Optimizing your Checkout Fow for Conversions
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Transcript of Optimizing your Checkout Fow for Conversions
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Optimizing your Checkout Flow for Conversions
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Your presenters
Chad LedfordChief Revenue Officer
+ Co-Founder
Jay AtkinsonDirector of eCommerce
Optimization
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I. Quick Intro
II. Testing and Optimization
III. Checkout Campaigns that
Boost Conversion Rates
IV. Final Thoughts
V. Q&A
Agenda
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AddShoppersWe track and optimize the Shopper Journey
with our suite of marketing Apps designed to
increase our clients’ Average Revenue Per
Visitor (ARPV) without having to go through
I.T.
10,000+ Users Worldwide
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Blue AcornFounded in 2008, Blue Acorn is an award-
winning eCommerce agency that specializes
in design, development, and optimization for
midsize and enterprise-level brands.
Magento's 2015 North American Partner of
the Year, Blue Acorn has an experienced
team of optimization experts and developers
with a long history of creating and executing
strategies that solve even the most complex
testing and personalization challenges.
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Testing and OptimizationBest Practices + Results
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What’s Optimization Testing and Why is it Important?
Control Variation
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I. Design
II. Checkout Buttons Testing
III. Mobile Best Practices
IV. Social Login/Data
Collection
V. Checkout Flow
Talking Points
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DesignPracticality Versus Beautification
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Ori
gin
al
Va
ria
tio
n
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Checkout Buttons TestingMore Than Colors And Fonts
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Image courtesy of ConversionXL
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Mobile Best Practices Different Tests For Different Devices
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Screen Size
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Physical Versus Virtual Keyboard
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Social Login / Data CollectionAre Your Customers Social Savvy?
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Checkout FlowMake It Dead Simple
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Simplification
Checkout processes have went round and roundto make them easier over the last 5 years
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One Page vs Multi-page Checkout
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More information isn’t always betterDisplaying the pricing information throughout checkout will build trust with
customers by showing price and also remind them of the value they are receiving with products
+0.49%
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Checkout PageCampaigns
that boost conversion rates
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6 creative
campaigns to
improve the
checkout flow.
General cart page
Cart value
1
2
3
Mobile 4
5 Social
6 Post purchase
Personalized
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General Cart Page
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Why Shoppers
Abandon Their
Carts?
Want to shop around
Searching for a coupon
Got distracted
1
2
3
High shipping costs4
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Beforeshabbyapple.com, a women’s clothing boutique, had no cart abandonment
strategy in place.
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AfterThey designed a full-screen cart abandon modal, which offered free shipping on
shoppers’ current carts.
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60
50
40
30
20
10
Modal Conversion
Rate
ResultsShabby Apple saw huge success utilizing
this cart abandonment strategy.
Their modal resulted in a 34.49% conversion
rate.
So, over ⅓ of carts that would have been
abandoned were saved! 34%
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BeforeA leading precious metals retailer had no cart abandonment strategy in place.
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AfterAbandonment triggers modal that links directly to live chat.
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60
50
40
30
20
10
Cart Page
Conversion Rate
ResultsThis campaign was tested with a control
group.
The control group tracked a 28% cart page
conversion rate, while the group that saw the
modal tracked a 32% conversion rate.
That’s a 14% lift in cart page conversion
rate! 28%32%
Control Campaign
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Personalized
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Why Personalize
the Checkout?Increase brand loyalty
Higher performance by using 1st party data
Create “wow” moments
1
2
3
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Beforeoldtimecandy.com, a specialty candy retailer, ran a successful yet non-creative
email capture modal.
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AfterThey sweetened their stagnant on-site campaigns with 1:1 personalization
through data collected by Social Login.
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30
25
20
15
10
5
Modal Conversion
Rate
ResultsOld Time Candy’s 1:1 personalized modals
capture 644% more emails.
They also have a 16% higher conversion
rate to purchases than their non-
personalized modal.
16% Higher
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Cart Value
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Why Cart Value
Based Campaigns?More control over margin
Targeted free shipping
Get more aggressive with higher cart values
1
2
3
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BeforeFree shipping promo gets lost in top bar.
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AfterDynamic promotions deploy in three tiers based on current cart value.
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12
10
8
6
4
2
Conversion Rate
ResultsThis campaign was tested with a control
group.
The control group tracked a 3.29%
conversion rate, while the campaign group
tracked a 7.09% conversion rate.
That’s a 116% lift in conversion rate!
3.29%
7.09%
Control Campaign
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Mobile
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Why Target
Mobile?Early Adoption Opportunity
Low Conversion Rates
Reverse the “Browse Only” Mindset
1
2
3
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Beforethevioletvixon.com struggled with low mobile conversion rates.
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AfterTheir mobile-only behavioral targeting modal is now one of their highest
converting campaigns.
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12
10
8
6
4
2
Conversion Rate
Results10% of traffic that interacts with this mobile-
only offer converts to a sale.
50% of emails captured across all devices
are now captured through this mobile offer.
10%
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Social
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Why integrate
social?
Improve 1st party customer data collection
Opportunity to drive like-minded referral traffic
1
2
Make customers work for an incentive3
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Beforelostgolfballs.com was losing shoppers due to cart abandonment.
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AfterThey curbed abandonment by adding a share-for-coupon option to their cart
page. This eliminated the need to leave the cart in search of a coupon.
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12
10
8
6
4
2
Revenue Increase
ResultsLost Golf Balls tracked a 9% overall revenue
increase within 30 days.
They also saw a 1,048% increase in social
traffic generated in the same time frame.
9%
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Post Purchase
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Why post purchase
campaigns?
30% of sharing happens post purchase
Helps increase LTV of a customer
Customers like to brag about their purchases
1
2
3
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BeforeMissioncute.com had nothing in place to drive engagement post purchase.
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AfterTaking advantage of the opportunity to continue the relationship with the
customer.
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30
25
20
15
10
5
Refer-a-Friend
Join Rate
ResultsOver 20% of their post purchase traffic now
joins their refer-a-friend program.
20%
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To learn more about AddShoppers, join an
upcoming live demo:
addshoppers.com/live-demo
Additional Questions? Follow Up?
@ChadLedford
@jatkinson10
To learn more about Blue Acorn, visit:
blueacorn.com