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Monsoon checkout presentation-slideshare
This document discusses ways to reduce friction and increase conversions at the checkout stage of online shopping. It provides pointers on user experience best practices like identifying good experiences, testing improvements, and understanding how checkout affects customers emotionally and psychologically. Specific recommendations include using persistent cookies, optimizing registration/login flows, providing progress indicators, and designing mobile checkouts carefully to avoid abandonment. The goal is to motivate customers, make checkout easy to complete through triggers and ability, and get more people through the full process.
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Monsoon checkout presentation-slideshare
- 1. CONTENT & COMMERCE STEPHEN KENEALY @stephenkenealy - @magentomeetup - @monsoonconsult www.monsoonconsulting.com
- 2. The Psychology ofthe Checkout
- 3. POINTERS TO REMOVEFRICTION AT THE CHECKOUT IDENTIFY SOME GOOD USER EXPERIENCES TEST, TEST, TEST
- 4. WE HATE PARTINGWITH OUR MONEY. IT ACTUALLY CAUSES US PAIN. THE ORBITOFRONTAL CORTEX
- 5. WHAT WE ALLTHINK OUR CHECKOUT FEELS LIKE FOR OUR CUSTOMERS…
- 6. WHAT IT MIGHTACTUALLY FEEL LIKE…
- 7. THE CHECKOUT FLOWIS WHERE THE MONEY IS AT On high traffic, high volume ecommerce sites small improvements can make a huge difference.
- 8. ABANDONED CARTS AREAN ALMOST UNIQUELY ONLINE PHENOMENON
- 9. SO THE SIMPLEQUESTION IS… ‘How do we get more people to go through our checkout flow and complete their purchase?’
- 10. THE FOGG BEHAVIOURMODEL IS A GOOD FRAMEWORK BEHAVIOUR = MOTIVATION X ABILITY X TRIGGER. HIGH MOTIVATION, TRIGGER IN PLACE, NICE AND EASY TO DO.
- 11. SO HOW DOESAMAZON DO IT? STEP 1 Click through from email STEP 2 Add to Cart STEP 3 Login – Enter Password STEP 4 Click ‘Proceed’ STEP 5 Buy Email showing previously browsed items Product Detail Page Login Page Cart Summary Order Page
- 12. ADD TO BASKET/CART The moment a visitor to your site adds an item to their basket they are not browsing, they are shopping! SO WHAT SHOULD HAPPEN NEXT…
- 13. ADD TO BASKET SHOW A STRONG VISUAL CUE THAT THERE IS SOMETHING IN THE BASKET. Show ‘Cart Add’ confirmation and remain on the same page Transfer the user to the cart page OR
- 14. MAKE SURE ANDDISPLAY YOUR CART CONTENTS WELL Clarity & Control
- 15.
- 16. PERSISTENT COOKIE FTW! Shoppers can take several visits before finalising a purchase. 33% of men and 38% of women reported the last time they abandoned a cart, it was due to “not being ready to purchase” (Forrester) Carts are used as wish lists.
- 17. CHECKOUT TYPES MULTI-STEPONE STEP/PAGE ACCORDION
- 18. TO REGISTER ORNOT TO REGISTER 25% of Shoppers will bail on you due to forced registration. Always offer ‘Guest Checkout’ – and then be nice (and clever) Never Say ‘Register’ – Ask the ‘New Customer?’ question Offer Account Creation on the ‘Thank You’ page
- 19. TOO MANY CHOICESCAUSE CONFUSION
- 20. BEFORE ASOS WEREDOING THIS…
- 21. SAME INFORMATION REQUIRED,NEW DESIGN
- 22. Killing the oldapproach and switching to the current page reduced abandonment by 50%! SO WHEN YOU CLICK ‘NEW’, WHAT HAPPENS?
- 23. IT’S FORCED REGISTRATION,BUT VERY NICELY PACKAGED…
- 24. ASKING FOR ANEMAIL UPFRONT WILL HELP YOUR ABANDONED CART RECOVERY PROCESS
- 25. MAKE YOUR CHECKOUTFAST And not just the Checkout, but your entire website.
- 26. DON’T ASK FOR UNNECESSARY INFORMATION And then don’t make it compulsory
- 27. If you areusing Multi-Step, Show Clear Progress Indicators
- 28. Try and provide shipping and tax charges upfront
- 29. Avoid poorly designed mobile checkout forms
- 30.
- 31. Ask for CreditCard Details Last – Ask for Shipping first then billing
- 32. USE SKEUMORPHICS TOMIMIC THE REAL WORLD PROCESS
- 33. YOUR CHECKOUT ISSECURE, BUT MAKE IT ‘LOOK SECURE’ AND TELL YOUR CUSTOMERS
- 34. STORE CREDIT CARDDETAILS? PCI Compliance
- 35. THANK YOU Q& A @stephenkenealy www.monsoonconsulting.com