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Optimizing your Checkout Fow for Conversions
- 1. Optimizing your Checkout Flow for Conversions
- 2. Your presenters Chad Ledford Chief Revenue Officer + Co-Founder Jay Atkinson Director of eCommerce Optimization
- 3. I. Quick Intro II. Testing and Optimization III. Checkout Campaigns that Boost Conversion Rates IV. Final Thoughts V. Q&A Agenda
- 4. AddShoppers We track and optimize the Shopper Journey with our suite of marketing Apps designed to increase our clients’ Average Revenue Per Visitor (ARPV) without having to go through I.T. 10,000+ Users Worldwide
- 5. Blue Acorn Founded in 2008, Blue Acorn is an award- winning eCommerce agency that specializes in design, development, and optimization for midsize and enterprise-level brands. Magento's 2015 North American Partner of the Year, Blue Acorn has an experienced team of optimization experts and developers with a long history of creating and executing strategies that solve even the most complex testing and personalization challenges.
- 6. Testing and Optimization Best Practices + Results
- 7. What’s Optimization Testing and Why is it Important? Control Variation
- 8. I. Design II. Checkout Buttons Testing III. Mobile Best Practices IV. Social Login/Data Collection V. Checkout Flow Talking Points
- 11. Checkout Buttons Testing More Than Colors And Fonts
- 12. Image courtesy of ConversionXL
- 13. Mobile Best Practices Different Tests For Different Devices
- 14. Screen Size
- 15. Physical Versus Virtual Keyboard
- 17. Social Login / Data Collection Are Your Customers Social Savvy?
- 19. Checkout Flow Make It Dead Simple
- 20. Simplification Checkout processes have went round and round to make them easier over the last 5 years
- 21. One Page vs Multi-page Checkout
- 22. More information isn’t always better Displaying the pricing information throughout checkout will build trust with customers by showing price and also remind them of the value they are receiving with products +0.49%
- 24. Checkout Page Campaigns that boost conversion rates
- 25. 6 creative campaigns to improve the checkout flow. General cart page Cart value 1 2 3 Mobile4 5 Social 6 Post purchase Personalized
- 27. Why Shoppers Abandon Their Carts? Want to shop around Searching for a coupon Got distracted 1 2 3 High shipping costs4
- 28. Before shabbyapple.com, a women’s clothing boutique, had no cart abandonment strategy in place.
- 29. After They designed a full-screen cart abandon modal, which offered free shipping on shoppers’ current carts.
- 30. 60 50 40 30 20 10 Modal Conversion Rate Results Shabby Apple saw huge success utilizing this cart abandonment strategy. Their modal resulted in a 34.49% conversion rate. So, over ⅓ of carts that would have been abandoned were saved! 34%
- 31. Before A leading precious metals retailer had no cart abandonment strategy in place.
- 32. After Abandonment triggers modal that links directly to live chat.
- 33. 60 50 40 30 20 10 Cart Page Conversion Rate Results This campaign was tested with a control group. The control group tracked a 28% cart page conversion rate, while the group that saw the modal tracked a 32% conversion rate. That’s a 14% lift in cart page conversion rate! 28% 32% Control Campaign
- 34. Personalized
- 35. Why Personalize the Checkout? Increase brand loyalty Higher performance by using 1st party data Create “wow” moments 1 2 3
- 36. Before oldtimecandy.com, a specialty candy retailer, ran a successful yet non-creative email capture modal.
- 37. After They sweetened their stagnant on-site campaigns with 1:1 personalization through data collected by Social Login.
- 38. 30 25 20 15 10 5 Modal Conversion Rate Results Old Time Candy’s 1:1 personalized modals capture 644% more emails. They also have a 16% higher conversion rate to purchases than their non- personalized modal. 16% Higher
- 39. Cart Value
- 40. Why Cart Value Based Campaigns? More control over margin Targeted free shipping Get more aggressive with higher cart values 1 2 3
- 41. Before Free shipping promo gets lost in top bar.
- 42. After Dynamic promotions deploy in three tiers based on current cart value.
- 43. 12 10 8 6 4 2 Conversion Rate Results This campaign was tested with a control group. The control group tracked a 3.29% conversion rate, while the campaign group tracked a 7.09% conversion rate. That’s a 116% lift in conversion rate! 3.29% 7.09% Control Campaign
- 44. Mobile
- 45. Why Target Mobile? Early Adoption Opportunity Low Conversion Rates Reverse the “Browse Only” Mindset 1 2 3
- 46. Before thevioletvixon.com struggled with low mobile conversion rates.
- 47. After Their mobile-only behavioral targeting modal is now one of their highest converting campaigns.
- 48. 12 10 8 6 4 2 Conversion Rate Results 10% of traffic that interacts with this mobile- only offer converts to a sale. 50% of emails captured across all devices are now captured through this mobile offer. 10%
- 49. Social
- 50. Why integrate social? Improve 1st party customer data collection Opportunity to drive like- minded referral traffic 1 2 Make customers work for an incentive3
- 51. Before lostgolfballs.com was losing shoppers due to cart abandonment.
- 52. After They curbed abandonment by adding a share-for-coupon option to their cart page. This eliminated the need to leave the cart in search of a coupon.
- 53. 12 10 8 6 4 2 Revenue Increase Results Lost Golf Balls tracked a 9% overall revenue increase within 30 days. They also saw a 1,048% increase in social traffic generated in the same time frame. 9%
- 54. Post Purchase
- 55. Why post purchase campaigns? 30% of sharing happens post purchase Helps increase LTV of a customer Customers like to brag about their purchases 1 2 3
- 56. Before Missioncute.com had nothing in place to drive engagement post purchase.
- 57. After Taking advantage of the opportunity to continue the relationship with the customer.
- 58. 30 25 20 15 10 5 Refer-a-Friend Join Rate Results Over 20% of their post purchase traffic now joins their refer-a-friend program. 20%
- 59. To learn more about AddShoppers, join an upcoming live demo: addshoppers.com/live-demo Additional Questions? Follow Up? chad@addshoppers.com @ChadLedford jay.atkinson@blueacorn.com @jatkinson10 To learn more about Blue Acorn, visit: blueacorn.com
Editor's Notes
- addshoppers
- Control: There is no information regarding product order or total price in the Checkout. Variation: An order summary with total products, shipping, and subtotal is available throughout Checkout.
- Original: The mobile checkout funnel displays a promo code entry field at the top of each step, and the form fields are pushed down the page by a large progress section. Variation: The checkout funnel is revised to a condensed accordion style series of steps, and the promo code field is only displayed at the payment step. Form validation, required fields, messaging (clear and how you talk to user, should or should not be done on this form). Practicality vs beauty. The moment they get to checkout, make it as simple as possible. Remove distractions vs cluttered and focus in physical checkout. Clearing clarity is not as important. Leading up to, building confidence.
- There are two camps when it comes to button testing: low-hanging fruit or impactful changes: Only changing the color and font of a button is a minor change. Low-hanging fruit may lead to short-term improvements of your KPIs, but that can also be a symptom of larger issues. It’s important to first conduct a UX audit to ensure there are no larger issues to be addressed. Take a holistic, big picture view of optimization for the most impact. Lift is not guaranteed from button testing, is often short-term Those that do see lift are the exception, not the rule Caveat - Gray buttons look disabled, and do in fact play a specific role.
- Many do not consider the device type. There are different a challenges for each mobile device, and what needs to be thought about in regards to mobile. Therefore it’s important to create tests specific to the devices your customers use.
- With varying devices, your screen size will become smaller and smaller. Sites need to adjust content and features for devices your customers use.
- Desktops typically have physical keyboards whereas with mobile devices you have a virtual keyboard. This affects the UX.
- Do users have to create an account before adding items to a cart, or does it add value such as carrying it to another device?
- As social media adoption continues to grow, so do user interactions with social login features. Social logins allow users to save time by importing relevant personal details in place of manually adding them, similar to saved form fields. However, not all personas are interested or are users of social media. It’s important to take note of who your users and customers are, and if this will reduce friction in the checkout flow. Do they regularly use social media? Will adding a social login feature reduce or add friction? Does the functionality work as well on mobile as it does desktop? AddShoppers Notes: For us, our big takes on social login are that Social Login typically captures more data points than typical account creation and 1/5 shoppers will use Social Login if it's available. Because of this, it's something every brand should implement. Plus, social login usage continues to rise over time as more and more people are comfortable with using it. So it makes a lot of sense to start offering it now to stay ahead of the curve. How can a retailer make sure they’re picking up on browser stored (Chrome) data like address / credit card / etc. Should retailers with older demographics focus more on getting customers to dial a phone number to place their purchase?
- One page checkout vs Multi step checkout? Cart contents - Ask Shana about test for this. Signature test How important are trust seals in the checkout flow - things like Norton, Mcafee, Truste, etc? Depends on the demographic What are ways to use the checkout flow to increase cross sells / upsells etc? Don’t this is why and it’s better suited higher in the funnel Does it make sense to outsource your checkout flow to someone like Paypal Checkout, Amazon Checkout, etc?
- Impactful changes, getting out of the way of the user. Make it dead simple. One page checkout vs Multi step checkout? What are some examples of checkout flows Before/After and the results they saw? Cart contents - Ask Shana about test for this. Signature test How important are trust seals in the checkout flow - things like Norton, Mcafee, Truste, etc? Depends on the demographic What are ways to use the checkout flow to increase cross sells / upsells etc? Don’t this is why and it’s better suited higher in the funnel Does it make sense to outsource your checkout flow to someone like Paypal Checkout, Amazon Checkout, etc?
- Impactful changes, getting out of the way of the user. Make it dead simple. One page checkout vs Multi step checkout? What are some examples of checkout flows Before/After and the results they saw? Cart contents - Ask Shana about test for this. Signature test How important are trust seals in the checkout flow - things like Norton, Mcafee, Truste, etc? Depends on the demographic What are ways to use the checkout flow to increase cross sells / upsells etc? Don’t this is why and it’s better suited higher in the funnel Does it make sense to outsource your checkout flow to someone like Paypal Checkout, Amazon Checkout, etc?
- -Still shopping around for the item they want to purchase or looking for a better price. -Many shoppers won’t make a purchase with an online retailer unless they have a coupon. -They’re probably at home or at work -- anything could come up and pull them away to another task. -So many retailers offer free or incredibly low shipping costs today that shoppers now expect.
- -If a shopper has added items to their cart, they’re not only further down the purchase funnel, but feel closer to your brand. This is the time to show them you know them. -At this point the shopper has likely used Social Login or Social Sharing Buttons, so you know their name and other personal data. -Personalized campaigns convert at the highest rate -- save them for moments where they can impact your bottom line.
- Happy birthday idea
- added dynamic promotion. three tiers. 0-29 (nothing); 29-49 (free shipping); 49+ (10% off)
- -Now is your chance to be one of a small percentage of online retailers that are leveraging mobile. -According to Monetate, mobile conversion rates are about 25% as high as those on desktop. -Opportunity to remind them your mobile store is built to make mobile purchases a snap! http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
- -Give them the opportunity to snag a coupon on on your cart page and they won’t look elsewhere. -Drive like-minded traffic to your store.
- -Shoppers are 20% more likely to share post purchase. -Because brand loyalty is high post-purchase, ask them to join your referral program or contest.