Increasing Basket to Checkout Conversions - the ASOS way

#CTMan

Increasing Basket to Checkout Conversions(the way)

by Paul RoukeHead of Usability at PRWD

24th February 2011 @ Bar 38, Manchester

Event Hashtag #CTMan

#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

#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?

#CTMan

PRWD Clients IncludePRWD clients include…

#CTMan

The Shopping Basket

2 Main Types of Retailer

#CTMan

Single Item Retailers

• Large

• One-off

• Expensive

#CTMan

Multi Item Retailers

• Outfits

• Shopping spree

• Inspiration

• Complimentary

#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

#CTMan

A key ingredient of the shopping basket

#CTMan

A key ingredient of the shopping basket

Transparency

#CTMan

What They Have Done

Redesigned their shopping basket

#CTMan

Their New Basket Design

#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

#CTMan

Key Shopping Basket Elements

In-basket option editing

#CTMan

Key Shopping Basket Elements

Dynamic reservation and expiry details

#CTMan

Key Shopping Basket Elements

Shipping costs and options available

#CTMan

Key Shopping Basket Elements

Clarity of proposition & security

#CTMan

Key Shopping Basket Elements

More elements of shopping basket best practice from ASOS

http://bit.ly/ASOSbbp

#CTMan

Any impact on conversion rates?

3% uplift

#CTMan

What Next for ASOS?

Following the same customer-centred approach ASOS are redesigning their

checkout process in 2011

#CTMan

Next steps

#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

PRWD22 Lever StreetManchesterM1 1EA

http://twitter.com/paulrouke

#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