Embed Size (px)
Citation preview
Optimizing your Checkout Flow for Conversions
Your presenters
Chad LedfordChief Revenue Officer
+ Co-Founder
Jay AtkinsonDirector of eCommerce
Optimization
I. Quick Intro
II. Testing and Optimization
III. Checkout Campaigns that Boost Conversion Rates
IV. Final Thoughts
V. Q&A
Agenda
AddShoppersWe track and optimize the Shopper Journey with our suite of marketing Apps designed to increase our clients’ Average Revenue Per Visitor (ARPV) without having to go through I.T.
10,000+ Users Worldwide
Blue AcornFounded in 2008, Blue Acorn is an award-winning eCommerce agency that specializes in design, development, and optimization for midsize and enterprise-level brands. Magento's 2015 North American Partner of the Year, Blue Acorn has an experienced team of optimization experts and developers with a long history of creating and executing strategies that solve even the most complex testing and personalization challenges.
Testing and OptimizationBest Practices + Results
What’s Optimization Testing and Why is it Important?
Control Variation
I. Design
II. Checkout Buttons Testing
III. Mobile Best Practices
IV. Social Login/Data Collection
V. Checkout Flow
Talking Points
DesignPracticality Versus Beautification
Orig
inal
Var
iatio
n
Checkout Buttons TestingMore Than Colors And Fonts
Image courtesy of ConversionXL
Mobile Best Practices Different Tests For Different Devices
Screen Size
Physical Versus Virtual Keyboard
Social Login / Data CollectionAre Your Customers Social Savvy?
Checkout FlowMake It Dead Simple
SimplificationCheckout processes have went round and round
to make them easier over the last 5 years
One Page vs Multi-page Checkout
More information isn’t always betterDisplaying the pricing information throughout checkout will build trust with
customers by showing price and also remind them of the value they are receiving with products
+0.49%
Checkout PageCampaigns
that boost conversion rates
6 creative campaigns to improve the checkout flow.
General cart page
Cart value
1
2
3
Mobile 4
5 Social
6 Post purchase
Personalized
General Cart Page
Why Shoppers Abandon Their Carts?
Want to shop around
Searching for a coupon
Got distracted
1
2
3
High shipping costs4
Beforeshabbyapple.com, a women’s clothing boutique, had no cart abandonment
strategy in place.
AfterThey designed a full-screen cart abandon modal, which offered free shipping on
shoppers’ current carts.
60
50
40
30
20
10
Modal Conversion Rate
ResultsShabby Apple saw huge success utilizing this cart abandonment strategy.
Their modal resulted in a 34.49% conversion rate.
So, over ⅓ of carts that would have been abandoned were saved!
34%
BeforeA leading precious metals retailer had no cart abandonment strategy in place.
AfterAbandonment triggers modal that links directly to live chat.
60
50
40
30
20
10
Cart Page Conversion Rate
ResultsThis campaign was tested with a control group.
The control group tracked a 28% cart page conversion rate, while the group that saw the modal tracked a 32% conversion rate.
That’s a 14% lift in cart page conversion rate! 28%
32%
Control Campaign
Personalized
Why Personalize the Checkout?
Increase brand loyalty
Higher performance by using 1st party data
Create “wow” moments
1
2
3
Beforeoldtimecandy.com, a specialty candy retailer, ran a successful yet non-creative
email capture modal.
AfterThey sweetened their stagnant on-site campaigns with 1:1 personalization
through data collected by Social Login.
30
25
20
15
10
5
Modal Conversion Rate
ResultsOld Time Candy’s 1:1 personalized modals capture 644% more emails.
They also have a 16% higher conversion rate to purchases than their non- personalized modal.
16% Higher
Cart Value
Why Cart Value Based Campaigns?
More control over margin
Targeted free shipping
Get more aggressive with higher cart values
1
2
3
BeforeFree shipping promo gets lost in top bar.
AfterDynamic promotions deploy in three tiers based on current cart value.
12
10
8
6
4
2
Conversion Rate
ResultsThis campaign was tested with a control group.
The control group tracked a 3.29% conversion rate, while the campaign group tracked a 7.09% conversion rate.
That’s a 116% lift in conversion rate!
3.29%
7.09%
Control Campaign
Mobile
Why Target Mobile?
Early Adoption Opportunity
Low Conversion Rates
Reverse the “Browse Only” Mindset
1
2
3
Beforethevioletvixon.com struggled with low mobile conversion rates.
AfterTheir mobile-only behavioral targeting modal is now one of their highest
converting campaigns.
12
10
8
6
4
2
Conversion Rate
Results10% of traffic that interacts with this mobile-only offer converts to a sale.
50% of emails captured across all devices are now captured through this mobile offer.
10%
Social
Why integrate social?
Improve 1st party customer data collection
Opportunity to drive like-minded referral traffic
1
2
Make customers work for an incentive3
Beforelostgolfballs.com was losing shoppers due to cart abandonment.
AfterThey curbed abandonment by adding a share-for-coupon option to their cart
page. This eliminated the need to leave the cart in search of a coupon.
12
10
8
6
4
2
Revenue Increase
ResultsLost Golf Balls tracked a 9% overall revenue increase within 30 days.
They also saw a 1,048% increase in social traffic generated in the same time frame.
9%
Post Purchase
Why post purchase campaigns?
30% of sharing happens post purchase
Helps increase LTV of a customer
Customers like to brag about their purchases
1
2
3
BeforeMissioncute.com had nothing in place to drive engagement post purchase.
AfterTaking advantage of the opportunity to continue the relationship with the
customer.
30
25
20
15
10
5
Refer-a-Friend Join Rate
ResultsOver 20% of their post purchase traffic now joins their refer-a-friend program.
20%
To learn more about AddShoppers, join an upcoming live demo:
addshoppers.com/live-demo
Additional Questions? Follow Up?
[email protected]@ChadLedford
[email protected] @jatkinson10
To learn more about Blue Acorn, visit:
blueacorn.com
