3 keys to improving your customers checkout experience
DESCRIPTION
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 Leverage Human Traits •A: Search Dominant/Competitive •B: Navigation Dominant/Methodical •C: Tool Dominant/Spontaneous •D: Successful/Humanistic Fast-paced decision-making, logically orientated Competitive Why is your solution better 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 ! Use Anchoring Address their concerns After 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. Need more information? - Gamefy the task Package it up! ly i.com ran a split test on their pricing page. 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 Key #3: Trigger 3 Eyequant Groupon - optimizing sign up form position 52% uplift in conversion! Be the director: Make the task obvious Popovers work a treat Get the design hierarchy right Easiest change - huge impact Ask for the right action at the right time Reduced Buy Now with Add to basket - 17% increase Increased conversions by 14.79% 14.79%'more'conversions' 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 ! Results versus promotional email: ! Conversion rate: 44% increase !TRANSCRIPT
Kath Pay, Marketing Director, cloud.IQ
3 Keys to Improving Your Customers Checkout Experience August 2014 Presentation
@thuelmadsen #KISSwebinar
Join the conversation on Twi!er
Kath Pay - cloud.IQ - @kathpay !Kath lives and breathes marketing, she is not only a world renown speaker and trainer but practices her art in the senior management team and as the Marketing Director of e-commerce conversion experts - cloud.IQ. !She is recognised as the UK’s leading Email Marketer and heads up training for Econsultancy as well as the Institute of Direct and Digital Marketing (IDM).
Your presenter
@kathpay #KISSwebinar
Join me on Twi!er
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
4 very different approaches
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 studies suggest that losses are twice as powerful, psychologically, as gains.
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!
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 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
Make it easy for them
Need more information? - Gamefy the task
Step 2
Step 3
Step 4
Step 12
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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 visits to their ‘Free Trial’ signup page by 93.71%.
Visual Website Optimizer
Increased visits to the lead generation page by 93.71% with a statistical significance of 96%
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 existing practices
• Increased purchases by 45%
•Additional $300,000,000 for first year
Commitment
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 conversions
Test duration 30+ days
Variant B:
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 product/s appearing on the email increases targeted metrics !
Lifecycle Case Study: Abandoned Basket
Results versus promotional email: !Conversion rate: 44% increase !Note: The conversion rate will always be optimised if the products are relevant to what has been browsed
Lifecycle Case Study: Abandoned Search (Browsed not bought)
Offers Personalised Content Cross sell Additional data capture Great feedback loop
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Questions?
Thue Madsen Marketing Associate
KISSmetrics @thuelmadsen
Kath Pay Marketing Director
cloud.IQ @kathpay
THANK YOU
Kath Pay @kathpay @cloudiqapps