checkout cart best practices for improving conversion
TRANSCRIPT
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CONSUMER CHECKOUT BEST PRACTICESDECEMBER 1, 2014
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68-74% of consumers
abandon their shopping
carts before making a
purchase. (Baymard Institute, 2014 Cart Abandonment Rate Statistics)
(Barilliance, 2013 Survey)
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Why Do Consumers Abandon Shopping Carts
Our focus will be on what can be
improved by changing the user
experience.
Let’s hide the user behavior we
can’t affect and any changes a
business department would have
to approve, i.e. lowering prices.
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Consumer Checkout Best Practices
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Best Case Examples
Let’s look at the top rated
checkout experiences and
adopt the best in class
traits.(Based on Baymard Institute, 2012 Survey)
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Baymard Institute 2012 Ecommerce Checkout Survey
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Crate & Barrel
Ranked #1 in User Experience checkout by Baymard Institute 2012 survey.
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Emphasize checkout button
Path back to browsing is clearly marked but differentiated from Checkout to eliminate user error
Put Checkout button on top & bottom of page for ease of use
Crate & Barrel
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Make Total Cost clear and separate from other items Give the consumer an estimate of the shipping and total cost based on lowest price and current browser geographic location
Allow user to easily edit cart items
Crate & Barrel
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Give customers the option of checking out as a guest
Offer options to make the checkout even faster. In this case skip some steps by using defaults.
Allow Returning customers sign-in without leaving checkout workflow
Crate & Barrel
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Clearly show how few steps are left in the process
Keep the total of the order visible during the process whenever possible
Take formatting out of the issue (eliminate user error)
Crate & Barrel
Display security badges and make the extra information easily accessible without cluttering process
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Show confirmation of addresses after entery
Clearly display what the function of the page is
Allow user to easily correct any mistakes
Crate & Barrel
Show how shipping address affects delivery dates and shipping prices
Give shipping options but hide so user is not overwhelmed by choices or distracted from purchase.
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Offer security assurances next to payment method.
Offer multiple payment methods. Consider PayPal
Show hints for finding security code
Crate & Barrel
Default shortcuts to save the customer time. Allow Opt Out.
Prefilter the expiry date from todays date
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Allow for easy editing
Display all order data collected clearly.
Allow for last minute editing of quantity on the review page
Crate & Barrel
Show the Continue and Submit buttons at the top & bottom of the page for easy access
Show the product being purchased asthumbnail
Allow users to ‘save cart for later’ reduces frustration for the unconvinced
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Symantec
Ranked #2 in User Experience checkout by Baymard Institute 2012 survey.
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Simplified suggested products
Symantec Help is always near at hand
Options have been simplified and have clear pricing upfront
Savings are shown at the top level and simplify how to save
Clear action for button text
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Product page layout has removed almost all distractions
Symantec
Prominent picture, title and description reaffirm product added
Options have been simplified and have clear pricing upfront
Money-back guarantee reduces purchase risk.
Remove obstacles for purchasing. Extra information route is there if needed
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Symantec
Security Guarantees
Easy editing of cart contents
Discount code hidden so user doesn’t get coupon remorse
Clear button functionality relates to text
Credit Cards are shown before user enters checkout workflow. No surprises.
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SymantecOne page checkout layout simplifies process and gives appearance of few steps
Checkout process appears as three short steps
Allow for guest checkout. Emphasize login for simple existing account.
Security badges improve trust
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SymantecShows cost confirmation
Defaults country based on IP address
Shows confirmation of info entered and allows for easy in-cart editing
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Symantec
Shows automatic CC selection visual confirmation based on CC# validation
Shows confirmation of info entered and allows for easy in-cart editing
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Autozone
Ranked #3 in User Experience checkout by Baymard Institute 2012 survey.
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AutoZonePath to checkout is clear
Give the user plenty of shipping or pick up options. Default to most common choice to aid customer.
Allow for editing of quantity at any time
Suggest other products based on customer data
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AutoZone
Make data entry as quick as possible. Here one click address duplication should cover most users. 80/20 rule
Show simple and short checkout process steps
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AutoZone
Allow customer to become an insider. This allows them to slowly add information but also allows them multiple ways to save money.
Default to one shipping option. Defaulting to the least expensive will help develop trust with customer.
Clearly mark total.
Have button text clearly state what the function is.
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More Examples at Baymard Site
There are 100 sites and 53
usability guidelines in the
survey.
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What have we learned?
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Simple Improvements• Show all costs / cost estimates / cost ranges as
soon as possible. Estimate if possible.• Make simple clear streamlined navigation. No
surprises in the shopping or checkout flow.• Solid Website experience. Optimized for all
browsers and load speeds. Lowest to highest.• Streamline process. Cut out distractions. Don’t
risk current sale by chance of further sales. Show user how many steps are left.
• Eliminate / condense/ hide any extra steps and find ways default to fewer steps.
• Display security badges and info through links.• Offer multiple shipping options but default to
one to streamline experience.• Don’t have website time out affect checkout and
shopping process. Save cart options based on IP address and cookies.
• Allow user to pay in all currencies. • Allow as many payment methods as possible.
Display early to inform user. No surprises.• Allow for most popular payment methods of
intended audience.
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Other Traits to Adopt
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Allow customers to checkout as
Guests
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One site saw a $300 million
increase in one year by
allowing Guest checkout.(Source: UIE.com, 2009)
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Design a mobile optimized checkout
experience.
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48% use or would like to
use a smartphone to shop
while in-store or on the go. (Source: Cisco, 2013)
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37% of consumers are
more likely to purchase on
a mobile-optimized site. (ExactTarget, 2014 Mobile Behavior Report)
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Offer Multiple Payment Methods
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Some vendors have seen a
15% jump in cart
conversion just by added
one payment method.(Shopify
2011)
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Match Target Markets Payment Popularity
Different countries will have
different payment method
popularity. Make sure cart
payment method is not alienating
part of your audience- In this case we see PayPal as the second
most popular method in the US. - PayPal, and other online payment
methods of the advantage of ease. The
user only has to enter PayPal login and
password. - PayPal will also store shipping and billing
info and export to business shopping cart
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Crutchfield saw a 33.7%
conversion rate increase
by adding PayPal Mobile
Express Checkout. (Internet Retailer
2011)
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Before the CartMake purchasing path as clear as possible
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Integrate Easy Purchasing into
Entire Site
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Use Call-out to directly speak to
consumer and route to separate
‘Buy Now’ site or Product Specific Site
BUY NOW
Suggestions for routing consumer purchasing
Use current site navigation,
integrate ‘Buy Now’ options in
Product Catalog & How to Buy
Less work
Preferred
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• Include only Vital Fields
• Allow Checkout as Guest
• Make data entry as fast as possible
• Make path to checkout obvious
• Remove Distractions, Not Content
• Simplified flow. As Few Steps as possible. See #1
• Show Progress.
• Build Lightweight. Load Quickly.
• Provide Security Reassurances
• Give multiple payment methods
• Create mobile friendly version
• Offer multiple ways to save money
Short Checkout Guidelines
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