Increasing Basket to Checkout Conversions - the ASOS way
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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
![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 ,[object Object],[object Object],[object Object],My background Joined the very 1st e-commerce team in 1999 in design and usability role](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Increasing Basket to Checkout Conversions - the ASOS way
- 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
- 4. PRWD Clients Include PRWD clients include…
- 5. The Shopping Basket 2 Main Types of Retailer
- 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. A key ingredient of the shopping basket
- 10. A key ingredient of the shopping basket Transparency
- 11. What They Have Done Redesigned their shopping basket
- 12. Their New Basket Design
- 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. Key Shopping Basket Elements In-basket option editing
- 15. Key Shopping Basket Elements Dynamic reservation and expiry details
- 16. Key Shopping Basket Elements Shipping costs and options available
- 17. Key Shopping Basket Elements Clarity of proposition & security
- 18. Key Shopping Basket Elements More elements of shopping basket best practice from ASOS http://bit.ly/ASOSbbp
- 19. Any impact on conversion rates? 3% uplift
- 20. What Next for ASOS? Following the same customer-centred approach ASOS are redesigning their checkout process in 2011
- 21. Next steps
- 22. Connect with me http://uk.linkedin.com/in/paulrouke Office: 0161 228 0585 Mobile: 07739 745 126 Email: paulrouke @ prwd.co.uk Web: http://www.prwd.co.uk PRWD 22 Lever Street Manchester M1 1EA http://twitter.com/paulrouke
- 23. Thankyou for listening to “Increasing Basket to Checkout Conversions (the ASOS way)” by Paul Rouke Further insights on shopping basket best practice http://bit.ly/ASOSbbp