Different payment methods help appeal to
as many potential customers as possible
• Leads to increased sales & revenue
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36. STEP #11
PROVIDE A FINAL SUMMARY
Why Magento?
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37. • Provide a full summary before final
submission so customers can ensure they
entered everything properly
• Include order number
• Contact information
• Social icons
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38. POLL #3
Why Magento?
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39. BONUS: STEP #12
CONSISTENTLY REVIEW DATA
Why Magento?
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40. • Review funnel tracking data
• Refine & test top exit areas
• 2 types of testing & analytics
• Single page
• Site-wide
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41. POLL #4
Why Magento?
November 2012 Webinar | Checkout Process Optimization: 11 Steps to Increasing Revenue 41

42. www.groovecommerce.com/webinar
Questions? Contact Us
info@groovecommerce.com | (888) 924-1951
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