Posts tagged with Basket

Halfords: the customer journey from search to checkout

Following the relaunch of its ecommerce site at the end of 2013, Halfords online sales have risen 13.7% from the same time last year.

As reported in Internet Retailing last week, Halfords’ online sales represented 12.2% of its total retail sales. Conversion rates have risen by 19% and 92% of online orders were collected in store through its click and collect service.

Impressive figures that certainly position Halfords as a successful multichannel retailer, but what makes the Halfords online experience particularly conducive to improving its revenue?

Recently we’ve featured Halfords in various articles related to ecommerce - social customer service, guest checkouts click and collect - and to be honest this retailer hasn’t come out particularly well.

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Tips for reducing basket abandonment this Christmas

Retailers are likely to see higher than average basket/cart abandonment rates this Christmas, thanks to the volume of traffic. But what can be done about it?

This article by Linda Bustos from the Get Elastic blog has a couple of useful tips. I've summarised them here, and added a few myself...

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Fewer buttons means more conversions

Reducing the number of buttons on shopping basket pages can provide an instant boost to conversion rates, according to the results of an A/B test.

By simply removing the 'update shopping bag' button and replacing it with a slighlty less visible link, Laura Ashley managed to increase conversion results by 18.87%, an impressive result, which shows what the kind of effect a slight tweak here and there can make.

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Why you shouldn't make users register before checkout

Making customers register before reaching the checkout is something that a lot of e-commerce websites are still doing,  though some are beginning to remove this obstacle to purchase now.

In a blog post this week, Jared Spool has a great example of why this usability mistake should be avoided; a 'major e-commerce site' that added $300m to its annual revenues simply by removing the register button.

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