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Increasing Basket to Checkout Conversions - the ASOS way

appliedwebanalytics
April 13, 2012
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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

appliedwebanalytics

April 13, 2012
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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 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
  5. #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
  6. #CTMan Key Shopping Basket Elements More elements of shopping basket

    best practice from ASOS http://bit.ly/ASOSbbp
  7. #CTMan What Next for ASOS? Following the same customer-centred approach

    ASOS are redesigning their checkout process in 2011
  8. #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
  9. #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