EcommerceCamp #9 - Checkout: Back to the Basics

A compilation of the presentations presented at EcommerceCamp #9. Canadian retailers discuss their checkout process, and what they've found has worked. For more details, see http://ecommercecamp.ca

Transcript

2. CHECKOUT Our Process & Conversion Rates
3. Top 5 Must Haves In The Checkout Process 1. Simplicity & Transparency 2. Single Page Checkout 3. Progress Indicator 4. Easy Sign in Experience 5. “Secure Checkout” Language
4. New Checkout Process & Conversion Rates 1. Hidden navigation resulted in a 21% increase in conversion rates 1. “Secure Checkout” & payment options messaging resulted in a 20% increase in conversion rates 1. Having the number of steps in the process resulted in a 10% increase in conversion rates.
5. What’s Special In Our Checkout… WE MAKE IT EASY FOR OUR CUSTOMERS! • We save abandoned products in your cart for your next visit • We save & auto-fill your shipping and billing information • We ensure our checkout is safe and secure – no errors! • We send an order confirmation email so we don’t leave you wondering!
7. 7 Overview: • The Peacock Parade is a Canadian, members-only Flash Sale site that features daily, time limited sales containing discount designer merchandise • Merchandise mix currently consists of women’s apparel and accessories • Unique features include emerging Canadian designer sales, exclusive designer capsule collections, and a luxurious look and feel
8. The Opportunity 8 Psychology behind a Flash Sale site… In a nutshell, we create the adrenaline of a sample sale…online!
9. 9 The Timed Shopping Bag… A critical feature of an online sample sale • Customers can hold an item in their “shopping bag” for 15 minutes • Customers can have 5 items at a time in their shopping bag What you need to know… • Developed exclusively with open source technology • Running a heavily modified version of the spree platform • Line items have individual timers • Audit system to ensure inventory is kept instantly up to date • API developed to facilitate integration with fulfillment and payment systems
11. 11 The importance of the guest shopper – “Just Email” Jacob Kennedy April 16th, 2012 jacob.kennedy@sears.ca @jacobkennedy
12. 12 The golden goose; the registered customer
13. 13 The golden goose; the registered customer
14. 14 Too many choices, not enough time
15. 15 One required field, one path forward
16. 16 Did it work? Shopping cart Sign in Billing & Shipping 69% Shopping cart “Just email” Billing & Shipping 83%
17. 17 Guest checkout FTW!
18. How we test our sites. 1. What are we actually trying to learn about our customer? 2. What’s our hypothesis? What do we think the result will be? 3. Prove or disprove your hypothesis. All customers are not created equal!
19. Test #1 What happens when we remove distraction from our shopping cart? 1. Hypothesis – Removing the navigation decreases distraction and ultimately increases conversion.
20. Control
21. Variation
22. Results! Hypothesis Disproven!
23. Test #2 Are our customers concerned with security? 1. Hypothesis – Removing all the extra security / trust icons will decrease conversion rate.
24. Control
25. Variation
26. Results! Hypothesis Proven!