Posts tagged with Checkout

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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B&Q Homepage

What users think of B&Q's new responsive site

Last month, B&Q unveiled a new responsive website, as part of a £60m redesign of its website and backend systems. 

The new site was reviewed by David Moth earlier this month and to follow this up we decided to get some feedback by asking users to test the site, using whatusersdo.

A mix of desktop, mobile and tablet users were asked to perform two tasks on the site. The first was a targeted shop to find internal door handles and go through the purchase process up until payment.

As the new site prominently features sections titled ‘Inspiration’ and ‘Projects’, the second was to gather ideas for updating a room of their choice.  

So what did the users think of the site? 

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Nike vs. Adidas: which provides the best ecommerce experience?

Lace up your sneakers, put your sweat bands through the washing machine, make a pitiful attempt at a couple of lunges and let’s go for a run.

Don’t worry, I’ll catch you up later. I just have some work to finish around… this… uh… hot-dog.

Nike is the world’s most valuable sports brand according to Forbes. It has a market value of $71bn, $19bn of which is estimated to be pure brand value. Nike also commands 62% of the US athletic footwear market.

Impressive stuff, but what of its nearest sporting rival Adidas? Has it been left puffing and wheezing, meters behind its striding opponent as it desperately rummages around its kit bag looking for an inhaler?

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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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13 ecommerce best practice lessons from AO.com

We're often looking for examples of good, and not so good, practice in ecommerce for our reports and articles, and there are a few sites you can generally rely on for the former. 

One of these in AO.com, formerly Appliances Online. The company was launched 14 years ago and its recent IPO valued it at around £1.6bn. 

A key reason behind the company's growth can be found in its focus on good design and customer experience, as well as a culture of testing and optimisation.

As a result, AO.com contains many examples of ecommerce best practice that others can learn from. Here are just a few...

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21 first class examples of effective web form design

Forms are important online. When well designed they make it nice and easy for people to sign up for newsletters, make a purchase, and so on. 

However, badly implemented forms can be a real barrier for potential customers, frustrating them to the point where they give up. 

Web form optimisation and good design is therefore vital, so here I've gathered up 21 examples of form best practice from a range of different sites.  

We have checkout forms, contact forms, mobile optimised forms and more...

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Which ecommerce security logos do users trust? Do they matter?

Third party trust logos are used on most ecommerce sites, with the intention of reassuring potential customers that they can shop safely with the retailer in question. 

There are a lot to choose from, and a recent Baynard has looked into which logos are most trusted by US shoppers. 

In this post, I'll take a look at the test and the results, as well as whether we need trustmarks on ecommerce sites at all... 

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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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Q&A: Andy Harding on House of Fraser's redesign

House of Fraser launched a redesigned version of its site earlier this week, with a focus on catering for touch screen users. 

I've been asking Executive Director for MultiChannel at House of Fraser Andy Harding about the thinking behind the relaunch...

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House of Fraser redesigns its site for touch screen devices

With more than half of its traffic coming from mobile, House of Fraser has today launched a redesigned version of its site with the emphasis on the user experience for touch screen devices. 

This marks a change in strategy for the company: designing for the mobile customer now comes before desktop or laptop. 

As part of this redesign, House of Fraser has also reducing the load time of its pages, acknowledging the importance of speed to mobile users.

I've been looking at the various sections of the new site...  

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cross-selling by vistaprint

Vistaprint: too much cross-sell or just enough conversion?

Vistaprint has an interesting order and checkout process. There is lots of cross-sell and a decent amount of persuasion tactics used.

A few years ago, the website was all sorts of wrong, as Graham Charlton detailed, beaten only by GoDaddy.

Things have moved on and I must say that I don’t think it’s too complicated any more. There are a number of steps to the order process and to the checkout process but that was to be expected when designing a customised t-shirt (my chosen product).

Cross-sell and upsell is now presented on pages where I already feel assured the design process is going well.

Mainly there was a lot of clear information and some fairly persuasive copy and design techniques which I think has been judged correctly.

However, the company must be careful to keep cross-sell relevant. After being offered similar products, stationery and the like, I was then offered website builds and marketing services. This felt wrong and made me think the process might become more tiresome. If I was busier, I could have abandoned at this point.

See what you think of each stage of the order process..

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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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