1. The Breakdown of a Perfect
Checkout Page
Robert Gilbreath
VP of eCommerce Marketing and Analytics
2. The Breakdown of a Perfect
Checkout Page
• Introduction
• History of website testing and personalization
• Avoiding the HIPPO
• A modern approach to technology and testing
• Case studies, examples and results
• Questions and answers
3. The Breakdown of a Perfect
Checkout Page
• Founded in 1999 - Austin, TX
• Internet Retailer Top 500 Site
• Calendars – Stock and Custom
• Games, Puzzles, and Books
• Also DogBreedstore.com
Robert Gilbreath
• Joined Calendars.com in 2009
• Ecommerce Marketing, Merchandising, and Content
4. The Breakdown of a Perfect
Checkout Page
• History of website testing and personalization
IT heavy: Not totally controlled by marketing.
Limited options: Rely on IT to make updates/changes/additions.
Speed: Slow to produce results / data.
Results: Data inconclusive.
5. The Breakdown of a Perfect
Checkout Page
Does he (or she) exist within your organization?
6. The Breakdown of a Perfect
Checkout Page
• Highest Paid Person’s Opinion (HIPPO)
History of testing / personalization mean the HIPPO stomped.
Analytics were not based on tests.
7. The Breakdown of a Perfect
Checkout Page
• A modern approach to technology and testing
8. The Breakdown of a Perfect
Checkout Page
• A modern approach to technology and testing
9. The Breakdown of a Perfect
Checkout Page
• A modern approach to technology and testing
10. The Breakdown of a Perfect
Checkout Page
• A modern approach to technology and testing
12. The Breakdown of a Perfect
Checkout Page
• Case Studies and Results
13. The Breakdown of a Perfect
Checkout Page
• Time-based Messaging Campaigns
14. The Breakdown of a Perfect
Checkout Page
• Results of Time-based Messaging Campaigns
Add-to-cart rate increased by 5.5%
Conversion rate increased by 9.2%
Revenue per session increased by 8.6%
15. The Breakdown of a Perfect
Checkout Page
• Store Locator Campaigns
16. The Breakdown of a Perfect
Checkout Page
• Results of Store Locator Campaigns
Overall CTR: 13.57%
12/22 - 12/24: 14.36%
Doubled the amount of traffic to store locator vs previous season
Record sales in-store!
17. The Breakdown of a Perfect
Checkout Page
• Email Consistency Campaigns
18. The Breakdown of a Perfect
Checkout Page
• Results of Email Consistency Campaigns
Add-to-cart rate increased by 4.9%
Conversion rate increased by 12.4%
AOV increased by 6.43%
Revenue per session increased by 19.7%
Bounce rate decreased by 7.9%
Cart abandonment rate decreased by 22.5%
* Additional test: Echo Email Subject Line vs. Echo Email Body (Winner)
22. The Breakdown of a Perfect
Checkout Page
• Results of Button Color Tests
Conversion rate increased by 4.5%
AOV increased by 2.9%
Revenue per session increased by 7.6%
23. The Breakdown of a Perfect
Checkout Page
• Layout Changes (Category & Navigation)
24. The Breakdown of a Perfect
Checkout Page
• Category Layout (Before)
25. The Breakdown of a Perfect
Checkout Page
• Category Layout (After)
26. The Breakdown of a Perfect
Checkout Page
• Navigation Layout (Before)
27. The Breakdown of a Perfect
Checkout Page
• Navigation Layout (After)
28. The Breakdown of a Perfect
Checkout Page
• Results of Layout Changes
Conversion rate increased by 2.2%
AOV increased by 6.6%
Revenue per session increased by 8.9%
29. The Breakdown of a Perfect
Checkout Page
• Shopping Cart Flow
Calendars.com home
page as all customers see
if prior to cart and
checkout. Note the very
top banner encourages
customers to shop both
sites because of shared
cart. Top navigation and
site search are all
displaying.
30. The Breakdown of a Perfect
Checkout Page
• Shopping Cart Flow
Cart page showing
the removal of the
very top banner.
31. The Breakdown of a Perfect
Checkout Page
• Shopping Cart Flow
Once customers
move from the cart
page into the
checkout process,
all three elements
are removed.
34. The Breakdown of a Perfect
Checkout Page
• Results of Shopping Cart Flow
• Should mention recent Lock icon test and success
Conversion rate increased by .6%
AOV increased by .42%
Cart abandonment rate decreased by .71%
Revenue per session increased by 1.1%
* Looks minor but this took 2 minutes to set up, yielded $XXK in additional revenue
** Lock icon on billing page reduced cart abandonment by 15.8%
35. The Breakdown of a Perfect
Checkout Page
• Another Example: Dynamic Messaging (Shipping Thresholds)
37. The Breakdown of a Perfect
Checkout Page
• Questions & Answers
Robert Gilbreath
Twitter: @Adomatica
Linkedin: http://www.linkedin.com/in/robertgilbreath
Email: Robert@calendars.com
