Increasing Basket to Checkout Conversions - the ASOS way

Paul Rouke from usability consultancy PRWD explains how ASOS have redesigned their shopping basket based on customer feedback to deliver an improvement to their basket > checkout conversion rate

Transcript

1. #CTMan Increasing Basket to Checkout Conversions (the way) by Paul Rouke Head of Usability at PRWD 24th February 2011 @ Bar 38, Manchester Event Hashtag #CTMan
2. #CTMan 7 years experience focused on: – improving ‘visitor >> purchaser’ conversion rates – increasing average order values – improving number of returning visitors – converting offline shoppers to online shoppers •  The UK’s leading online and home shopping retailer •  Annual sales of around £1.5 billion •  Around 5 million customers My background Joined the very 1st e-commerce team in 1999 in design and usability role
3. #CTMan  The Leading North West Usability and Conversion Optimisation Consultancy  Provide services to help improve the performance of e-commerce websites •  Usability testing •  Expert evaluations •  User-centered design •  Usability training •  Usability consultancy •  Conversion rate optimisation Who is PRWD?
4. #CTMan PRWD Clients Include PRWD clients include…
5. #CTMan The Shopping Basket 2 Main Types of Retailer
6. #CTMan Single Item Retailers •  Large •  One-off •  Expensive
7. #CTMan Multi Item Retailers •  Outfits •  Shopping spree •  Inspiration •  Complimentary
8. #CTMan Objective of the Shopping Basket Provide the visitor with all they need to know for them to be happy to progress to checking out, without any un-answered questions. Paul Rouke, Head of Usability @ PRWD
9. #CTMan A key ingredient of the shopping basket
10. #CTMan A key ingredient of the shopping basket Transparency
11. #CTMan What They Have Done Redesigned their shopping basket
12. #CTMan Their New Basket Design
13. #CTMan How They Have Done It “Our in house UX team spent weeks wireframing, designing, prototyping and usability testing a whole raft of new features that our customers had told us they wanted over the years” James Hart, eCommerce Director @ ASOS
14. #CTMan Key Shopping Basket Elements In-basket option editing
15. #CTMan Key Shopping Basket Elements Dynamic reservation and expiry details
16. #CTMan Key Shopping Basket Elements Shipping costs and options available
17. #CTMan Key Shopping Basket Elements Clarity of proposition & security
18. #CTMan Key Shopping Basket Elements More elements of shopping basket best practice from ASOS http://bit.ly/ASOSbbp
19. #CTMan Any impact on conversion rates? 3% uplift
20. #CTMan What Next for ASOS? Following the same customer-centred approach ASOS are redesigning their checkout process in 2011
21. #CTMan Next steps
22. #CTMan Connect with me http://uk.linkedin.com/in/paulrouke Office: 0161 228 0585 Mobile: 07739 745 126 Email: paulrouke @ prwd.co.uk Web: http://www.prwd.co.uk PRWD 22 Lever Street Manchester M1 1EA http://twitter.com/paulrouke
23. #CTMan Thankyou for listening to “Increasing Basket to Checkout Conversions (the ASOS way)” by Paul Rouke Further insights on shopping basket best practice http://bit.ly/ASOSbbp