1. The document discusses 3 keys to improving a customer's checkout experience: building motivation, making it easy to complete the checkout process, and asking for the desired action at the right time. 2. It provides examples of techniques to apply each key such as addressing customer concerns, gamifying tasks, and optimizing design and calls to action based on A/B testing results. 3. Case studies show how applying these techniques, like simplifying registration and changing button text, increased conversions by up to 52% for various companies.

1. 3 Keys to improving your customer’s checkout experience

2. Your presenter –Kath Pay
•14+ years of experience in digital & email marketing
•Digital Marketing Consultant, Trainer & Speaker
•Lead trainer for Email Marketing for Econsultancy, the IDM & THE DMI in the UK@kathpay

3. Recovery Specialists

4. Want to view the recorded webinar? Please click hereto gain access

5. FBM Theory
Behaviormodel.org

6. 3 simple keys….
1.Build up their motivation
2.Make it easy to do so
3.Ask for it at the right time

7. 7
It is not the magnitude of change on the “page”that impacts conversion; it is the magnitude of change in the “mind”of the prospect.
-Dr. Flint McGlaughlin

8. pleasure/pain, hope/fear, social acceptance/rejection
#1 Motivation

9. 4 types of web users
JakobNielsen 2007

10. 4 very different approaches
•A: Search Dominant/Competitive
•B: Navigation Dominant/Methodical
•C: Tool Dominant/Spontaneous
•D: Successful/Humanistic

11. 4 different personalitypatterns
Competitive
Spontaneous
Methodical
Humanistic
FAST
SLOW
LOGICAL
EMOTIONAL

12. Competitive
Fast-paceddecision-making, logicallyoriented

13. 13
Competitive
Why is your solution better than other solutions?
Screwfix

14. Methodical
Slow-paceddecision-making, logicallyoriented

15. 15
Methodical
How can your solution fix my problem?

16. Spontaneous
Fast-paceddecision-making, emotionallyoriented

17. 17
Spontaneous
Why is your solution now the best solution for my problem?

18. Humanistic
Slow-paceddecision-making, emotionallyoriented

19. 19
Humanistic
Who has already used your solution to solve my problem?

20. Use design elements to help them to make a decision

21. 21
loss aversionrefers to people's tendency to strongly prefer avoiding losses to acquiring gains.
Some studies suggest that losses are twice as powerful, psychologically, as gains.

22. Loss Aversion

23. Use Anchoring

24. Address their concerns

25. After adding items to your basket, what would make you abandon your purchase?
Econsultancy

26. So why do they abandon?

27. Put their mind at rest

28. Reassuring

29. time, money, physical effort, brain cycles, social deviance, non-routine
#2 Ability

30. We LOVE Customer Service!

31. Proactive chat on Comparison page increased sales by 211%
Proactive7.com

32. Proactive chat in the checkout –increased sales 20% & AOV 43%

33. Once you are in the checkout process, what would deter you from completing the purchase?
Econsultancy

34. “A general “law of least effort” applies to cognitive as well as physical exertion. The law asserts that if there are several ways of achieving the same goal, people will eventually gravitate to the least demanding course of action. ……Laziness is built deep into our nature”
-Daniel Kahneman, Thinking, Fast and Slow

35. Gamefythe task

36. Need more information? -Gamefythe task

37. Step 2

38. Step 3

39. Step 4

40. Step 12

41. So…… what DO we think about CAPTCHA?

42. Gamefythe task

43. Increase of customer profile completions rose from 63% to 99%

44. Package it up!

45. Increased visits to the lead generation page by 93.71% with a statistical significance of 96%
Visual Website Optimizer
Test Ran over a period of 5 months

46. Leverage Commitment & Consistency principle

47. Make it easy for them to achieve your objective

48. Hmmm….that’s pretty easy…

49. Get them in the door –halved their abandonment rate

50. •Removed forced registration
•Removed requirement for registration or password before the checkout
•Questioned & tested existing practices
•Increased purchases by 45%
•Additional $300,000,000 for first year
Commitment

51. facilitator, spark, interest
#3 Trigger

52. Groupon–optimisingsign up form position on landing page
Eyequant

53. 52% uplift in conversion!

54. •Grouponused EyeQuantto optimisethe design of their international landing pages.
•The initial EyeQuanttest showed that user attention wasn't attracted by the sign-up form–the objective of the page.
•By optimisingtheir design Groupon'steam tested A/B tested a version that presented users immediately with the form and a clearly visible Call-to-Action.
•Result: +52% Conversion Uplift.
Results

55. Make the task obvious

57. Get the design hierarchy right

58. Easiest change –huge impact
Contentverve

59. Ask for the right action at the right time

60. Replaced Buy Now with Add to basket -17% increase
Schuh

61. Increased conversions by 14.79%.
Contentverve

62. 14.79% more conversions
The treatment CTA Copy increased conversions by 14.79%
Sample size: 14230 visitors/ 541 conversions
Test duration 30+ days
Variant B:

63. Be aware the power of words
Register (seen negatively)
vs
New Customer (seen positively)

64. Re-mailing works a treat!

65. Lifecycle Case Study: Abandoned Basket
Results versus blast email:
Conversion rate: 81% increase
Note: It is worth testing whether the abandoned product/s appearing on the email increases targeted metrics

66. Lifecycle Case Study: Abandoned Search (Browsed not bought)
Results versus blast email:
Conversion rate: 44% increase
Note: The conversion rate will always be optimised if the products are relevant to what has been browsed

67. Get started with our FREE cart Analyser
Access to our real time interactive analytics Dashboard
Prove the success of the platform from day one before paying any money
Get sent full audit report after 1 week live
Fully understand expected R.O.I
Create controlled user group for A/B testing

68. Predictive Exit Tech
Offers
Personalised Content
Cross sell
Additional data capture
Great feedback loop
visitRecovery