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Shopping Cart Best Practices
1.
Optimizely 2014 © Shopping
Cart Best Practices: Four Ideas Great Ideas Presented in 30 Minutes October 21st, 2014
2.
Optimizely 2014 © Today’s
Agenda •HidingYourTop Level Navigation •Adding a Progress Bar •Hiding a Distracting Promo Code Field •Same Billing & Shipping Checkbox
3.
Optimizely 2014 © Today’sTeam Ryan
Lillis Optimization Strategist BradTaylor Solutions Architect
4.
HidingYourTop Level Navigation
5.
Optimizely 2014 © HidingYourTop
Level Navigation Test Difficulty & Skills Difficulty Level: Easy Skills: Visual Editor Potential Challenge Users inside their carts may become distracted by the navigation and consider other items to continue shopping for. This may be beneficial for some, but on the net it may do more harm than good. Examples 1. The Ecco site has four layers of different types of engagement or navigation items above content focused on checkout. 2. The Amazon site has zero layers above content focused on checkout. Amazon.com Example (Current Site) Ecco.com (Current Site) 1 2
6.
Adding a Progress Bar
7.
Optimizely 2014 © Adding
a Progress Bar Test Difficulty & Skills Difficulty Level: Easy Skills: Visual Editor Potential Challenge Users like to see where they are and how far they have to go - particularly in the checkout experience. Progress bars that don’t exist or aren’t prominent enough can cause users to hit the Back button to confirm they’re in the right spot. Examples 1. This progress “bar” is present, but isn’t prominent and only exists near the login information which may make many users miss it. 2. This wireframe shows an example of a more prominent progress bar. WebstaurantStore.com (Current Site) 1 Webstaurant with more prominent progress bar (ExampleWireframe) 2
8.
Hiding a Distracting Promo
Code Field
9.
Optimizely 2014 © Hiding
a Distracting Promo Code Field Test Difficulty & Skills Difficulty Level: Easy Skills: Custom Javascript Potential Challenge Showing a field for promo codes may prompt users who don’t have one to search online.This is a distraction and can potentially result in losing a conversion for users who forget to complete their purchases or find alternate stores to make their purchases. Examples 1. The field is present on this page with an “Apply” CTA. Users can enter this information later in the funnel so it could be removed entirely from this page. 2. This wireframed example has the field hidden behind a link.When clicked, the field and CTA would be exposed. Crate&Barrel Example (Current) Crate&Barrel with promo code field hidden (ExampleWireframe) 1 2
10.
Same Billing & Shipping
Checkbox
11.
Optimizely 2014 © Same
Billing & Shipping Checkbox Test Difficulty & Skills Difficulty Level: Medium Skills: Custom Javascript Potential Challenge Pages with many fields tend to have higher bounce rates. Users may not realize that they can automatically complete many of the fields by selecting a checkbox. Examples 1. If users on Webstaurantstore don’t have the checkbox selected, the page becomes twice as long with many fields. 2. When the box is checked, the fields do not even appear on the page.Webstaurantstore.com Example (Example only…but we’ve seen this kind of thing!) 1 2 Webstaurantstore.com (Current Site)
12.
Optimizely 2014 © ThankYou! Thank
you for attending today’s webinar.Tell us if the suggested ideas are winners on your site!
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