SlideShare a Scribd company logo
Maximizing Conversion
with Checkout Optimization
              Linda Bustos
    Director of Ecommerce Research
          www.GetElastic.com
               @getelastic
Avg cart abandonment




55-72%
Why customers abandon checkout
44% Shipping/handling too high


                                 41% Not ready to purchase



                                27% Wanted to compare prices


                                25% Price higher than desired


                                  24% Want to save for later



The top 5 reasons are non-design / usability issues
14% Didn’t want to register


                                12% Felt site was asking for TMI



                               11% Checkout too long/confusing


                                    11% Website too slow


                                 10% Not enough information



The next 5 reasons are design / usability issues
Conversion happens in the mind
              Not on your web site
                     -Dr. Flint McGlaughlin
People will put up with bad process
To get something that’s indispensible
what’s your value
proposition?
Value Props in Cart pages
Include value propositions
   In the cart summary
 proximal to calls to action
dealing with FUD
“shipping and handling costs too high”
• “For whatever reason, a free shipping offer
  that saves a customer $6.99 is more appealing
  to many than a discount that cuts the
  purchase price by $10.”
--David Bell, Wharton
School of Business
Cart abandonment spikes when
 cart total is low and when shipping
 charges are close to the cart total

It also spikes near the $100, possibly
     due to the “triple digit” mark
Macy’s free shipping threshold
at $99 may be more persuasive
          than $100
A “carrot” shows the dollar
 amount remaining before
        free shipping.
 Placing it proximal to the
cart total may make it more
          noticeable
“I was not ready to purchase the
            product”
Saving cart contents save sales. Use
your web analytics days to purchase
   report for ideal cookie length.
This call to action
reinforces urgency
Urgency
“I wanted to compare prices on other
               sites”
again…what’s your
value
proposition?
“product price was higher than I was
          willing to pay”
Promo code boxes encourage code
            hunting.
coupon snipers
suppress coupon box




Showing coupon boxes only
 when customer has been
referred by email/affiliate is
        one solution
“just wanted to save products in my
    cart for later consideration”
Remarketing emails:
 Optimize them like
   landing pages
Use incentives wisely (not
the first time / not every
            time)
“shipping and handling costs were
listed too late during the checkout
              process”
59% expect “total cost” before checkout -OneUpWeb
“I didn’t want to register with the site”
23% of shoppers will abandon checkout if forced to
Register –Forrester Research
users don’t read instructions
may start typing in open fields
ditto for returning customers
Captures the email
               address in first step for
               remarketing, one form
                  for all customers

The “Amazon”
way
“site was asking too much
       information”
save unnecessary marketing segmentation
auestions for a post-conversion survey
“checkout process was too long or
           confusing”
user
testing
heuristic
evaluation
calls-to-action
CTA clarity, styling
 and placement
Competing
  CTAs
CTA outside of
  eye path
CTA labels matter
Point of action
assurances
proximal to CTA
form usability
Label
alignment
            Localization
            tools
Required
field
format
            Tabbability




 Flexible
 inputs
            Tooltips and
            instructions
Time savers




                  Dropdown
                  menus


                             Call to
                             action
                             (not
                             this)
Unnecessary
fields
Visual
CVV explanation
Clear error
handling (not
this)
Not this
Inline
validation
inline validation
•   22% increase in success rates
•   22% decrease in errors made
•   31% increase in satisfaction rating
•   42% decrease in completion times
•   47% decrease in the number of eye fixations
    (easier to visually process)
    – Source: Etre / Luke Wroblewski
Browser test
split path testing




Reducing steps may work, but don’t test shortened processes
      until you optimize the elements within the steps
Olympic Store
          improved checkout
          by 22%, but results
               may vary




one page checkout
“Web site was too slow”
Test site speed all the way through your funnel,
not just the home page!
slow speed culprits
• Table based layout
• Uncompressed images
• Payment gateway
  – Magnified on slow-band connections, mobile/WIFI, overseas
“I didn’t have enough information to
         make the purchase”
proactive chat
challenges to moving the needle
• Testing the minutiae
• Starting with multivariate (or using A/B testing
  like multivariate)
• Focusing on site elements rather than
  psychology
interpreting test results
example: should you show cross-sells
         on the cart page?
• What are you measuring? Conversion rate or
  profit?
• How were they presented? Above below fold?
  Labeled?
• Did you use the correct price points? What
  were the merchandising rules?
Positive or negative results depend on how well
you’ve nailed it with the treatment design



                   What might be influencing your
                            analysis?
takeaway
• Optimization starts with in-head factors, not
  on-page factors
• Form your testing hypothesis with user testing
  first, then heuristics
• Start with radical redesigns and work from
  there
• Interpret test results wisely
thank you!

www.getelastic.com

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