checkout optimization at superweek 2013, hungary

http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/

CHECKOUT OPTIMIZATIONan workshop dedicated to usability issues

during the checkout process


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All infographic here: http://pinterest.com/liviutaloi/comert-electronic-ecommerce/


Agenda

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Checkout OptimizationWorkshop Agenda

• 08: CRO is the only and the best tool to use?• 09 – 14: One-Step Checkout? Yes/No• 15 – 21: Encouraging more items per order• 22 - 51: Checkout Optimization Guidelines• [Slide 35, ~ 5 min video]• [Slide 51, ~ 1 min, 45 sec video]• 52 - 56: Shopping Cart Abandonment Rate• 57 - 63: Best Practice on Checkout• 64 - 70: Best Practice on Thank You Page• 71 – 72: Dialog is just starting… 1-to-1 marketing

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CRO is not the holly grail

• 33% CRO• 33% Price & Stocks• 33% Online Marketing

• Conversion Rate is rising not only from layout changes, but mainly from new [marketing] functions implemented on your site and from showing the “right” incentives/copy in the “right” place (to be read as: tested).

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One-Step Checkout? Yes/No

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Are one-step checkouts truly better than multi-step?

• There are A/B tests published online where one-step perform better than multi-step, but in most cases they compare an non-optimized multi-step checkout with an optimized one-step checkout

• I had clients when it was ok to change from multi-step to one-step, but there is no general rule to apply here

• Users in general had relatively few problems navigating between multiple steps

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Encourage users to add more items in shopping cart

• Depends on the analytics figures– One item cart < 1.5 < Multiple items per cart

• Depends on the product category you sell– Food, fashion, books, cd = multiple item / cart– Large appliances, yachts = one item / cart

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Checkout Optimization Guidelines20


Light blue indicate a problem

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Light green indicate compliance

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Keep the scent

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Apply buttons

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One primary buton

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Checkout Optimization Guidelines

1. Keep the scent = apply transparency principle at all levels (ex: discounts on cart too)

2. Don’t use any “apply buttons” = have a continuous flow, press a button means go to another step (ajax auto-update)

3. have only a primary action button on page / step (ex: apply & continue same importance)

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Apply buttons

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One primary buton

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Test for primary action button: Blur the page

Probability that user will click on the “action” button is equal with 1 / no. of hot spots


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One primary buton

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Enclosed checkout

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Guest checkout prominent

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Mandatory fields

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4. Enclosed checkout = hide main navigation during the checkout process, adds unnecessary visual clutter to the process.

5. Guest checkout prominent = offf, big brother effect, more comfortable users. Preferably placed in the top-left area of the page

6. Mandatory fields = don’t over indicate them, indicate the option with few fields

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Guest checkout prominent

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Inline error validation

7 Form w/ one column

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7. Inline error validation = having to submit all the form fields to check if they are valid is a tedious process if only in doubt of the validity of a single field

8. Forms w/ one column = customers have an amazingly difficult time understanding the relationship between form fields in two columns

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Checkout Optimization Guidelines[short intermezzo]

• Usability tests w/ Neuromarketing (GPeC 2011) http://www.youtube.com/watch?v=Jr2nexUOtJMFrustration level rises after an improper error alert [duration 1m:06s]

• GPeC 2010, eye tracking - http://vimeo.com/14696259 [duration 4m:17s]

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• Inline errorvalidation – Tictail.com

• Indicate only optional fields– Tictail.com

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37 http://www.slideshare.net/lukew/web-form-design-best-practices


Shipping = Billing by def

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9. Shipping & Billing address by default = most customers order products to their own address so it doesn’t make sense to ask them for both billing and shipping address by default.

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Form w/ one column

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Transparency – shipping costs

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TRUST seals

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10.Transparency – [shipping] taxes, costs = not showing the shipping cost until late in the checkout process will scare off customers because they can’t get the total price without completing all the steps

11.add visual clues, trust seals, during your checkout so your customers feel more confident providing you with sensitive data

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• DIRECTIVE 2011/83/EU, art 6, paragraph (e), page 75– […] Where the total costs cannot be

reasonably calculated in advance, the manner in which the price is to be calculated shall be provided.

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Checkout Steps

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Enclosed checkout

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Newsletter OPT-IN

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12.Checkout steps = clearly show all the steps of the checkout process, and highlight the current step (be sure they are also clickable links, serving as extra navigation in the checkout)

13.Newsletter Opt-In = newsletter should always be opt-in instead of opt-out, customers feel a site is dishonest if signing up for the site’s newsletter is the default

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Enclosed checkout

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Checkout Steps

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One primary buton

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Transparency – shipping costs

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TRUST seals

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Form w/ one column

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Mandatory fields

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Apply buttons

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Checkout Steps

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One primary buton

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Enclosed checkout

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One of the worst usability violations is the non-linear checkout processes.Sites with a non-linear checkout processes are making users confused and intimidated

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Checkout Optimization Guidelines[short intermezzo]

• http://vimeo.com/7171943 - non linear flow with very big problems resuming the checkout process.

Duration: first 1m 45s

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Shopping Cart Abandonment Rate

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Shopping Cart Abandonment Rate

• Abandonment rate:– 61.85% according to Coremetrics / IBM in 2012– 74.76% according to Fireclick / DigitalRiver in 2012– 76.00% according to Listrak in 2012– 72.31% according to Fireclick / DigitalRiver in 2011– 62.31% according to Coremetrics / IBM in 2011– 72.00% according to SeeWhy in 2011– 71.00% according to SeeWhy in 2010– 55.00% according to Forrester Research & Shop.org in 2010– 63.68% according to Coremetrics / IBM in 2010– 69.38% according to Fireclick / DigitalRiver in 2010– 62.14% according to MarketLive in 2009– 71.00% according to Forrester Research in 2009– 63.19% according to Coremetrics / IBM in 2009– 68.00% according to SeeWhy in 2009– 62.01% according to Coremetrics / IBM in 2008– 61.36% according to Coremetrics / IBM in 2007– 59.80% according to MarketingSherpa in 2006

• Average: 66.22% abandonment rate

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Romanian survey on abandonment

respondents 500

What is the main reason you have abandoned the buying process? (unique response)

Answer No %

Product prices too high 76 15.20%

I was comparing prices on more than one e-commerce site 76 15.20%

The buying process is too long and too complicated 14 2.80%

I saved the shopping cart in order to continue later 218 43.60%

Delivery times too long 13 2.60%

Too much personal data asked 20 4.00%

I don’t want to register, to have an account 35 7.00%

The e-commerce site is not trustworthy 8 1.60%

Shipping costs are too high 51 10.20%

Other 102 20.40%

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Conversion Rate Optimization[applied to any page]

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Best Practice Checkout

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Best Practice on Checkout

• (-) Anxiety (Fears, Uncertainty & Doubts = FUD’s)– Trust seals, Secure shopping– Free returns, Transparency (shipping costs)– Reduce errors in forms, Minimum info required• (-) Distraction– Remove the main navigation bar– Reduce the complexity of the checkout process– Linear process during checkout• (+) Clarity [on Value Proposition]– One big button for the primary action• (+) Relevance [on Value Proposition]– Free shipping– Incentives

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• Data input– Use the same address as shipping & billing– Ask the information only once– Keep the information required to minimum– Show examples of the input format– Tell why you need that information for– Use inline form validation, inline error alert– Indicate required fields, don’t over indicate

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• Layout– Use a primary button for primary action– Hide navigation during the checkout– Clearly show the steps, put links on them– Put the guest checkout in prominent position– Use one column for form fields– Use trust seals near sensitive information

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• Always use LINEAR FLOW

– Do not INTERRUPT the flow with the account/register page

– Do not distract the user with the APPLY buttons into the cart (action/reaction)

– Do not add the COUPON field if there is no info to be displayed

• Be as TRANSPARENT as possible

– Show prices & taxes as early as possible (product page, shopping cart)

– Show the total price as early as possible

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Best PracticeThank You Page

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Best Practice on TY Page

• First of all, put a big THANK YOU on that page

• Put a link to order history, link to order tracking page

• Publish again your contact details to lower the FUD’s +trust seals

• Be creative with your LOGO/BRAND

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• Ask for feedback, invite customers to sign up for Newsletters, invite them to like your FB page, or join a FB group, share the order

• Create an account explaining the benefits, they will register because they’ll love it, not because it’s mandatory

• TY page is a prime location to include tips on how to use your product, solutions to common problems and links to your support forums or helpdesk

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• Add links to your best content (from blog: guides, tutorials, infographics etc), that strengthens your visitors’ perception of you as an expert in your area (video guide)

• You can also display some testimonials, showing how well other customers feel when using that products (text, video)

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Dialog is just starting…71


• Recovery of abandoned baskets

– 3 emails, 1st at 15-25 min after the user abandon the shopping cart, 2nd at 24h and 3rd after maxim 72-96h

– Careful with incentives, users might become used to wait for this (use an algo to randomize)

• A series of emails that accompany user during the product lifetime

– Delivery +1 day, asking about services, and thanking for the order

– Delivery +5-7 days, email w/ a guide/tutorial– Delivery +15-20 days, please write a review– Delivery +45 days, please look at this accessories

User centered, 1-to-1 marketing

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Thank You!

Send me an email to receive this presentation.

• http://LiviuTaloi.ro• [email protected]; [email protected]• I am active on Twitter, Facebook, G+ etc.

– http://twitter.com/ltaloi– http://www.facebook.com/ltaloi – Etc…

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About Liviu TALOI• Liviu Taloi was part of the team who worked for the most powerful Romanian online store –

eMag.ro during the first years of existence, where he was a PR Manager for 3 years.

• Since 2005-2006, Taloi founded the company WebAudit specialized in providing consultancy in electronic-commerce for Romanian online shops. As a consultant, Taloi was practically a Project Manager for each client, his main activities regarding: analyzing and solving usability and functionality problems, growing and optimizing conversion rate, testing consumers behavior with website optimizer tools, administrating all the departments of an online shop and creating online advertising/marketing campaigns, measuring the return of investment and other KPI’s.

• Together with Andrei Radu, Liviu Taloi developed the methodology and organized the usability tests for Romanian eCommerce Awards Festival (GPeC) since 2007 until now (first ones held in Romania). Based on international standards, the purpose of usability tests was to identify main problems faced by regular users when they are trying to buy something online.

• In the last years, Liviu Taloi offered consultancy to more than 50 Romanian online shops. Most of them are now leaders on their market niche.

• Except consultancy and running usability tests, Taloi is also a speaker at conferences and e-commerce workshops, being very appreciated by audience. He also writes articles and market analysis for different online and printed publications. In 2008, Liviu Taloi was lecturer at the first Romanian E-Commerce workshop called “iSell” and also he was lecturer at the first Online workshops called “WebSell” – a series of 7 webinars regarding major problems of an online shop.

• Taloi was part of the team who developed the E-Commerce Study requested by ANCOM (government agency) in October 2008 and the Romanian E-Commerce Study in 2006 at the request of MCTI (ministry of IT&C). He repeated the study with private funding in 2010.

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checkout optimization at superweek 2013, hungary

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