The Breakdown of a Perfect     Checkout Page   Robert Gilbreath   VP of eCommerce Marketing and Analytics
The Breakdown of a Perfect             Checkout Page•   Introduction•   History of website testing and personalization•   ...
The Breakdown of a Perfect     Checkout Page                 •   Founded in 1999 - Austin, TX                 •   Internet...
The Breakdown of a Perfect             Checkout Page• History of website testing and personalization       IT heavy: Not t...
The Breakdown of a Perfect     Checkout Page Does he (or she) exist within your organization?
The Breakdown of a Perfect            Checkout Page• Highest Paid Person’s Opinion (HIPPO)      History of testing / perso...
The Breakdown of a Perfect             Checkout Page• A modern approach to technology and testing
The Breakdown of a Perfect             Checkout Page• A modern approach to technology and testing
The Breakdown of a Perfect             Checkout Page• A modern approach to technology and testing
The Breakdown of a Perfect             Checkout Page• A modern approach to technology and testing
The Breakdown of a Perfect     Checkout Page
The Breakdown of a Perfect            Checkout Page• Case Studies and Results
The Breakdown of a Perfect            Checkout Page• Time-based Messaging Campaigns
The Breakdown of a Perfect             Checkout Page• Results of Time-based Messaging Campaigns      Add-to-cart rate incr...
The Breakdown of a Perfect             Checkout Page• Store Locator Campaigns
The Breakdown of a Perfect             Checkout Page• Results of Store Locator Campaigns      Overall CTR: 13.57%      12/...
The Breakdown of a Perfect            Checkout Page• Email Consistency Campaigns
The Breakdown of a Perfect               Checkout Page• Results of Email Consistency Campaigns       Add-to-cart rate incr...
The Breakdown of a Perfect             Checkout Page• Button Color Tests
The Breakdown of a Perfect     Checkout Page
The Breakdown of a Perfect     Checkout Page
The Breakdown of a Perfect             Checkout Page• Results of Button Color Tests      Conversion rate increased by 4.5%...
The Breakdown of a Perfect             Checkout Page• Layout Changes (Category & Navigation)
The Breakdown of a Perfect             Checkout Page• Category Layout (Before)
The Breakdown of a Perfect             Checkout Page• Category Layout (After)
The Breakdown of a Perfect             Checkout Page• Navigation Layout (Before)
The Breakdown of a Perfect             Checkout Page• Navigation Layout (After)
The Breakdown of a Perfect             Checkout Page• Results of Layout Changes      Conversion rate increased by 2.2%    ...
The Breakdown of a Perfect               Checkout Page• Shopping Cart FlowCalendars.com homepage as all customers seeif pr...
The Breakdown of a Perfect             Checkout Page• Shopping Cart FlowCart page showingthe removal of thevery top banner.
The Breakdown of a Perfect            Checkout Page• Shopping Cart Flow Once customers move from the cart page into the ch...
The Breakdown of a Perfect            Checkout Page• Shopping Cart Flow
The Breakdown of a Perfect            Checkout Page• Shopping Cart Flow
The Breakdown of a Perfect                Checkout Page• Results of Shopping Cart Flow• Should mention recent Lock icon te...
The Breakdown of a Perfect             Checkout Page• Another Example: Dynamic Messaging (Shipping Thresholds)
The Breakdown of a Perfect     Checkout Page             STEP 1            STEP 2
The Breakdown of a Perfect             Checkout Page• Questions & AnswersRobert GilbreathTwitter: @AdomaticaLinkedin: http...
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The Breakdown of a Perfect Checkout Page

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The Breakdown of a Perfect Checkout Page

  1. 1. The Breakdown of a Perfect Checkout Page Robert Gilbreath VP of eCommerce Marketing and Analytics
  2. 2. The Breakdown of a Perfect Checkout Page• Introduction• History of website testing and personalization• Avoiding the HIPPO• A modern approach to technology and testing• Case studies, examples and results• Questions and answers
  3. 3. The Breakdown of a Perfect Checkout Page • Founded in 1999 - Austin, TX • Internet Retailer Top 500 Site • Calendars – Stock and Custom • Games, Puzzles, and Books • Also DogBreedstore.com Robert Gilbreath • Joined Calendars.com in 2009 • Ecommerce Marketing, Merchandising, and Content
  4. 4. The Breakdown of a Perfect Checkout Page• History of website testing and personalization IT heavy: Not totally controlled by marketing. Limited options: Rely on IT to make updates/changes/additions. Speed: Slow to produce results / data. Results: Data inconclusive.
  5. 5. The Breakdown of a Perfect Checkout Page Does he (or she) exist within your organization?
  6. 6. The Breakdown of a Perfect Checkout Page• Highest Paid Person’s Opinion (HIPPO) History of testing / personalization mean the HIPPO stomped. Analytics were not based on tests.
  7. 7. The Breakdown of a Perfect Checkout Page• A modern approach to technology and testing
  8. 8. The Breakdown of a Perfect Checkout Page• A modern approach to technology and testing
  9. 9. The Breakdown of a Perfect Checkout Page• A modern approach to technology and testing
  10. 10. The Breakdown of a Perfect Checkout Page• A modern approach to technology and testing
  11. 11. The Breakdown of a Perfect Checkout Page
  12. 12. The Breakdown of a Perfect Checkout Page• Case Studies and Results
  13. 13. The Breakdown of a Perfect Checkout Page• Time-based Messaging Campaigns
  14. 14. The Breakdown of a Perfect Checkout Page• Results of Time-based Messaging Campaigns Add-to-cart rate increased by 5.5% Conversion rate increased by 9.2% Revenue per session increased by 8.6%
  15. 15. The Breakdown of a Perfect Checkout Page• Store Locator Campaigns
  16. 16. The Breakdown of a Perfect Checkout Page• Results of Store Locator Campaigns Overall CTR: 13.57% 12/22 - 12/24: 14.36% Doubled the amount of traffic to store locator vs previous season Record sales in-store!
  17. 17. The Breakdown of a Perfect Checkout Page• Email Consistency Campaigns
  18. 18. The Breakdown of a Perfect Checkout Page• Results of Email Consistency Campaigns Add-to-cart rate increased by 4.9% Conversion rate increased by 12.4% AOV increased by 6.43% Revenue per session increased by 19.7% Bounce rate decreased by 7.9% Cart abandonment rate decreased by 22.5% * Additional test: Echo Email Subject Line vs. Echo Email Body (Winner)
  19. 19. The Breakdown of a Perfect Checkout Page• Button Color Tests
  20. 20. The Breakdown of a Perfect Checkout Page
  21. 21. The Breakdown of a Perfect Checkout Page
  22. 22. The Breakdown of a Perfect Checkout Page• Results of Button Color Tests Conversion rate increased by 4.5% AOV increased by 2.9% Revenue per session increased by 7.6%
  23. 23. The Breakdown of a Perfect Checkout Page• Layout Changes (Category & Navigation)
  24. 24. The Breakdown of a Perfect Checkout Page• Category Layout (Before)
  25. 25. The Breakdown of a Perfect Checkout Page• Category Layout (After)
  26. 26. The Breakdown of a Perfect Checkout Page• Navigation Layout (Before)
  27. 27. The Breakdown of a Perfect Checkout Page• Navigation Layout (After)
  28. 28. The Breakdown of a Perfect Checkout Page• Results of Layout Changes Conversion rate increased by 2.2% AOV increased by 6.6% Revenue per session increased by 8.9%
  29. 29. The Breakdown of a Perfect Checkout Page• Shopping Cart FlowCalendars.com homepage as all customers seeif prior to cart andcheckout. Note the verytop banner encouragescustomers to shop bothsites because of sharedcart. Top navigation andsite search are alldisplaying.
  30. 30. The Breakdown of a Perfect Checkout Page• Shopping Cart FlowCart page showingthe removal of thevery top banner.
  31. 31. The Breakdown of a Perfect Checkout Page• Shopping Cart Flow Once customers move from the cart page into the checkout process, all three elements are removed.
  32. 32. The Breakdown of a Perfect Checkout Page• Shopping Cart Flow
  33. 33. The Breakdown of a Perfect Checkout Page• Shopping Cart Flow
  34. 34. The Breakdown of a Perfect Checkout Page• Results of Shopping Cart Flow• Should mention recent Lock icon test and success Conversion rate increased by .6% AOV increased by .42% Cart abandonment rate decreased by .71% Revenue per session increased by 1.1% * Looks minor but this took 2 minutes to set up, yielded $XXK in additional revenue ** Lock icon on billing page reduced cart abandonment by 15.8%
  35. 35. The Breakdown of a Perfect Checkout Page• Another Example: Dynamic Messaging (Shipping Thresholds)
  36. 36. The Breakdown of a Perfect Checkout Page STEP 1 STEP 2
  37. 37. The Breakdown of a Perfect Checkout Page• Questions & AnswersRobert GilbreathTwitter: @AdomaticaLinkedin: http://www.linkedin.com/in/robertgilbreathEmail: Robert@calendars.com

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