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The Breakdown of a Perfect Checkout Page
Robert GilbreathVP of eCommerce Marketing and Analytics
The Breakdown of a Perfect Checkout Page
• Introduction• History of website testing and personalization• Avoiding the HIPPO• A modern approach to technology and testing• Case studies, examples and results• Questions and answers
The Breakdown of a Perfect Checkout Page
• Founded in 1999• Based in Austin, TX• Internet Retailer Top 500 Site• Calendars, Games, Puzzles, and Books• Also DogBreedstore.com
Robert Gilbreath
• Joined Calendars.com in 2009• Ecommerce Marketing, Merchandising,
and Content
The Breakdown of a Perfect Checkout Page
• History of website testing and personalization
IT heavy: Not totally controlled by marketing.
Limited options: Rely on IT to make updates/changes/additions.
Speed: Slow to produce results / data.
Results: Data inconclusive.
The Breakdown of a Perfect Checkout Page
Does he (or she) exist within your organization?
The Breakdown of a Perfect Checkout Page
• Highest Paid Person’s Opinion (HIPPO)
History of testing / personalization mean the HIPPO stomped.
Decisions and changes not based on tests.
Gut and/or ego decisions can be right, but…
The Breakdown of a Perfect Checkout Page
• A modern approach to technology and testing
The Breakdown of a Perfect Checkout Page
• A modern approach to technology and testing
The Breakdown of a Perfect Checkout Page
• A modern approach to technology and testing
The Breakdown of a Perfect Checkout Page
• A modern approach to technology and testing
The Breakdown of a Perfect Checkout Page
Sample of a campaign/test set-up
The Breakdown of a Perfect Checkout Page
The Breakdown of a Perfect Checkout Page
The Breakdown of a Perfect Checkout Page
• Case Studies and Results– Time-based Messaging– Store Locator Push– Email Echo / Consistency– Button Color– Layout Changes– Dynamic Messaging – Shipping Threshold– Shopping Cart Flow
The Breakdown of a Perfect Checkout Page
• Time-based Messaging Campaigns
The Breakdown of a Perfect Checkout Page
• Results of Time-based Messaging Campaigns
Add-to-cart Rate: 5.5%
Conversion Rate: 9.2%
Revenue per Session: 8.6%
The Breakdown of a Perfect Checkout Page
• Store Locator Campaigns
The Breakdown of a Perfect Checkout Page
• Results of Store Locator Campaigns
Overall CTR: 13.57%
12/22 - 12/24: 14.36%
* Doubled traffic to store locator vs. previous season
* Increased mention of store locator by customers
The Breakdown of a Perfect Checkout Page
• Email Consistency Campaigns
The Breakdown of a Perfect Checkout Page
• Results of Email Consistency Campaigns
Add-to-cart Rate: 4.9%
Conversion Rate: 12.4%
Average Order Value: 6.43%
Revenue per Session: 19.7%
Additional test: Echo Email Subject Line vs. Echo Email Body (Winner)
* Bounce rate decreased 7.9%
* Cart abandonment rate decreased 22.5%
The Breakdown of a Perfect Checkout Page
Do these little lifts to conversion rate and AOV matter?
Control Test Change
Visitors 1,000,000 1,000,000
CR 5.00% 5.60% 12.40%
AOV $50.00 $53.22 6.43%
Closed 50,000 56,000 6,000
$2,500,000 $2,980,320 $480,320
The Breakdown of a Perfect Checkout Page
• Button Color Tests
The Breakdown of a Perfect Checkout Page
The Breakdown of a Perfect Checkout Page
The Breakdown of a Perfect Checkout Page
• Results of Button Color Tests
Conversion Rate: 4.5%
Average Order Value: 2.9%
Revenue per Session: 7.6%
The Breakdown of a Perfect Checkout Page
• Layout Changes (Category & Navigation)
The Breakdown of a Perfect Checkout Page
• Category Layout (Before)
The Breakdown of a Perfect Checkout Page
• Category Layout (After)
The Breakdown of a Perfect Checkout Page
• Navigation Layout (Before)
The Breakdown of a Perfect Checkout Page
• Navigation Layout (After)
The Breakdown of a Perfect Checkout Page
• Results of Navigation Layout Changes
Conversion Rate: 2.2%
Average Order Value: 6.6%
Revenue per Session: 8.9%
The Breakdown of a Perfect Checkout Page
• Dynamic Messaging (Shipping Thresholds) Example
The Breakdown of a Perfect Checkout Page
The Breakdown of a Perfect Checkout Page
-Calendars.com home page as all customers see if prior to cart and checkout.
-Top navigation and site search are all displaying.
• Shopping Cart Flow
The Breakdown of a Perfect Checkout Page
Cart page showing the removal of the very top banner.
• Shopping Cart Flow
The Breakdown of a Perfect Checkout Page
Once customers move from the cart page into the checkout process, all three elements are removed.
• Shopping Cart Flow
The Breakdown of a Perfect Checkout Page
• Shopping Cart Flow
The Breakdown of a Perfect Checkout Page
• Shopping Cart Flow
The Breakdown of a Perfect Checkout Page
• Results of Shopping Cart Flow
Conversion rate: .6%
Average Order Value: .42%
Revenue per Session: 1.1%
Looks minor but this took TWO minutes to set up, yielded additional revenue. ** Lock icon on billing page reduced cart abandonment by 15.8%!
* Cart Abandonment Rate
decreased .71%
The Breakdown of a Perfect Checkout Page
• Questions & Answers
Robert GilbreathTwitter: @AdomaticaLinkedin: http://www.linkedin.com/in/robertgilbreathEmail: Robert@calendars.com
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