The Breakdown of a Perfect Checkout Page

The Breakdown of a Perfect Checkout Page

Robert GilbreathVP of eCommerce Marketing and Analytics


• 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


• 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


• 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.


Does he (or she) exist within your organization?


• 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…


• A modern approach to technology and testing


Sample of a campaign/test set-up


• Case Studies and Results– Time-based Messaging– Store Locator Push– Email Echo / Consistency– Button Color– Layout Changes– Dynamic Messaging – Shipping Threshold– Shopping Cart Flow


• Time-based Messaging Campaigns


• Results of Time-based Messaging Campaigns

Add-to-cart Rate: 5.5%

Conversion Rate: 9.2%

Revenue per Session: 8.6%


• Store Locator Campaigns


• 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


• Email Consistency Campaigns


• Results of Email Consistency Campaigns

Add-to-cart Rate: 4.9%


Average Order Value: 6.43%


Additional test: Echo Email Subject Line vs. Echo Email Body (Winner)

* Bounce rate decreased 7.9%

* Cart abandonment rate decreased 22.5%


Do these little lifts to conversion rate and AOV matter?

Control Test Change

Visitors 1,000,000 1,000,000

CR 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


• Button Color Tests


• Results of Button Color Tests





• Layout Changes (Category & Navigation)


• Category Layout (Before)


• Category Layout (After)


• Navigation Layout (Before)


• Navigation Layout (After)


• Results of Navigation Layout Changes





• Dynamic Messaging (Shipping Thresholds) Example


-Calendars.com home page as all customers see if prior to cart and checkout.

-Top navigation and site search are all displaying.

• Shopping Cart Flow


Cart page showing the removal of the very top banner.



Once customers move from the cart page into the checkout process, all three elements are removed.



• Results of Shopping Cart Flow

Conversion rate: .6%

Average Order Value: .42%


Looks minor but this took TWO minutes to set up, yielded additional revenue. ** Lock icon on billing page reduced cart abandonment by 15.8%!

* Cart Abandonment Rate

decreased .71%


• Questions & Answers

Robert GilbreathTwitter: @AdomaticaLinkedin: http://www.linkedin.com/in/robertgilbreathEmail: [email protected]

The Breakdown of a Perfect Checkout Page

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