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Kath Pay, Marketing Director, cloud.IQ
3 Keys to Improving Your
Customers Checkout Experience
August 2014 Presentation
@thuelmadsen#KISSwebinar
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Kath Pay - cloud.IQ - @kathpay
!
Kath lives and breathes marketing, she is not only a world
renown speaker and trainer but...
@kathpay#KISSwebinar
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1 Section One - Motivation
2 Section Two - Ability
3 Section Three - Planning & Executing
Table of Contents
WATCH WEBINAR RECORDING NOW
Key #1: Motivation
1
FBM Theory
Behaviormodel.org
FBM theory
!
1. Build up their motivation
2. Make it easy to do so
3. Ask for it at the right time
3 Simple Keys
Competitive Spontaneous
Methodical Humanistic
FAST
SLOW
LOGICAL EMOTIONAL
4 different personality pa erns
Leverage Human
Traits
Jakob Nielsen 2007
4 types of web users
•A: Search Dominant/Competitive
•B: Navigation Dominant/Methodical
•C: Tool Dominant/Spontaneous
•D: Successful/Humanistic...
Fast-paced decision-making, logically orientated
Competitive
Competitive
Screwfix
Why is your solution be er than other solutions?
Slow-paced decision-making, logically orientated
Methodical
Methodical
How can your solution fix my problem?
Fast-paced decision-making, emotionally orientated
Spontaneous
Spontaneous
Why is your solution NOW the best for my problem?
Slow-paced decision-making, emotionally orientated
Humanistic
Humanistic
Who has already used your solution to solve my problem?
Use design elements to help them make a decision
!
Loss Aversion
!
loss aversion refers to people's tendency
to strongly prefer avoiding losses to
acquiring gains.
!
Some ...
Loss Aversion
Use Anchoring
Address their
concerns
Econsultancy
A er adding items to your basket, what would make you abandon?
So why do they abandon?
Put their mind at rest
Reassuring
Key #2: Ability
2
We LOVE Customer Service!
Proactive7.com
Proactive chat on Comparison page increased sales by 211%
Proactive chat in the checkout - increased sales 20% 7 AOV 43 %
Econsultancy
Once you are in the checkout process, what would deter you from
completing the purchase?
“A general “law of least effort” applies to cognitive
as well as physical exertion. The law asserts that
if there are sever...
Need more information? - Gamefy the task
Step 2
Step 3
Step 4
Step 12
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Package it up!
ly i.com ran a split test on their pricing page. The variation clearly showed features offered in each plan. This increased...
Leverage The
Commitment
Principle
Make it easy for them to achieve your objective
Hmmm… that’s pre y easy…
Get them in the door - halved their abandonment rate
•Removed forced registration
•Removed requirement for registration or password
before the checkout
•Questioned & tested ex...
Key #3: Trigger
3
Eyequant
Groupon - optimizing sign up form position
52% upli in conversion!
Be the director: Make the task obvious
Popovers work a treat
Get the design hierarchy right
Contentverve
Easiest change - huge impact
Ask for the right
action at the
right time
Schuh
Reduced Buy Now with Add to basket - 17% increase
Contentverve
Increased conversions by 14.79%
14.79%'more'conversions'
The'treatment'CTA'Copy'increased'
conversions'by'14.79%'
Sample size: 14230 visitors / 541 conver...
Register (seen negatively)
!
vs
!
New customer (seen positively)
Be aware of the power of words
Re-mailing
works a treat!
Results versus promotional
email:
!
Conversion rate: 81% increase
!
Note: It is worth testing
whether the abandoned
produc...
Results versus promotional
email:
!
Conversion rate: 44% increase
!
Note: The conversion rate will
always be optimised if ...
Offers
Personalised Content
Cross sell
Additional data capture
Great feedback loop
www.cloud-iq.com
Re-market to them befo...
Access to our real time
interactive analytics
Dashboard
Prove the success of the
platform from day one before
paying any m...
Questions?
Thue Madsen
Marketing Associate
KISSmetrics
@thuelmadsen
tmadsen@kissmetrics.com
Kath Pay
Marketing Director
cl...
THANK YOU
Kath Pay
@kathpay @cloudiqapps
14.79%'more'conversions' The'treatment'CTA'Copy'increased' conversions'by'14.79%' Sample size:
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14.79%'more'conversions' The'treatment'CTA'Copy'increased' conversions'by'14.79%' Sample size: 3 Keys to Improving Your Customers Checkout Experience

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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:

Veröffentlicht in: Einzelhandel, Marketing
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