e-commerce conversion optimization part two: your cart - whichtestwon’s tle

Ecommerce Conversion Optimization Part Two: Your Cart

Michael Batkocleverbridge

Key Account Manager

#TLE2013The Live Event@MichaelBatko

AgendaPart 1

Optimizing International

Checkout

Part 2 Individual Cart Analysis / Q&A

Mike’s Background6+ Years E-commerce FocusGlobal Shopping CartsPayment ProcessingOptimization Customer Service

Optimizing International Checkout

Goal – Convert a visitor who clicks ‘Buy’

Remove Barriers to “Submit Order”

Remember visitors are NOT all equal

What does this button mean to you?

Does it mean….

1. Create account based on shopping cart data2. Utilize social media services (Facebook, Twitter)3. Authenticate from trial if possible

What if my Product / Service Requires an Account?

The Shopping Cart – What’s wrong with this cart?

• Odd country field placement

• Why isn’t country pre-selected?

• No state preselected• Zip field placement• Do you really need a

phone number?

• Why do you need a password?

The Shopping Cart

#TLE2013The Live Event

Before your visitor sees the cart, a wealth of information is available that can be used to remove barriers!

@MichaelBatko

The Shopping Cart

Geographical LocationUse IP to determine geographical location

Services are inexpensive and accurate – 99.8% - Country level>90% - State level

@MichaelBatko

The Shopping Cart – Geo Pricing

USA Visitors:Ex. $99.99Prices don’t include tax‘$’ placed before price‘.’ separates dollars and centsOpt-outs are not a big deal

@MichaelBatko

USA Visitors:

@MichaelBatko

The Shopping Cart - Geo Pricing

Euro Visitors:Ex. 99,99 €Marketable prices SHOULD include VAT‘€’ placed after price (non-English territories)‘,’ separates dollars and centsOpt-outs are a big deal

@MichaelBatko

Euro Visitors:

@MichaelBatko

Japanese Visitors:Way more than just pricing…• Localize your product, website and entire e-

commerce infrastructure into Japanese. • Don’t use raw translation materials • Proof read by industry expert • Japanese localization requires a double byte enabled

infrastructure.(Unicode 6.1)

@MichaelBatko

Japanese Visitors:Way more than just pricing…

@MichaelBatko

Source: CIA World Fact Book

Japanese Visitors:• Japanese love special campaigns

• Everyday Low Price vs. Limited Time Offer• Price = Quality – should price higher for Japan• Campaign opportunity every 2 months:

• Summer in July • Fall in September • Xmas in December • New Year in January • Spring in March • Golden Week in May

@MichaelBatko

Japanese Visitors:• Increase size of order fields• Drop down for prefecture (north to south)• No separate field for “city” – make part of the

address • Collect name of building • “Input Method Trigger”

@MichaelBatko

Japanese Visitors:• This is just tip of the iceberg..

• Japan webinar available at: http://cbridge.to/cb_Japan• Covers:

• Importance of Quality• Customer Service Best Practices• Design and Localization Best Practices

@MichaelBatko

Country Software Piracy Rates

Per Capita GDP (USD)

USA 19% 49,802

Germany 26% 41,167

Japan 21% 46,895

UK 26% 38,591

France 37% 40,689

Italy 48% 32,521

Brazil 53% 12,465

Russia 63% 13,764

China 77% 6,094

India 63% 1,591Sources: -2011 Piracy Rates: Business Software Alliance “2011 Global Piracy Study”-2012 GDP Stats: IMF.org

@MichaelBatko

USD currency and USA price point displayed to Indian customers.

Screenshot taken in India

@MichaelBatko

Example: • US Cart • Indian Cart

The price point is a better fit for the market, but currency is still shown in USD

US Homepage Indian Homepage

Symantec really has this figured out! The price point makes sense for the market and the display currency is Indian Rupee.

Exchange Rates on Sept, 20, 2012:$49.99 = Rs 2,667.91 | $69.99 = Rs 3,735.29 | $79.99 = Rs 4,275.13

The Shopping Cart

What we’ve discussed:• Post ‘Buy Now’ best practices• Case for GeoIP for:• How to present price• How to price

@MichaelBatko

What’s next:• Using GeoIP for checkout form • Payment methods• Additional profiling techniques

The Shopping Cart – USA GeoIP

What’s wrong with this cart?

@MichaelBatko

Odd zip placement

GeoIP data can be used to pre-select state

The Shopping Cart – USA GeoIP

The Shopping Cart – German GeoIP

@MichaelBatko

Odd zip placement

State not necessary in this country

The Shopping Cart – Geo Payments

What’s wrong with this?

@MichaelBatko

What’s wrong with this?

@MichaelBatko

Sometimes Less is More

@MichaelBatko

USA Visitor

@MichaelBatko

German Visitor

@MichaelBatko

Dutch Visitor

@MichaelBatko

Language Should GeoIP data be used to preselect language for the visitor?

Why? There are multilingual locales

@MichaelBatko

Language

Utilize browser data to determine language that provides a personalized experience.

Time to Buy – Review or No Review

Versus

@MichaelBatko

Generally – ‘No Review’ converts better• Fewer clicks

Time to Buy – Review or No Review

A few things to consider about a Review Page:• Showing ‘Review’ has become a safe

option in the EU due to regulation• Europeans are conditioned to expect it

@MichaelBatko

What’s next?

What’s next? – Sub Cart Up-Sell

What’s next? – Support Stats

What’s next? – Security Symbols

What’s next? – Browser Profiling

“The E-commerce Newbie”• Little online shopping

experience.• Likely prefers credit card or

similar payment methods• Needs clear fulfillment

instructions• Needs highly secure cart

“The Digital Prodigy”• Extensive online shopping

experience.• May prefer internet wallets,

PayPal, or other “newer” payment methods

• Wants to “Get it now”

“The Business Buyer”• Buys on behalf of the company.• Purchase Orders, Wire Transfer• Has experience buying online

@MichaelBatko

What’s next? – Browser Profiling

“The Apple Fanboy, Hipster”• Charge them more

• Orbitz figured it out

SummaryNo such thing as a one-size-fits-all cartUtilize GeoIP -> Focus on key locales• Present and price properly • Get rid of unnecessary fields• Place fields in the correct order by

territory • Show review pages in Europe

Contact Info

Michael BatkoKey Account Managercleverbridgebatko@cleverbridge.comhttp://www.linkedin.com/in/michaelbatkohttp://www.buildingkeystones.com

Thank You

@MichaelBatko

e-commerce conversion optimization part two: your cart - whichtestwon’s tle

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