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 • Based in Austin, TX • Internet Retailer Top 500 Site • Calendars, 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 personalizationIT 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 PageDoes 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. Decisions and changes not based on tests. Gut and/or ego decisions can be right, but…
  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 Sample of a campaign/test set-up
  12. 12. The Breakdown of a Perfect Checkout Page
  13. 13. The Breakdown of a Perfect Checkout Page
  14. 14. The Breakdown of a Perfect Checkout Page• Case Studies and Results – Time-based Messaging – Store Locator Push – Email Echo / Consistency – Button Color – Layout Changes – Dynamic Messaging – Shipping Threshold – Shopping Cart Flow
  15. 15. The Breakdown of a Perfect Checkout Page• Time-based Messaging Campaigns
  16. 16. The Breakdown of a Perfect Checkout Page• Results of Time-based Messaging Campaigns Add-to-cart Rate: 5.5% Conversion Rate: 9.2% Revenue per Session: 8.6%
  17. 17. The Breakdown of a Perfect Checkout Page• Store Locator Campaigns
  18. 18. The Breakdown of a Perfect Checkout Page• Results of Store Locator Campaigns Overall CTR: 13.57% 12/22 - 12/24: 14.36% * Doubled traffic to store locator vs. previous season * Increased mention of store locator by customers
  19. 19. The Breakdown of a Perfect Checkout Page• Email Consistency Campaigns
  20. 20. The Breakdown of a Perfect Checkout Page• Results of Email Consistency Campaigns Add-to-cart Rate: 4.9% Conversion Rate: 12.4% Average Order Value: 6.43% Revenue per Session: 19.7% * Bounce rate decreased 7.9% * Cart abandonment rate decreased 22.5% Additional test: Echo Email Subject Line vs. Echo Email Body (Winner)
  21. 21. The Breakdown of a Perfect Checkout PageDo these little lifts to conversion rate and AOV matter? Control Test ChangeVisitors 1,000,000 1,000,000CR 5.00% 5.60% 12.40%AOV $50.00 $53.22 6.43%Closed 50,000 56,000 6,000 $2,500,000 $2,980,320 $480,320
  22. 22. The Breakdown of a Perfect Checkout Page• Button Color Tests
  23. 23. The Breakdown of a Perfect Checkout Page
  24. 24. The Breakdown of a Perfect Checkout Page
  25. 25. The Breakdown of a Perfect Checkout Page• Results of Button Color Tests Conversion Rate: 4.5% Average Order Value: 2.9% Revenue per Session: 7.6%
  26. 26. The Breakdown of a Perfect Checkout Page• Layout Changes (Category & Navigation)
  27. 27. The Breakdown of a Perfect Checkout Page• Category Layout (Before)
  28. 28. The Breakdown of a Perfect Checkout Page• Category Layout (After)
  29. 29. The Breakdown of a Perfect Checkout Page• Navigation Layout (Before)
  30. 30. The Breakdown of a Perfect Checkout Page• Navigation Layout (After)
  31. 31. The Breakdown of a Perfect Checkout Page• Results of Navigation Layout Changes Conversion Rate: 2.2% Average Order Value: 6.6% Revenue per Session: 8.9%
  32. 32. The Breakdown of a Perfect Checkout Page• Dynamic Messaging (Shipping Thresholds) Example
  33. 33. The Breakdown of a Perfect Checkout Page
  34. 34. The Breakdown of a Perfect Checkout Page• Shopping Cart Flow-Calendars.com home pageas all customers see if priorto cart and checkout.-Top navigation and sitesearch are all displaying.
  35. 35. The Breakdown of a Perfect Checkout Page• Shopping Cart FlowCart page showing theremoval of the very topbanner.
  36. 36. 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.
  37. 37. The Breakdown of a Perfect Checkout Page• Shopping Cart Flow
  38. 38. The Breakdown of a Perfect Checkout Page• Shopping Cart Flow
  39. 39. The Breakdown of a Perfect Checkout Page• Results of Shopping Cart Flow Conversion rate: .6% Average Order Value: .42% Revenue per Session: 1.1% * Cart Abandonment Rate decreased .71% Looks minor but this took TWO minutes to set up, yielded additional revenue. ** Lock icon on billing page reduced cart abandonment by 15.8%!
  40. 40. The Breakdown of a Perfect Checkout Page• Questions & AnswersRobert GilbreathTwitter: @AdomaticaLinkedin: http://www.linkedin.com/in/robertgilbreathEmail: Robert@calendars.com

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