Journey2018: Checkout optimisation power half-hour
0 likes144 views
The document discusses strategies to optimize checkout processes and combat cart abandonment, highlighting that a significant portion of retail carts are abandoned. It outlines both long-term improvements, such as offering free shipping and guest checkout, and quick wins, like addressing customer concerns and promoting trust signals. The document emphasizes the importance of understanding customer behavior during the checkout process to effectively reduce abandonment rates.
Journey2018: Checkout optimisation power half-hour
- 2. Fighting checkout abandonment: a game of two halves
- 3. 22% of marketers are happy with their conversion rate
- 5. Money spent on acquisition $91 Money spent on conversion $1
- 6. 60%-80% of retail carts go abandoned
- 7. So where do you start?
- 8. Long-game improvements Quick wins Red op t Bus s e s o New m ga y Eas p en on Sma t s
- 9. There are some long-term investments to make...
- 10. 1 Offer free shipping 2 Show all costs in your cart tab 3 Shorten your checkout process 4 Introduce guest checkout 5 Adapt your checkout imagery 6 Introduce email remarketing 7 Review your payment options 8 Introduce trust signals
- 11. Checkout abandonment: the quick wins
- 12. 1 How to spot it 2 How to solve it
- 13. 1 Can I get it cheaper?
- 14. Spot it 1. Starts to exit on the page with total price 2. Selects and copies product name
- 15. Solve it
- 16. 1. Show that you’ve got the best offer
- 17. 2. Create a sense of urgency
- 18. 3. Incentivise with an offer (last resort)
- 19. 2 I bet I can find a promo code...
- 20. Spot it 1. Similar to ‘Can I get it cheaper’ 2. Depends on how prominent your promo code field is
- 21. Solve it
- 22. 1. Show that you’ve got the best offer
- 23. 2. Provide your own code
- 24. 3 I need a second opinion...
- 25. Spot it 1. Extended dwell-time on the cart or summary page 2. Multiple views of the cart summary page followed by exit
- 26. Solve it
- 28. 2. Highlight your returns policy
- 29. 3. Save, share and email
- 30. 4 I can do this later...
- 31. Spot it If the checkout process goes beyond the cart page, but no (or few) form interactions before abandonment
- 32. Solve it
- 33. 1. Promote ease of completion
- 34. 2. Highlight easy payment methods
- 36. 5 What do I do now?
- 37. Spot it 1. Extended dwell on form pages 2. Extended dwell on a particular field
- 38. Solve it
- 39. 1. Review your copy and CTAs
- 40. 2. Offer support
- 41. 3. Promote FAQs
- 42. 6 Is this site secure?
- 43. Spot it Exit from payment or summary page, having interacted with payment options
- 44. Solve it
- 48. Questions?