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cleverbridge key account manager Mike Batko focuses on shopping cart optimization, providing practical tips and techniques for increasing conversion rates. Geared toward e-commerce marketers whose companies largely or wholly control the design and flow of their cart, the presentation will also include information about pricing products for global customers and the importance of alternative payment methods. Areas of discussion include: • Cart entrance pages and guests vs. registered users • Appealing to a domestic & international customer base • Global payment method popularity • International pricing strategy • Number of pages and dynamic pages • Cross-selling and social media • Trust marks, testimonials and security seals
Citation preview
Ecommerce Conversion Optimization Part Two: Your Cart
Michael Batkocleverbridge
Key Account Manager
#TLE2013The Live Event@MichaelBatko
AgendaPart 1
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event@MichaelBatko
Optimizing International
Checkout
Part 2 Individual Cart Analysis / Q&A
Mike’s Background6+ Years E-commerce FocusGlobal Shopping CartsPayment ProcessingOptimization Customer Service
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event@MichaelBatko
Optimizing International Checkout
Goal – Convert a visitor who clicks ‘Buy’
Remove Barriers to “Submit Order”
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#TLE2013The Live Event@MichaelBatko
Remember visitors are NOT all equal
What does this button mean to you?
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#TLE2013The Live Event@MichaelBatko
Does it mean….
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event@MichaelBatko
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event@MichaelBatko
Does it mean….
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event@MichaelBatko
Does it mean….
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event@MichaelBatko
Does it mean….
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#TLE2013The Live Event@MichaelBatko
1. Create account based on shopping cart data2. Utilize social media services (Facebook, Twitter)3. Authenticate from trial if possible
What if my Product / Service Requires an Account?
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#TLE2013The Live Event@MichaelBatko
The Shopping Cart – What’s wrong with this cart?
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#TLE2013The Live Event@MichaelBatko
The Shopping Cart – What’s wrong with this cart?
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event@MichaelBatko
• Odd country field placement
• Why isn’t country pre-selected?
• No state preselected• Zip field placement• Do you really need a
phone number?
• Why do you need a password?
The Shopping Cart
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#TLE2013The Live Event
Before your visitor sees the cart, a wealth of information is available that can be used to remove barriers!
@MichaelBatko
The Shopping Cart
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#TLE2013The Live Event
Geographical LocationUse IP to determine geographical location
Services are inexpensive and accurate – 99.8% - Country level>90% - State level
@MichaelBatko
The Shopping Cart – Geo Pricing
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event@MichaelBatko
The Shopping Cart – Geo Pricing
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event@MichaelBatko
The Shopping Cart – Geo Pricing
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event
USA Visitors:Ex. $99.99Prices don’t include tax‘$’ placed before price‘.’ separates dollars and centsOpt-outs are not a big deal
@MichaelBatko
The Shopping Cart – Geo Pricing
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#TLE2013The Live Event
USA Visitors:
@MichaelBatko
The Shopping Cart - Geo Pricing
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#TLE2013The Live Event
Euro Visitors:Ex. 99,99 €Marketable prices SHOULD include VAT‘€’ placed after price (non-English territories)‘,’ separates dollars and centsOpt-outs are a big deal
@MichaelBatko
The Shopping Cart - Geo Pricing
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#TLE2013The Live Event
Euro Visitors:
@MichaelBatko
The Shopping Cart - Geo Pricing
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#TLE2013The Live Event
Japanese Visitors:Way more than just pricing…• Localize your product, website and entire e-
commerce infrastructure into Japanese. • Don’t use raw translation materials • Proof read by industry expert • Japanese localization requires a double byte enabled
infrastructure.(Unicode 6.1)
@MichaelBatko
The Shopping Cart - Geo Pricing
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event
Japanese Visitors:Way more than just pricing…
@MichaelBatko
Source: CIA World Fact Book
The Shopping Cart - Geo Pricing
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#TLE2013The Live Event
Japanese Visitors:• Japanese love special campaigns
• Everyday Low Price vs. Limited Time Offer• Price = Quality – should price higher for Japan• Campaign opportunity every 2 months:
• Summer in July • Fall in September • Xmas in December • New Year in January • Spring in March • Golden Week in May
@MichaelBatko
The Shopping Cart - Geo Pricing
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#TLE2013The Live Event
Japanese Visitors:• Increase size of order fields• Drop down for prefecture (north to south)• No separate field for “city” – make part of the
address • Collect name of building • “Input Method Trigger”
@MichaelBatko
The Shopping Cart - Geo Pricing
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event@MichaelBatko
The Shopping Cart - Geo Pricing
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Japanese Visitors:• This is just tip of the iceberg..
• Japan webinar available at: http://cbridge.to/cb_Japan• Covers:
• Importance of Quality• Customer Service Best Practices• Design and Localization Best Practices
@MichaelBatko
The Shopping Cart – Geo Pricing
©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#TLE2013The Live Event
Country Software Piracy Rates
Per Capita GDP (USD)
USA 19% 49,802
Germany 26% 41,167
Japan 21% 46,895
UK 26% 38,591
France 37% 40,689
Italy 48% 32,521
Brazil 53% 12,465
Russia 63% 13,764
China 77% 6,094
India 63% 1,591Sources: -2011 Piracy Rates: Business Software Alliance “2011 Global Piracy Study”-2012 GDP Stats: IMF.org
@MichaelBatko
The Shopping Cart – Geo Pricing
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#TLE2013The Live Event
USD currency and USA price point displayed to Indian customers.
Screenshot taken in India
@MichaelBatko
The Shopping Cart – Geo Pricing
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#TLE2013The Live Event@MichaelBatko
Example: • US Cart • Indian Cart
The price point is a better fit for the market, but currency is still shown in USD
US Homepage Indian Homepage
Symantec really has this figured out! The price point makes sense for the market and the display currency is Indian Rupee.
Exchange Rates on Sept, 20, 2012:$49.99 = Rs 2,667.91 | $69.99 = Rs 3,735.29 | $79.99 = Rs 4,275.13
The Shopping Cart – Geo Pricing
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The Shopping Cart
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What we’ve discussed:• Post ‘Buy Now’ best practices• Case for GeoIP for:• How to present price• How to price
@MichaelBatko
What’s next:• Using GeoIP for checkout form • Payment methods• Additional profiling techniques
The Shopping Cart – USA GeoIP
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#TLE2013The Live Event
What’s wrong with this cart?
@MichaelBatko
Odd zip placement
GeoIP data can be used to pre-select state
The Shopping Cart – USA GeoIP
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#TLE2013The Live Event@MichaelBatko
The Shopping Cart – German GeoIP
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#TLE2013The Live Event
What’s wrong with this cart?
@MichaelBatko
The Shopping Cart – German GeoIP
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#TLE2013The Live Event
What’s wrong with this cart?
@MichaelBatko
Odd zip placement
State not necessary in this country
The Shopping Cart – German GeoIP
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#TLE2013The Live Event@MichaelBatko
The Shopping Cart – Geo Payments
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#TLE2013The Live Event@MichaelBatko
The Shopping Cart – Geo Payments
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#TLE2013The Live Event@MichaelBatko
The Shopping Cart – Geo Payments
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#TLE2013The Live Event
What’s wrong with this?
@MichaelBatko
The Shopping Cart – Geo Payments
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#TLE2013The Live Event
What’s wrong with this?
@MichaelBatko
The Shopping Cart – Geo Payments
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#TLE2013The Live Event
Sometimes Less is More
@MichaelBatko
The Shopping Cart – Geo Payments
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#TLE2013The Live Event
USA Visitor
@MichaelBatko
The Shopping Cart – Geo Payments
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#TLE2013The Live Event
German Visitor
@MichaelBatko
The Shopping Cart – Geo Payments
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#TLE2013The Live Event
Dutch Visitor
@MichaelBatko
Language Should GeoIP data be used to preselect language for the visitor?
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No
Why? There are multilingual locales
@MichaelBatko
Language
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Language
Utilize browser data to determine language that provides a personalized experience.
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Time to Buy – Review or No Review
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Versus
@MichaelBatko
Generally – ‘No Review’ converts better• Fewer clicks
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Time to Buy – Review or No Review
A few things to consider about a Review Page:• Showing ‘Review’ has become a safe
option in the EU due to regulation• Europeans are conditioned to expect it
@MichaelBatko
What’s next?
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What’s next? – Sub Cart Up-Sell
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What’s next? – Support Stats
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What’s next? – Security Symbols
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What’s next? – Browser Profiling
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“The E-commerce Newbie”• Little online shopping
experience.• Likely prefers credit card or
similar payment methods• Needs clear fulfillment
instructions• Needs highly secure cart
“The Digital Prodigy”• Extensive online shopping
experience.• May prefer internet wallets,
PayPal, or other “newer” payment methods
• Wants to “Get it now”
“The Business Buyer”• Buys on behalf of the company.• Purchase Orders, Wire Transfer• Has experience buying online
@MichaelBatko
What’s next? – Browser Profiling
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#TLE2013The Live Event@MichaelBatko
“The Apple Fanboy, Hipster”• Charge them more
• Orbitz figured it out
SummaryNo such thing as a one-size-fits-all cartUtilize GeoIP -> Focus on key locales• Present and price properly • Get rid of unnecessary fields• Place fields in the correct order by
territory • Show review pages in Europe
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#TLE2013The Live Event@MichaelBatko
Contact Info
Michael BatkoKey Account [email protected]://www.linkedin.com/in/michaelbatkohttp://www.buildingkeystones.com
#TLE2013The Live Event
Thank You
@MichaelBatko