New Feature Demo How to Increase Conversions with FastSpring's Seamless Popup Checkout
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This webinar will explore checkout optimization best practices, the emergence of inline and popup checkouts, and FastSpring’s approach to innovating the checkout experience to increase conversion rates by 10% or more.
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New Feature Demo How to Increase Conversions with FastSpring's Seamless Popup Checkout
- 1. © 2019 CONFIDENTIAL New Feature Demo How to Increase Conversions with FastSpring’s Seamless Popup Checkout October 17, 2019
- 2. © 2019 CONFIDENTIAL Tips • Audio will be provided via the webinar URL • You will not require an additional conference line • This webinar will be recorded and available to watch on demand following the live presentation To Ask a Question • Click on the floating Q&A Toolbox on your screen Housekeeping
- 3. © 2019 • Thousands of software companies • 200+ regions • 7+ million transactions powered by FastSpring every year B R O U G H T T O Y O U B Y FastSpring is the trusted full-service ecommerce partner for companies that sell software around the world. With FastSpring’s full-service ecommerce solution, you can sell more, compete big, and stay lean. Founded in 2005, FastSpring is a privately owned company headquartered in Santa Barbara with offices in Amsterdam.
- 4. © 2019 CONFIDENTIAL New Feature Demo How to Increase Conversions with FastSpring’s Seamless Popup Checkout October 17, 2019
- 5. © 2019 CONFIDENTIAL P R O D U C T M A N A G E R A T F A S T S P R I N G Ali Holmes
- 6. © 2019 CONFIDENTIAL Agenda • The State of Ecommerce • Characteristics of High Converting Checkouts • Overview of Recent Checkout Innovations • New Feature Demo • Coming Soon • Q&A
- 7. © 2019 CONFIDENTIAL The State of Ecommerce OPTION 2 THE FACTS THE CHALLENGE FASTSPRING 96% Percentage of online shoppers that leave without making a purchase Checkout optimization is complex and time consuming
- 8. © 2019 CONFIDENTIAL Types of Checkout Web Popup
- 9. © 2019 CONFIDENTIAL The Best Checkouts are Seamless 10% Popup Checkout Web Checkout
- 10. © 2019 CONFIDENTIAL Benefits of the Popup Checkout • Reduces friction associated with full-page redirects • Reduces perceived effort required to complete purchase • Removes distractions • Increases confidence in the purchase
- 11. © 2019 CONFIDENTIAL Recent Innovations Localized in 22+ currencies and 16+ languages Dynamic field labels Optimized for all devices and browsers Better display of available payment methods Real-time field validation and error prevention
- 12. © 2019 CONFIDENTIAL Introducing: Shopping Cart for Popup Checkout • Increase Conversion Rates: Out-of-the-box cart functionality makes our highest converting checkout experience more powerful and flexible than ever. • Increase Average Order Value (AOV): Buyers have the ability to modify items and quantities before purchase without leaving your webpage. • Reduce Cart Abandonment: Cart persistence ensures shoppers don’t lose their cart contents as they navigate between your website and the Popup Checkout.
- 13. © 2019 CONFIDENTIAL Coming Soon • Product Options: Present related products as cross-sells to increase Average Order Value (AOV). • Subscription Add-ons: Suggest products to supplement a subscription and increase recurring revenue. • Volume Discounts: Incentivize shoppers to increase quantities directly within the Popup Checkout.
- 14. © 2019 CONFIDENTIAL Next Steps • Learn More at www.community.fastspring.com/s/article/ About-the- Popup-Storefront-Cart • Implement Popup Checkout • Enable the Shopping Cart • Configure Product Options
Editor's Notes
- The state of Ecommerce, including the importance and challenges of continuous optimization.
- Ecommerce is competitive. It varies by industry, but on average 96% of shoppers visit without buying. Shoppers are constantly being pulled in different directions and it’s hard to attract new customers. Big companies have armies of people focused on this because they know that buyer habits and preferences are constantly evolving. To remain competitive, it takes constant research, data analysis, testing and tweaking to optimize your checkout experience for maximum sales. There are no shortcuts. At FastSpring we believe your time is better spent focused on what you do best… building great products and supporting your customers. At FastSpring, we have a dedicated team of conversion experts focused on solving this problem for you. We are able to leverage data from thousands of merchants to eliminate the guesswork when it comes to checkout and conversion optimization. We know what causes cart abandonment and what drives sales, and we apply those insights to deliver a best in class checkout experience. 3 primary ways we do this… Best in class UI/UX that is constantly evolving with the ever-changing preferences of buyers Global payments flexibility with a wide selection of accepted payment methods Localization of currencies and languages that gives shoppers comfort and confidence.
- There are two distinct types of checkout. They serve different use cases and we offer both: Hosted Checkout: This is our Web Storefront. It’s easy to integrate and comes with built-in product pages and cart functionality. In this flow, the customer is redirected from the product page or cart (on your website) to complete payment somewhere else. The benefit for retailers here is that it comes with a cart, product pages, etc. and it’s very easy to integrate. This is best for small merchants who have little to no dev resources. One drawback is that, since it takes customers away from the site, it can harm conversion rates. The customer may not be expecting this or may not trust the new webpage because it looks/feels different from the merchant website. Popup Checkout: Some people refer to this as inline or integrated checkout. In this flow, the storefront is still technically hosted by FastSpring, but is displayed directly within the merchant website so customers don’t need to be redirected elsewhere to complete purchase. This is best for merchants with a light product catalog who want to offer a quick, straightforward checkout experience. This checkout acts as an IFrame that opens on your website and is designed to increase conversion rates due to its seamless shopping experience. Let’s dive a little deeper into the benefits of this type of checkout.
- The difference in conversion rates is significant. It’s clear from the data that the best checkouts are seamless. Our research shows that companies using the FastSpring Popup Checkout have 10% higher conversion rates on average. Implementing an integrated checkout (where all stages of the purchase flow exist on the same page) can deliver a 10% increase in conversion rates.
- The Popup Checkout displays a checkout on top of your existing webpage, allowing visitors to complete purchases without redirecting to a separate hosted cart and checkout. Buyer never leaves your website or page. This delivers a customizable and seamless experience for each buyer that dynamically displays payment methods, currencies, and taxes based on their location. Benefits of the Popup Checkout: Reduces friction by limiting time spent waiting for pages to load, and foregoing redundant confirmation/review pages Reduces the perceived effort required to complete purchase Removes distractions Reduces cart abandonment by ensuring brand consistency throughout checkout. Checkouts should match the look and feel in the rest of the website – it builds trust with users and reminds them of the product that brought them to the checkout, which increases confidence in the purchase. Reaching a checkout that doesn’t resemble the rest of the website is jarring. If a checkout feels different - different colors, a different font, different backgrounds, etc - it won't feel like the same website. You lose some of the customer's trust, too, since it might create the impression that the checkout process was just an afterthought.
- Before we introduce new feature, wanted to share a few of our recent checkout innovations. Just some of the ways that we are constantly innovating and optimizing for you (innovation as a service)... Better display of available payment methods. One of our strengths here at FastSpring is our wide selection of accepted currencies and payment methods (not just CC, but PayPal, Amazon Pay, Alipay, iDeal - the list goes on). But if these payment methods aren’t immediately visible to the user during checkout, they might assume that their preferred payment method isn’t supported and abandon checkout. Some 8% of people abandon the checkout page because they can’t find the payment option they want. We have improved this to ensure that users can quickly recognize their preferred payment method as an option during checkout. Real-time field validation & error prevention Live validation of inputs helps to reduce errors and speed up the checkout process. If you wait until a user clicks “Pay” to tell them they made a mistake or missed a step, it creates a frustrating experience because the user is expecting to make progress, only to find out there is a problem. They then have to figure out where the problem is, fix it, and click pay again – uncertain if this time it will actually work. We’ve improved the Popup Checkout so that errors and skipped fields are highlighted as soon as the user clicks away, making it easy for the user to fix the issue and continue where they left off. This reduces time spent searching for and correcting errors, which speeds up the checkout process. It also provides positive reinforcement, letting users know they’re heading down the right path to complete their purchase. We will even prevent invalid field inputs when possible (for example, we know nobody has letters or punctuation in their credit card number, so why would the credit card field allow those characters? Instead, we should only allow the appropriate character types in fields). This further limits the occurrence of typos and reduces friction. Optimized for all device types People shop on screens of all sizes. 35% of online purchases are made on a phone or tablet and that number is only growing. Make sure they can buy your product on any of them. The last thing you want to do is limit your potential user pool based on who has access to a desktop computer. This is why we’ve made the Popup Checkout fully responsive on all major device types and screen sizes. Fully localized in X languages and Y currencies As you can probably tell by now, the Popup Checkout is incredibly powerful, but there was a gap… Checkout should include a clear purchase summary and cart breakdown throughout the shopping experience to remind users why they’re here and motivate them to complete their purchase. It should also include a full pricing breakdown, including taxes and shipping costs. People feel better paying when they know where the total cost comes from. This is more important for some purchase flows than others. People who need this shopping cart functionality couldn’t utilize our Popup Checkout unless they had resources to build a cart on their own. Even still, highly customized solutions are tedious and time consuming to build.
- We are pleased to announce our new built-in shopping cart for Popup Storefronts! This feature provides out-of-the-box cart functionality directly within the Popup Storefront, making our highest converting checkout experience more powerful and flexible than ever. Increase Conversion Rates: For those not already using the Popup Checkout (maybe because you needed cart functionality when you setup your store), you could see a 10% increase in conversion rates just by switching to Popup. Now that the Popup Checkout includes cart functionality out-of-the-box, our highest converting checkout experience is more flexible and serves a wider range of use cases than ever before. For those already using the Popup Checkout, this new functionality increases conversion rates by providing a clear purchase summary and cart breakdown (fully localized and usable on all devices) throughout the shopping experience. This reminds users why they’re there and motivates them to complete their purchase, leading to increased conversion rates. People also feel better paying when they can see a full pricing breakdown and know where the total cost is coming from. Cart persistence allows visitors to continue shopping without losing the items they have already selected to potentially purchase.
- Communicate next steps (how to learn more, how to enable, etc)