Posts tagged with Checkout Optimisation

Ecommerce checkout progress indicators: essential, not optional

We often discuss basket abandonment on this blog, and one of the quickest ways to lose your customer is to bore them with a seemingly endless checkout process. 

I say ‘seemingly endless’ because, however long the process really is, if you don’t include some kind of progress indicator then people have no way of telling how close to the end they are.

So they might as well assume they’ve got a long way to go, get bored and give up.

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12 ways to reduce basket abandonment on your ecommerce site

In one of my recent digital marketing stats round-ups I cited a study that found overall basket abandonment rates are currently 76.6%. 

Though a certain degree of basket abandonment is expected, I still find that an incredibly depressing statistic and I think we can all do better. 

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16 essential success factors for ecommerce checkouts

Good checkout design is essential for ecommerce success.

It's all about making transactions as possible for your customers, and avoiding any unnecessary friction. 

Here's a checklist of checkout success factors, along with questions to ask of your own checkout. 

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Evans Cycle logo

Chain Reaction, Wiggle and Evans Cycles: which site offers the best UX?

Cycling has become a hugely popular sport across Britain in recent years, thanks largely to the nation’s success in the Olympics and Tour De France.

Bike retailers have obviously been among the main beneficiaries, as any new bike purchase also requires the customer to invest in a load of expensive accessories.

In a previous interview Adam Tranter, editor of Cyclosport.org, told me that Wiggle and Chain Reaction are two of the most prominent ecommerce sites in the cycling world, so I thought I’d conduct a site test to see what they’re getting right.

I’ve also included Evans Cycles as that’s where I bought my current bike from.

As a trendy London hipster (the only true part of that description is that I work in London) I’m well into fixie bikes, so for this user test I thought I’d try to find myself a new single-speed model.

Read on to find out how these three retailers stack up, and if cycling is your thing then get involved with Econsultancy’s Marketing Cycle.

Stage one is from London to Brighton on Thursday 9 October, an 85-mile route that’s so leisurely even I’ll be joining the peloton.

Or if you’re up for a bigger challenge, join Econsultancy CEO Ashley Friedlein on the three-day London to Paris ride.

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overlook hotel

Guest checkout test: which of these 25 US retailers force users to register?

One of the biggest barriers for customers about to use a checkout is forcing them to register their details first.

Presenting them with page after page of forms in which they need to fill out the most unnecessary of personal details is a quick way to send your customers to the exit, leaving many abandoned baskets and lowering your conversion.

Earlier today I looked at 30 UK retailers and which ones force their customers to register, now it's time to turn our attention to the USA.

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How to attract registrations without creating a barrier to checkout

Registration has benefits for both customers and retailers, but it can be perceived as a barrier by customers. 

It needn't be a barrier though, and well designed checkouts can reduce customer abandonment while still encouraging people to register. 

The key is to present web forms and order the process in such a way that it doesn't mean more effort for consumers. You can still have plenty of customers creating accounts. 

Here are some examples...

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Why online retailers should enclose the checkout process

Checkout abandonment continues to be a major topic in ecommerce, and one which retailers have plenty of options to deal with. 

According to stats from Salecycle, checkout abandonment rates in Q2 2013 averaged 75.5% across all industry verticals.

One way to reduce abandonment rates is to enclose the checkout process, and remove distractions that may form a barrier to purchase. Here's why...

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marriott logo

Marriott edges out Hilton and Accor in hotel site UX survey

Marriot International has come top in a usability report that includes eight of the world’s top hotel brands.

The report also looks at the onsite effectiveness and brand awareness of Holiday Inn, Radisson, Hilton Hotels, Best Western, Choice Hotels, Accor Hotels and Starwood Hotels.

As mentioned, Marriott International was the top performing hotel with an average score of 83%. Hilton came second with 81% while Accor came third with 78%. The overall average among all eight hotels was 64%.

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Why is checkout abandonment still linked to nasty delivery surprises?

A new month, a new checkout abandonment survey hits the inbox. Here’s the number one cause of checkout abandonment: unacceptable delivery costs. What is this madness?

The study, by eDigitalResearch and IMRG, found that 77% of online shoppers have abandoned their basket in the past year, with 53% citing unacceptably high delivery costs as the main reason for bailing out.

Already, alarm bells are ringing. Many years ago we published some best practice research on conversion rate optimisation, and one of our key recommendations was to avoid sending people into the checkout area too early. Before they enter, they should have all of the key facts. That means delivery information, among other things.

Yet this latest checkout abandonment study found that 26% of shoppers placed an item in their basket just ‘to check delivery costs’. 

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Seven user shortcuts that will help reduce checkout abandonment

Checkout abandonment is inevitable on ecommerce sites as the plain truth is that some people simply aren’t ready to make a purchase.

However there are certain steps that sites can implement to limit the number of customers that dropout during the checkout phase.

The basic aim is to make it as simple as possible for your customers to hand over their cash, which means limiting the amount of form filling and offering shortcuts wherever possible.

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UK shoppers abandoned over £1bn of online transactions in 2011

An estimated £1.02bn worth of online shopping transactions were abandoned in 2011 by UK consumers, according to Experian.

One in five of these abandoned transactions were not taken elsewhere as individuals cancelled their shopping attempt altogether, resulting in £214m worth of net lost revenue for UK retailers.

The study found that 44% of UK shoppers have abandoned at least one online shopping transaction in the last year having become frustrated with the length and complexity of certain older forms of identity verification.

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Retailers still need to work on checkout processes: study

While many retailers have worked hard on checkout optimisation over the last few years, there are still plenty of sites making relatively basic mistakes. 

The eChannel Retail Benchmark from eDigital looks at retailers across three channels, and finds that the checkout and purchase process receives the lowest average scores. 

One common factor for those retailers with the lowest scores was compulsory registration, especially for mobile sites and apps. 

I've been looking at some of the best and worst performers in this area...

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