Maximizing conversion with checkout optimization
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Maximizing Conversionwith Checkout Optimization
Linda BustosDirector of Ecommerce Research
www.GetElastic.com@getelastic
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Avg cart abandonment
55-72%
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Why customers abandon checkout
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44% Shipping/handling too high
41% Not ready to purchase
27% Wanted to compare prices
25% Price higher than desired
24% Want to save for later
The top 5 reasons are non-design / usability issues
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14% Didn’t want to register
12% Felt site was asking for TMI
11% Checkout too long/confusing
11% Website too slow
10% Not enough information
The next 5 reasons are design / usability issues
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Conversion happens in the mindNot on your web site -Dr. Flint McGlaughlin
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People will put up with bad processTo get something that’s indispensible
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what’s your value proposition?
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Value Props in Cart pages
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Include value propositionsIn the cart summary
proximal to calls to action
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dealing with FUD
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“shipping and handling costs too high”
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• “For whatever reason, a free shipping offer that saves a customer $6.99 is more appealing to many than a discount that cuts the purchase price by $10.”
--David Bell, WhartonSchool of Business
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Cart abandonment spikes when cart total is low and when shipping
charges are close to the cart total
It also spikes near the $100, possibly due to the “triple digit” mark
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Macy’s free shipping threshold at $99 may be more persuasive
than $100
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A “carrot” shows the dollar amount remaining before
free shipping.Placing it proximal to the cart
total may make it more noticeable
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“I was not ready to purchase the product”
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Saving cart contents save sales. Use your web analytics days to purchase
report for ideal cookie length.
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This call to action reinforces urgency
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Urgency
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“I wanted to compare prices on other sites”
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again…what’s your value proposition?
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“product price was higher than I was willing to pay”
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Promo code boxes encourage code hunting.
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coupon snipers
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suppress coupon box
Showing coupon boxes only when customer has been
referred by email/affiliate is one solution
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“just wanted to save products in my cart for later consideration”
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Remarketing emails:Optimize them like
landing pages
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Use incentives wisely (not the first time / not every
time)
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“shipping and handling costs were listed too late during the checkout process”
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59% expect “total cost” before checkout -OneUpWeb
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“I didn’t want to register with the site”
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23% of shoppers will abandon checkout if forced toRegister –Forrester Research
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users don’t read instructionsmay start typing in open fields
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ditto for returning customers
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The “Amazon” way
Captures the email address in first step for remarketing, one form
for all customers
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“site was asking too much information”
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save unnecessary marketing segmentation auestions for a post-conversion survey
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“checkout process was too long or confusing”
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user testing
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heuristic evaluation
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calls-to-action
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CTA clarity, styling and placement
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Competing CTAs
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CTA outside of eye path
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CTA labels matter
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Point of action assurances proximal to CTA
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form usability
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Label alignment
Required field format
Localization tools
Tooltips and instructions
Flexible inputs
Tabbability
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Dropdown menus
Unnecessary fields
Call to action (not this)
Time savers
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VisualCVV explanation
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Clear error handling (not this)
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Not this
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Inline validation
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inline validation
• 22% increase in success rates• 22% decrease in errors made• 31% increase in satisfaction rating• 42% decrease in completion times• 47% decrease in the number of eye fixations
(easier to visually process)– Source: Etre / Luke Wroblewski
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Browser test
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split path testing
Reducing steps may work, but don’t test shortened processes until you optimize the elements within the steps
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one page checkout
Olympic Store improved checkout by 22%, but results
may vary
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“Web site was too slow”
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Test site speed all the way through your funnel, not just the home page!
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slow speed culprits
• Table based layout• Uncompressed images• Payment gateway
– Magnified on slow-band connections, mobile/WIFI, overseas
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“I didn’t have enough information to make the purchase”
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proactive chat
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challenges to moving the needle
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• Testing the minutiae• Starting with multivariate (or using A/B testing
like multivariate)• Focusing on site elements rather than
psychology
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interpreting test results
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example: should you show cross-sells on the cart page?
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• What are you measuring? Conversion rate or profit?
• How were they presented? Above below fold? Labeled?
• Did you use the correct price points? What were the merchandising rules?
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Positive or negative results depend on how well you’ve nailed it with the treatment design
What might be influencing your analysis?
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takeaway
• Optimization starts with in-head factors, not on-page factors
• Form your testing hypothesis with user testing first, then heuristics
• Start with radical redesigns and work from there
• Interpret test results wisely