tag:econsultancy.com,2008:/topics/checkout Latest Checkout content from Econsultancy 2016-12-02T10:31:15+00:00 tag:econsultancy.com,2008:BlogPost/68590 2016-12-02T10:31:15+00:00 2016-12-02T10:31:15+00:00 10 dazzling digital marketing stats from this week Nikki Gilliland <p>This week’s roundup is unashamedly festive, with news about Christmas shopping, social media conversation, consumer trust and more.</p> <p>Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a> for more trusty insight.</p> <h3>85% of UK consumers to buy half of their Christmas gifts online</h3> <p>With <a href="https://econsultancy.com/blog/68587-black-friday-cyber-monday-2016-ecommerce-stats-bonanza/" target="_blank">Black Friday and Cyber Monday</a> out of the way, Tryzens has revealed that the majority of UK consumers will shop for Christmas online this year.</p> <p>A survey found that 85% of UK consumers will buy at least half their gifts online, while 56% will shop via their smartphones and tablets.</p> <p>22% of people are also reported to have started their Christmas shopping in October and 33% in November.</p> <p>Lastly, a very eager 5% started way back in January 2016.</p> <h3>Over 50% of top UK sites use at least one content recommendation engine</h3> <p>The New Yorker recently stopped using <a href="http://www.8ms.com/2014/02/20/rise-content-recommendation-engines/" target="_blank">content recommendation engines</a> – or monetization platforms known for their 'Around the Web' suggestions – due to allegations that they potentially support questionable content.</p> <p>However, SimilarTech has found that they are in widespread use both in the UK and US.</p> <p>Over 50% of top media sites in the UK use one or more them, and 75 out of 100 biggest online publications do the same.</p> <p>In fact, going against the assumption that they are going out of favour, the number of sites using content recommendation engines appears to be growing.</p> <p><img src="https://assets.econsultancy.com/images/0008/1992/Number-of-Sites-Using-Taboola-and-Outbrain---Top-10k-sites.png" alt="" width="750" height="364"></p> <h3>Christmas conversation hits social peak on 1st December</h3> <p>New insight from Carat UK suggests we’re less excited about Christmas this year, with a 5% decrease of Christmas mentions on Twitter.</p> <p>However, while figures suggest that 45% of people start to feel excited about Christmas ahead of December, it only become socially acceptable to start posting from 1st December, demonstrated by the fact that Christmas tweets increased by a whopping 65% on the same day last year.</p> <p>As a result of the collective excitement on 1st December people start planning which gifts to buy people, though 46% of shoppers are said to leave present buying to the second half of the month.</p> <p><img src="https://assets.econsultancy.com/images/0008/1991/Social_Christmas.JPG" alt="" width="710" height="385"></p> <h3>Delivery options to determine choice of retailers</h3> <p>According to Shutl, retailers need to rely on more than reputation to ensure sales this Christmas.</p> <p>In a survey of 1,070 online shoppers, 95% said they would consider going to another retailer if a site couldn’t offer a delivery that suited their needs. Likewise, 41% said they’d definitely shop elsewhere if the last mile delivery wasn’t right for them.</p> <p>With 42% of shoppers having higher online delivery expectations than in 2015, the pressure for retailers is on.</p> <h3>Married male millennials are the most engaged consumers, apparently</h3> <p>A study by Affinion has delved into the engagement levels of consumers all over the world.</p> <p>In a Customer Engagement Score of between one and 100, millennials were found to have the highest.</p> <p>Those that were married also reported higher engagement levels, with an average score of 67 compared with 64 in singletons.</p> <p>Likewise, males are the most engaged gender, reporting a stronger bond with their banks and mobile phone providers.</p> <h3>M&amp;S named as the UK’s favourite Christmas shop</h3> <p>New research from Rakuten Marketing has revealed that Marks &amp; Spencer is officially the nation’s favourite Christmas shop, with nearly a third of Brits planning to spend the most there this December.</p> <p>In second position is Boots, and despite a <a href="https://econsultancy.com/blog/68484-the-top-10-most-shared-christmas-ads-of-all-time" target="_blank">strong advertising presence at this time of year,</a> John Lewis comes in third.</p> <p>The survey found that just 27% of British consumers make gift purchase decisions based on a brand’s Christmas TV ad campaign. Instead, 33% say they use retailer websites to source information, and 31% say recommendations from family and friends.</p> <p><img src="https://assets.econsultancy.com/images/0008/1994/M_S.jpg" alt="" width="700" height="466"></p> <h3>31% of shoppers abandon baskets due to complicated payment processes</h3> <p>In a survey of 1,000 UK adults, PPRO Group has discovered that online merchants are failing to offer customers their preferred payment option, resulting in 31% of consumers <a href="https://econsultancy.com/blog/67120-12-ways-to-reduce-basket-abandonment-on-your-ecommerce-site/" target="_blank">abandoning purchases at the checkout</a>.</p> <p>The survey also found that, this Christmas, 61% of consumers will be buying gifts online at home while watching TV, while 13% will shop from their smartphones while lying in bed.</p> <p>Bad news for employers - 17% also admit they will be buying their Christmas gifts online while at work.</p> <h3>UK sees higher online conversation rates than US </h3> <p>The Ecommerce Quarterly report from Monetate has revealed that UK retailers are faring better when it comes to online conversions.</p> <p>It found that the UK is converting more than the US for the second year in a row, taking into account figures from both 2015 and 2016.</p> <p>What’s more, while add-to-basket rates have dropped in the US, the UK’s has steadily increased. </p> <p>Average order value also saw month-on-month improvement in the UK throughout the last year.</p> <p><img src="https://assets.econsultancy.com/images/0008/1993/Monetate.JPG" alt="" width="780" height="142"></p> <h3>User-generated content results in greater consumer trust</h3> <p>A new report by Olapic has found that user-generated images are much more likely to generate consumer trust than those created by marketers.</p> <p>In a survey of more than 4,500 active social media users in the US and Europe, 46% of people said they would place trust in user generated content, with just 27% saying they’d trust content created by brands. Only 5% said they would trust straight-forward advertising. </p> <p>In terms of the preferred forms of user generated content, 52% cited photos as the best, ahead of 27% for video and 12% for written content.  </p> <p><img src="https://assets.econsultancy.com/images/0008/1995/Starbucks_UGC.JPG" alt="" width="750" height="479"></p> tag:econsultancy.com,2008:BlogPost/68530 2016-11-16T11:20:00+00:00 2016-11-16T11:20:00+00:00 Eight features to appreciate on Hunter’s revamped ecommerce site Nikki Gilliland <p>And for more on this topic check out our range of <a href="https://econsultancy.com/training/courses/topics/ecommerce/">ecommerce training courses</a>.</p> <h3>1. Creative curated shop</h3> <p>While <a href="http://www.hunterboots.com/">the homepage</a> for Hunter is attractive, the 'Core Concept' hub is most impressive in terms of design.</p> <p>Cleverly integrating the brand's latest campaign hashtag, #rainstartsplay, it uses integrated video and GIF features to promote its new range of weatherproof clothing and footwear.</p> <p><img src="https://assets.econsultancy.com/images/0008/1483/Core_concept.JPG" alt="" width="746" height="524"></p> <p>Its block colour scheme and large visuals allow for a more enjoyable browsing experience than the regular product pages.</p> <p><img src="https://assets.econsultancy.com/images/0008/1484/Explore_the_collection.JPG" alt="" width="750" height="334"></p> <p>What's more, it gives the user an overview of the entire range, instead of leaving them to search through various categories.</p> <p><img src="https://assets.econsultancy.com/images/0008/1485/Colour_pallette_2.JPG" alt="" width="750" height="470"></p> <h3>2. Editorial-style content</h3> <p>Alongside the Core Concept hub, Hunter nicely promotes its blog-style content in the 'Discover' section.</p> <p>In fact, its prominent positioning on the site makes it feel less like a brand blog, and more like an integrated magazine.</p> <p><img src="https://assets.econsultancy.com/images/0008/1486/Discover.JPG" alt="" width="750" height="396"></p> <p>While the content subtly shows off the Hunter products, it also includes a nice variety of features including topics like photography and sport.</p> <p>I particularly like its 'Everyday Pioneers' series.</p> <p>Using an inspirational approach based around the boot's technical engineering, it promotes the durability of the product instead of its visual style.</p> <p><iframe src="https://www.youtube.com/embed/kzmdNHpkWZw?list=PLVSqeLqwLyM2JAuxqHmnwqWUZRXFD17e3&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>3. High quality product imagery</h3> <p>Moving onto the <a href="https://econsultancy.com/blog/63462-ecommerce-product-pages-where-to-place-30-elements-and-why/" target="_blank">product pages</a> - the high quality imagery definitely stand out as one of the site's best features.</p> <p><img src="https://assets.econsultancy.com/images/0008/1487/Images.JPG" alt="" width="700" height="808"></p> <p>With an average of six large images as well as a 360-degree video, it gives the user an excellent indication of how the product looks in real life.</p> <p>Since including more photography, specifically showing how far up the boots reach on calves, the site has seen<strong> a 10% increase in add-to-bags as well as a drop in returns.</strong></p> <p><img src="https://assets.econsultancy.com/images/0008/1488/Boot_scale.JPG" alt="" width="700" height="763"></p> <h3>4. Up-front estimated delivery info</h3> <p>A small but significant feature I like on the product pages is this indication of estimated delivery.</p> <p>While many retailers leave this information to the checkout or choose to highlight the price, including the estimated date gives the customer a sense of reassurance and urgency.</p> <p><img src="https://assets.econsultancy.com/images/0008/1489/Hunter_estimated_delivery.JPG" alt="" width="558" height="679"></p> <p>Telling the customer that they could have the boots they're currently looking at within two days acts as a great call-to-action.</p> <h3>5. Cross-selling</h3> <p>Another newly improved feature on the product pages is the inclusion of related items.</p> <p>It might be unusual for consumers to buy more than one item at a time - Hunter is a premium-priced product after all.</p> <p>However, I think the inclusion of care products is worth highlighting here.</p> <p><img src="https://assets.econsultancy.com/images/0008/1490/Hunter_cross_sell.JPG" alt="" width="519" height="597"></p> <p>Again, when spending on a luxury item, customers are likely to be willing to buy extra to keep them in good condition.</p> <p>Consequently, these products could do with being promoted even more prominently. </p> <h3>6. Detailed sizing info</h3> <p>I recently wrote about how <a href="https://econsultancy.com/blog/68477-how-six-online-retailers-are-combatting-wrong-size-returns" target="_blank">retailers are attempting to reduce the amount of wrong-size returns</a>.</p> <p>Hunter also appears to be focused on this, nicely including a comprehensive size guide on each product page.</p> <p><img src="https://assets.econsultancy.com/images/0008/1491/Size_Guide.JPG" alt="" width="750" height="602"></p> <p>The FAQ section is pleasingly comprehensive, too - it highlights the fact that sizes differ and urges the customer to check.</p> <p><img src="https://assets.econsultancy.com/images/0008/1492/Hunter_FAQ.JPG" alt="" width="750" height="418"></p> <h3>7. Guest checkout</h3> <p>Hunter's previous checkout option was a little misleading, making customers think they needed to create an account in order to checkout.</p> <p><img src="https://assets.econsultancy.com/images/0008/1493/Previous_checkout.jpg" alt="" width="556" height="296"></p> <p>Now, it has been tweaked to be clearer, removing the previous step asking if the customer has a password.</p> <p>It's still not entirely clear-cut that a guest checkout is possible - however the site has since seen <a href="https://econsultancy.com/blog/67120-12-ways-to-reduce-basket-abandonment-on-your-ecommerce-site/" target="_blank">basket abandonment</a> reduce from 15% to 9%.</p> <p><img src="https://assets.econsultancy.com/images/0008/1494/Email_Checkout.JPG" alt="" width="780" height="505"></p> <p>The friendly copy is also a nice touch, with the 'if you wish' sign-off reflecting a sense of flexibility.</p> <h3>8. Email reminders</h3> <p>Lastly, while it is not a feature on the ecommerce site itself, Hunter's dedication to reducing basket abandoment <a href="https://econsultancy.com/blog/64167-basket-abandonment-emails-why-you-should-be-sending-them/" target="_blank">also extends to its email strategy</a>.</p> <p>After my visit to Hunter boots, I received an email the same evening reminding me that there was something in my basket.</p> <p><img src="https://assets.econsultancy.com/images/0008/1495/Hunter_email.png" alt="" width="400" height="710"></p> <p>With an increasing number of shoppers browsing around before they commit to buy, this is a nice little nudge to return and make the final purchase.</p> <p><img src="https://assets.econsultancy.com/images/0008/1496/Hunter_email_2.png" alt="" width="400" height="710"></p> <h3>Final points</h3> <p>Hunter's newly improved site offers an enjoyable user experience overall. But there could still be improvements. </p> <p>Though the press release said the updated site had customer reviews, I failed to find any. Similarly, the checkout process could be made even simpler.</p> <p>However, with its bold design and great attention to detail, it is generally quite impressive.</p> tag:econsultancy.com,2008:BlogPost/68491 2016-11-04T12:14:00+00:00 2016-11-04T12:14:00+00:00 10 tremendous digital marketing stats from this week Nikki Gilliland <p>As always, the ever reliable <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">Internet Statistics Compendium</a> is ready and waiting if you want more of the same.</p> <p>Now, on with the show…</p> <h3>Two weeks before Christmas is prime time for UK advertisers </h3> <p>According to AppNexus’s latest whitepaper, UK advertisers could make big savings on ad spend by focusing on the two weeks before Christmas, instead of late November.</p> <p>Unlike in the US, conversion rates tend to be low in the UK during late November, while CPMs are typically high. So, by ignoring the later run up to Christmas, advertisers could be spending over the odds.</p> <p>The report also emphasises how Boxing Day and the early January period presents a great opportunity for the UK in particular. </p> <p><img src="https://assets.econsultancy.com/images/0008/1172/UK_Adspend.JPG" alt="" width="780" height="608"></p> <h3>34% of UK consumers would become disloyal to a brand after just one bad experience</h3> <p>According to research from Optimizely, 80% of UK consumers have abandoned a basket during an online shopping journey.</p> <p>While this is not surprising news, it could be having a bigger impact on the long-term retention of customers, as well as the reputation of brands.</p> <p>In a recent survey, 34% of consumers said they would become disloyal to a brand after a bad experience. This suggests that retailers need to take more steps to prevent basket abandonment from occurring in future.</p> <h3>Hatchimals is the most searched-for Christmas gift in the UK so far</h3> <p>With Christmas now just two months away, Hitwise has been looking at which toys consumers are searching for this year.</p> <p>Taking the top three spots for the biggest branded search terms is Hatchimals, an interactive hatching egg, and the latest craze to hit the toy world.</p> <p>Traditional toys and games like Baby Annabell and the FIFA video game also make the top 10 searches.</p> <p>Here is the list in full:</p> <ol> <li>Hatchimals</li> <li>Hatchimals UK</li> <li>Hatchimal</li> <li>Baby Annabell</li> <li>Speak Out game</li> <li>Paw Patrol toys</li> <li>Battlefield 1</li> <li>Shopkins</li> <li>Skylanders Imaginators</li> <li>FIFA 17</li> </ol> <p><iframe src="https://www.youtube.com/embed/wFh9cKRW6Es?wmode=transparent" width="640" height="360"></iframe></p> <h3>‘Window shopping’ is the biggest reason for basket abandonment</h3> <p>A new report from SaleCycle has uncovered the biggest reasons behind online shopper basket abandonment.</p> <p>Based on a customer survey data of fashion and retail companies, it found that 34% of consumers abandon a basket because they are ‘just looking’ or researching products. This explains why the travel sector has the highest abandon rates of 80.4%.</p> <p>Second to window shopping, 23% of consumers cite issues with shipping and delivery costs as the reason they most often fail to buy.</p> <p><img src="https://assets.econsultancy.com/images/0008/1173/SaleCycle.JPG" alt="" width="780" height="468"></p> <h3>Simple navigation is the most important feature for online consumers</h3> <p>New research from Tryzens has determined the key areas that consumers see as most important in their ecommerce experience.</p> <p>In a survey of 1,000 people, 71% said the most imprtant feature was a clear and easy-to-navigate page.</p> <p>Clear stock availability and effective search facilities came in second and third on the list, with 62% and 61% of consumers citing these factors respectively.</p> <p>Tryzens also found that easy delivery and returns, best price assurance, and the delivery of rich multi-media content should also be priorities to drive online retail success.</p> <h3>Global ad spend predicted to slow next year </h3> <p>The latest Consensus Ad Forecast from Warc has indicated that global advertising spend will rise by 4.5% during 2016 as a whole, before the growth rate slows down to 4.2% in 2017.</p> <p>Apart from newspapers and magazines, all major media channels are predicted to record year-on-year growth in 2017, with mobile expected to see the greatest ad spend rise of 34.2%.</p> <p>In terms of the countries with the strongest ad spend, India tops the list, with a predicted 13.3% growth rate. </p> <h3>UK backs Clinton while Trump garners most online attention</h3> <p>According to Kantar Media, while most Brits are backing Clinton to be the next US President, many can’t help but be drawn into online conversations about Trump.</p> <p>From analysis of 700,000 posts made since the first debate, Trump has received 81% of the total share of voice on social platforms. Unsurprisingly, 61% of posts about him were from detractors. </p> <p>Despite this, 57% of posts about Clinton were also disparaging. This demonstrates the nation’s frustration with both candidates and the US election as a whole.</p> <h3>Over half of consumers want to ‘Buy British’ </h3> <p>Research from Rakuten Marketing has revealed that Brits are patriotic when it comes to the brands they buy from, despite many also failing to identify popular British brands.</p> <p>As well as over 50% of survey respondents saying they prefer to buy from home-grown brands, only a tenth correctly identified brands including SuperDry, Hotel Chocolat and Caffé Nero as being British. </p> <p>In terms of consumer confidence, brand heritage looks to be an important factor, with the majority of respondents citing the likes of John Lewis and Marks &amp; Spencer as businesses that will still be around in 10 years’ time.</p> <p><img src="https://assets.econsultancy.com/images/0008/1174/Brands.JPG" alt="" width="780" height="252"></p> <h3>Smartphones account for 78% of US gaming usage</h3> <p>A new study from PayPal has revealed that smartphones have overtaken tablets and laptops for gaming in the US, with over three-quarters now using their mobile.</p> <p>As a result, mobile is expected to account for just under half of the global games market in 2016, which is predicted to reach $77.3bn in total.</p> <p>From a study of gamers, PayPal also found that 40% play their video games for one to two hours over each session, while 34% play for two to four hours.</p> <p>This level of time commitment suggests that there might be untapped opportunity for in-gaming ads.</p> <h3>Q4 Christmas ad spend increases 32% in the last five years</h3> <p>We just can’t get away from Christmas this week.</p> <p>This time, we’re looking at the Advertising Association’s newly released figures on ad spend. </p> <p>According to the data, Q4 Christmas advertising spend has increased 31% in the last five years, with many retailers capitalising on consumer interest and increased media usage leading up to December.</p> <p>In terms of channels, it appears the biggest focus is the internet, with a predicted £2.6bn to be spent on internet advertising in Q4 2016.</p> <p>Lastly, mobile ad spend is set to increase 27% year-on-year.</p> tag:econsultancy.com,2008:BlogPost/68366 2016-10-12T09:46:00+01:00 2016-10-12T09:46:00+01:00 Ecommerce checkouts: What payment options do users want? Nikki Gilliland <p>But what about payment preferences?</p> <p>I’ve recently been questioning whether people do actually care if a site has a one-click buy option.</p> <p>If the process is quick, transparent and easy - does it really matter?</p> <p>According to <a href="https://www.paypal.com/uk/webapps/mpp/stories/media-resources" target="_blank">new research from PayPal</a>, the answer appears to be yes.</p> <p>Here’s a closer look at the stats and the reasons why payment technology is still in demand during checkout.</p> <h3>Changing behaviour of consumers</h3> <p>In a study of 2,000 small businesses and more than 2,000 consumers, PayPal found that there was a stark contrast between retailers’ lack of innovation and the way consumers now browse and shop.</p> <p>Despite the rising popularity of digital wallets, contactless payments and smartphones, 44% of small businesses have reportedly never reviewed their payment methods.</p> <p>As a result, many could be missing out on sales.</p> <p>In fact, mobile shopping could be the biggest factor here, with this area growing at nearly four times the rate of overall online spending in the UK.</p> <p>What’s more, despite a fifth of consumers most frequently buying online using a smartphone, just 17% of small businesses are said to have mobile-optimised websites and just 4% have a mobile app.</p> <p>Last year, we wrote about <a href="https://econsultancy.com/blog/66997-starbucks-new-click-collect-app-is-it-any-good" target="_blank">Starbucks Order and Pay</a> – just one example of a brand using dedicated <a href="https://econsultancy.com/blog/68192-how-can-mobile-payment-actually-improve-customer-experience/" target="_blank">mobile payment</a> app to streamline customer service.</p> <p><img src="https://assets.econsultancy.com/images/0007/9828/Starbucks_Order_and_Pay.JPG" alt="" width="607" height="531"></p> <p>Despite PayPal’s research focusing on smaller businesses, Starbucks is still a good case for what mobile technology can enable.</p> <p>With its in-built wallet and GPS tracker, it makes ordering a coffee as easy as can be.</p> <p>Some might question whether buying a coffee was really that hard to begin with.</p> <p>And they would be right, yet it still goes to show how much value consumers today place on convenience.</p> <h3>Reasons behind <a href="https://econsultancy.com/blog/67120-12-ways-to-reduce-basket-abandonment-on-your-ecommerce-site/" target="_blank">abandoned checkouts</a> </h3> <p>While long-winded forms and surprise delivery charges also contribute, a lack of payment options could be the reason behind many abandoned baskets.</p> <p>According to PayPal’s study, 63% of consumers admit to abandoning an online purchase in the last three months due to being unable to pay the way they wanted.</p> <p>Again, this goes back to convenience.</p> <p>Being able to store your bank details or access a real-time payment method means faster and more spontaneous purchases – without the need to locate or enter in your debit or credit card details.</p> <p>Below are two examples of the payment section on ecommerce sites.</p> <p>Oasis' inclusion of PayPal means I am just a couple of clicks away from completing a purchase.</p> <p><img src="https://assets.econsultancy.com/images/0007/9829/Oasis_PayPal.JPG" alt="" width="750" height="422"></p> <p>While H&amp;M doesn't currently accept PayPal (though it is soon to introduce the feature), it does offer users the chance to save their card details for future purchases.</p> <p>Furthermore, it gives customers the option to pay via an invoice and the chance to defer payment for a month.</p> <p>These aren't necessarily convenient options for first-time customers, particularly on mobile where form filling is a pain, but could encourage repeat purchases from customers who have already setup an account.</p> <p><img src="https://assets.econsultancy.com/images/0007/9830/H_M_checkout.JPG" alt="" width="339" height="832"></p> <h3>Capitalising on new technology </h3> <p>Just as PayPal isn’t the only payment service provider, there are many other companies utilising new technology to offer consumers even more options.</p> <p>Zapp is one such company that has recently caught my eye.</p> <p>It is a mobile payment service like Apple Pay or Pingit, however, Zapp takes away the need for a digital wallet by allowing consumers to buy with their bank’s own mobile banking app.</p> <p>It will be interesting to see whether it takes off.</p> <p>While it does require banks and retailers to partake, the ability to collect greater amounts of data means that it is likely to appeal.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Lloyds, Halifax &amp; Bank of Scotland to launch Pay by Bank app mobile payments. They join Barclays, which is set to launch this Autumn.</p> — Zapp (@ZappPayments) <a href="https://twitter.com/ZappPayments/status/740830433441644544">June 9, 2016</a> </blockquote> <p>For consumers, the ability to view bank details (like account balance etc.) at the point of purchase could be an added incentive.</p> <p>Then again, it could put off those who prefer <em>not</em> to see money leaving their account.</p> <h3>In conclusion…</h3> <p>While there are many factors that can make or break a good UX, this latest research suggests that retailers should not underestimate or ignore payment preferences.</p> <p>As technology advances, so will consumer expectations, meaning that retailers of all sizes should take heed.</p> tag:econsultancy.com,2008:BlogPost/67982 2016-06-22T11:47:00+01:00 2016-06-22T11:47:00+01:00 Apple Pay developments herald the era of contextual commerce Prosper Williams <p>The first wave involved migrating offline experiences to a website, while the second involved optimizing website experiences for mobile (Apps).</p> <p>And with recent announcements by Google, Facebook (Messenger) and now Apple, it is clear the third wave will be about optimizing apps for a few core pillar platforms that integrate other products and services into a tightly woven experience. </p> <p><iframe src="https://www.youtube.com/embed/A3r72C4PM1s?wmode=transparent" width="420" height="315"></iframe></p> <p>This is a significant and disruptive transition, not only for technology incumbents, but for traditional businesses and consumers too.</p> <p>Just like we have built policies, processes and competencies around the web and then mobile, organizations will need to do the same for platforms, but with one caveat.</p> <p>These experiences will be delivered in an environment curated and controlled by a third party, and thought will need to be given not only to how we roll out products and services in the future, but how we maintain our relationship with the end consumer, when essentially we are delivering an experience through an intermediary.</p> <p>Whilst the above is game-changing in nature (particular over the medium to long term) as someone employed in <a href="https://econsultancy.com/reports/digital-transformation-in-the-financial-services-sector-2016/">financial services</a>, I believe Apple’s decision to extend Apple Pay to the web browser also has the potential to be pretty significant and in quicker time, too. </p> <h3>Enhancements in experience design </h3> <p>Essentially Apple Pay on the web will give ecommerce players and all digital incumbents a new lens through which to view experience design. </p> <p>Since the first ecommerce site was launched back in 1992, the generic ecommerce interface has hardly changed. We still employ shopping carts, catalogues, panels and web pages.</p> <p>Yet all of our digital experiences outside commerce have changed.</p> <p>From Tinder, to Uber and Airbnb, customer-obsessed startups are providing fast, simple, personal and enchanting user experiences which are driving growth. </p> <p>And with the introduction of Apple Pay for the web, traditional digital incumbents can now deliver streamlined, frictionless user experiences which do the same.</p> <h3>The rise of contextual commerce </h3> <p>By shortening and in some cases eliminating the purchase stage of the conversion funnel, Apple is not just removing the disconnect in the experience customers have from cart to checkout.</p> <p>The company is unlocking opportunities for merchants to seamlessly implement “one click” payment options for the web/mobile web, image-heavy social media sites like Instagram, Pinterest, Snapchat, and brick and mortar locations.</p> <p><a href="http://www.apple.com/uk/apple-pay/"><img src="https://assets.econsultancy.com/images/0007/6342/Apple_Pay.png" alt="" width="800" height="508"></a></p> <p>This change (in parallel with <a href="https://econsultancy.com/blog/65307-five-retailers-using-nfc-and-rfid-to-enhance-shopping-but-do-they-work/">Near Field Communications technology</a> and the adoption of APIs) has the potential to provide a channel agnostic solution that completely condenses what can be an unnecessarily extended customer journey.</p> <p>Giving brands the ability to provide integrated omni-channel experiences in real-time, as consumers discover, evaluate and purchase our products. </p> <h4>Example: Integrated real-time engagements</h4> <p>Imagine being at work, and a colleague has just walked in with the Apple Watch, which you have been thinking about purchasing for some time.</p> <p>Instead of asking her specifics about the device, you tap the watch with your smartphone (both your phone and the watch have NFC-enabled capabilities), and immediately all the information related to the watch, such as price, reviews, similar products, as well as the ability for you to purchase the watch there and then and have it shipped to your home, are communicated to your mobile device. </p> <p><img src="https://assets.econsultancy.com/images/0007/6343/apple_pay_nfc.jpg" alt="" width="848" height="565"></p> <p>As pointed out by thought-leaders such as Noz Urbina, the introduction of Apple Pay for the web will enable scenarios like the above.</p> <p>Encouraging brands not just to think in terms of online and offline, but instead to focus on integrated real-time engagements, as we deliver user experiences, which allow customers to consider, evaluate and purchase our products simultaneously, at any point along the customer journey.</p> <p>And all without the hassles that came along with earlier forms of payment, such as scrawling a signature on a piece of paper, or spending minutes on end registering to a website. </p> <h3>Loyalty </h3> <p>Finally, beyond being just a payment platform, Apple Pay will provide significant value in regards to loyalty, as brands use it as a mechanism for extending <a href="https://econsultancy.com/blog/65435-what-is-customer-lifetime-value-clv-and-why-do-you-need-to-measure-it/">customer lifetime value</a>.</p> <p>How many of us have online interactions with brands that bear no connection with in-flight contextual data about us or our ongoing relationships with those brands.</p> <p>Tying this data in with the actual marketing and sales platform is a golden opportunity, and this is what the introduction of Apple Pay for the web facilitates. </p> <p>Ultimately this is an experience that could/should be managed by our financial services providers, but with no legacy systems to build upon I believe Apple, Google, or maybe even Samsung will be most aptly placed to facilitate this relationship. </p> <h3>Conclusion</h3> <p>Payment platforms such as Apple Pay are ushering in a new era of digital experience design.</p> <p>The emphasis will no longer be on optimising each stage of the funnel and driving customers towards the shopping cart, but on using technology to create magical frictionless experiences, taking into account what customers are going to feel and what they would want to share. </p> <p>By simplifying and stripping the friction out of the checkout process, not only does Apple Pay increase the likelihood of conversion, the platform changes the mind-set of digital product owners.</p> <p>This will free us up to really think through what the customer is going to have to experience, in order to unlock a growth partnership with our brands. </p> tag:econsultancy.com,2008:BlogPost/67870 2016-05-24T11:19:35+01:00 2016-05-24T11:19:35+01:00 Why ASOS is still leading the online retailing pack Paul Rouke <p>The reality is the core user experience of ASOS has changed very little over the years and for good reason – it’s an exceptional example of delivering an intuitive, persuasive, streamlined browsing and buying experience.</p> <p>What continually surprises me is how many major retailers still haven’t built some of the core foundations that ASOS did years ago.</p> <p>In this article I share what I feel, in my experience, are things which not only make ASOS exceptional, but should also provide inspiration for other retailers.</p> <h3>Site-wide, immediate visibility of its USP</h3> <p>Long before most retailers realised the importance of communicating their unique selling points site-wide in a high visibility area, ASOS had featured three banners underneath its primary navigation.</p> <p><strong>Lessons to learn from ASOS include:</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/5154/UVP_header.PNG" alt="" width="595" height="94"></p> <ul> <li>Ensure the messages stand out visually and attract attention.</li> <li>Make it clear there are distinct messages.</li> <li>Use colour/design touches to draw particular attention to the primary message you want to communicate at any one time.</li> <li>Make it clear if the message is clickable to find out more.</li> </ul> <p><strong>Opportunities for A/B testing above and beyond what ASOS is currently doing</strong><strong>:</strong></p> <ul> <li>Use icons to provide visual clues to differentiate the messages.</li> <li>Ensure you communicate your USPs across devices – don’t hide them when you simplify your mobile UI, visitors still need to be persuaded.</li> </ul> <h3>Streamlined navigation experience</h3> <p>For as long as I can remember, ASOS has had an incredibly simple primary navigation bar.</p> <p>The reality is, it offers every visitor a simple and relevant first choice to start exploring the huge product range.</p> <p>ASOS was also one of the early retailers to provide <a href="https://econsultancy.com/blog/65357-mega-menu-design-trends-in-ecommerce-2011-vs-2014/">a mega menu</a>, but not just <em>any</em> mega menu – it has always been tailored to suit a range of buyer types and expose a wide range of the brand areas i.e. Marketplace.</p> <p><strong>Lessons to learn from ASOS include:</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/5155/Screenshot__2_.png" alt="" width="594" height="405"></p> <ul> <li>Simplify the primary navigation to reduce the choices visitors have in order to start exploring the product range.</li> <li>Provide structure and clarity of the types of navigation categories visitors have to choose from.</li> <li>If you have new-in and/or sale items, provide quick access to these areas.</li> <li>Use cookies to store which core category a visitor spends most time in, and when they come back to your homepage URL, redirect them back in to that category (this is a subtly executed spot of personalisation that ASOS provides).</li> </ul> <p><strong>Opportunities for A/B testing above and beyond what ASOS is currently doing</strong><strong>:</strong></p> <ul> <li>Repeat key USPs at the bottom or in the side of the mega menu.</li> <li>Introduce imagery to attract attention to core categories or relevant/seasonal ranges.</li> </ul> <h3>Continually communicate UVPs and USPs throughout the user journey</h3> <p>Not content with making its USP messages “pop” off the page in the header, ASOS has never been shy about repeating these message throughout the user journey.</p> <p>It’s something that another brand I admire, AO.com, also embraces, and I’ve detailed in-depth how it does this previously in my article titled: <a href="https://econsultancy.com/blog/66768-ao-com-the-best-ecommerce-experience-available-online/">AO.com: The best ecommerce experience available online?</a></p> <p>So many other retailers simply don’t do this – they feel that as they have a USP bar in their site-wide header, that is enough and they don’t want to waste precious space repeating these messages in important real estate on core shopping pages.</p> <p><strong>Lessons to learn from ASOS include:</strong></p> <ul> <li>Explore ways of using subtle animations as visitors scroll down a page to draw attention to key messages (ASOS does this on its homepage with the flying plane).</li> <li>Consider ways to repeat a key message in a highly visible part of the product page (ASOS does this under the product price).</li> <li>Add a key message aimed at persuading visitors to purchase in the bottom of the mini-basket.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/5160/UVP_in_mini_basket.PNG" alt="" width="562" height="377"></p> <ul> <li>Promote key messages in the shopping basket, whilst ensuring you don’t take the focus away from checking out.</li> <li>Utilise different visual techniques to draw attention to messages, such as simple, common iconography (remember people typically spend 99% of their time on other websites).</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/5161/UVP_in_basket.PNG" alt="" width="593" height="384"></p> <p><strong>Opportunities for A/B testing above and beyond what ASOS is currently doing: </strong></p> <ul> <li>Repeat key USPs at the bottom or on the side of your checkout pages.</li> <li>In addition to promoting USPs in the site-wide header, introduce a section within the footer which communicates core brand messages.</li> </ul> <h3>Provide a simplified, persuasive, non-committal way to begin building up your desired products</h3> <p>Wishlist functionality has been one of the out-of-box features for retailers since the late 1990s, but almost every retailer in 2016 requires visitors to register/sign-in to use it.</p> <p>For over five years, ASOS has allowed visitors to start adding items to their “saved items” without any mention or request to create an account or sign-up.</p> <p>Not only does this provide a seamless browsing experience for visitors whether they are logged in or not, but ASOS has always made “Save for Later” a core action it wants visitors to take.</p> <p>Back in 2010, James Hart (the then Ecommerce Director at ASOS) told me that the site literally sees hundreds of thousands of “saves” made every day.</p> <p>Most retailers tend to see wishlists or saved items as a nice to have but very much a low priority focus area for visitors during the browsing experience.</p> <p>ASOS is the complete opposite for good reason.</p> <p>It knows the importance of the commitment and consistency principle, which has been proven to demonstrate the increased probability of a purchase when people make a smaller initial commitment to lead up to the actual purchase.</p> <p><strong>Lessons to learn from ASOS include:</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/5162/Screenshot__1_.png" alt="" width="595" height="451"></p> <ul> <li>Don’t force visitors to have to register or sign-up in order to use the save/love/wishlist function – use cookies initially, then encourage visitors to sign-up so they can access their list across devices.</li> <li>Don’t hide away the wishlist/saved items area – encourage visitors to use this functionality and visit this area, giving it similar prominence to your shopping bag.</li> <li>Allow visitors to save items directly from the product listing pages – don’t just provide this on the product page.</li> <li>Within the wishlist/saved items area, allow visitors to move products to their shopping bag, or scroll through individual product images without having to go to the product page.</li> <li>Integrate the wishlist/saved items area in to the shopping basket to encourage increased average order values and average order quantities.</li> <li>Make saving for later an integral part of the mobile browsing experience.</li> </ul> <p><strong>Opportunities for A/B testing above and beyond what ASOS is currently doing: </strong></p> <ul> <li>Introduce a section at the bottom of your browsing pages which promote the items in your saved items area, in addition to the typical section showing recently viewed items.</li> </ul> <h3>A focus on simplicity throughout the core user experience</h3> <p>Starting from the primary navigation but moving in to filtering product listing pages, the redesigned product page template, through to the shopping basket and checkout forms, simplicity is the name of the game.</p> <p>Why reinvent the wheel when you can just deliver the essentials really well<em>,</em> <em>then</em> adding in layers of engagement and persuasion to differentiate and keep visitors coming back?</p> <p>ASOS has embraced the approach of utilising white space to provide clarity on the core functions that visitors are looking for, with the product page being a primary example.</p> <p>The product page also provides an excellent example of encouraging visitors to browse through the available images within the big arrows.</p> <p>It sounds simple because it <em>is</em>, and it’s this simplicity that people really want in the vast majority of cases in all my years of experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/5164/product_page.PNG" alt="" width="596" height="560"></p> <p><strong>Lessons to learn from ASOS include:</strong></p> <ul> <li>Focus on delivering a smooth checkout process – <a href="https://econsultancy.com/blog/64669-21-first-class-examples-of-effective-web-form-design/">form best practice</a> is your best friend, yet for many retailers, that friend is nowhere to be seen – including the often unfriendly error messages when things go wrong.</li> </ul> <p><strong>Opportunities for A/B testing above and beyond what ASOS is currently doing: </strong></p> <ul> <li>Streamline <a href="https://econsultancy.com/blog/63444-ecommerce-best-practice-the-basket-add-what-is-it-and-how-should-it-work/">the add-to-bag experience</a> if visitors haven’t selected a size or colour, rather than displaying an error message alert box which visitors have to interact with in order to make a selection. <a href="http://www.very.co.uk">Very.co.uk</a> does this extremely well and I know that it performed significantly better when it was A/B tested against the current ASOS approach.</li> </ul> <h3>What do you think?</h3> <p>Thanks for reading and I hope it has provided ideas and opportunities which you can build in to the foundations of your ecommerce experience.</p> <p>So what are the highlights of the ASOS user experience for you? What areas do you feel it could improve upon?</p> <p>Which other retailers do what ASOS does but more intuitively or more persuasively? Please leave your thoughts in the comments.</p> tag:econsultancy.com,2008:BlogPost/67534 2016-02-19T12:51:23+00:00 2016-02-19T12:51:23+00:00 From checkout to conversion: How to prevent basket abandonment Georges Berzgal <p style="text-align: justify;">Whether the customer is shopping in-store or online, a poor <a href="https://econsultancy.com/reports/customer-experience-statistics/">customer experience</a> is likely to result in an <a href="https://econsultancy.com/blog/63466-nine-case-studies-and-infographics-on-cart-abandonment-and-email-retargeting/">abandoned basket</a>.</p> <p style="text-align: justify;">So, how can you prevent valuable online customers from straying from their shopping baskets?</p> <h3 style="text-align: justify;"><strong>1. Keep it clear and simple</strong></h3> <p style="text-align: justify;">Many customers are time poor, easily distracted, and perhaps most notably, have a wide-range of other brands vying for their attention.</p> <p style="text-align: justify;">A complex or lengthy checkout process could send them running to your competitor. Today’s <a href="http://www.netimperative.com/2015/12/clunky-checkouts-causing-online-retail-woes-infographic/">average checkout process is five pages long.</a></p> <p style="text-align: justify;"><em>Wiggle's checkout</em></p> <p style="text-align: justify;"><img src="https://assets.econsultancy.com/images/0007/2149/wiggle_checkout.png" alt="" width="615" height="326"></p> <p style="text-align: justify;">Too many steps will frustrate the customer, which may result in an abandoned basket and lost revenue.</p> <p style="text-align: justify;">Implementing a step-indicator, which gives customers a clear view of their progress, will help manage their expectations during the entire process.</p> <h3 style="text-align: justify;"><strong>2. Minimise queuing time</strong></h3> <p style="text-align: justify;">Bricks and mortar shops try to prevent customers from waiting in a lengthy queue to make a purchase.</p> <p style="text-align: justify;">The same attitude must be applied online. A ‘<a href="https://econsultancy.com/blog/65457-be-our-guest-a-guide-to-ecommerce-guest-checkout-best-practice/">guest checkout</a>’ option reduces processing time, enabling customers to complete the purchase without being required to register or set up an account.</p> <p style="text-align: justify;">A third (33%) of retailers don’t offer this, which has a direct impact on the number of sales they convert.</p> <p style="text-align: justify;">Of course, capturing customer data via registration is important to enable engaging communications and personalised offers in the future.</p> <p style="text-align: justify;">You should consider presenting both options and offer incentives for customers to complete the longer registration process.</p> <h3 style="text-align: justify;"><strong>3. Avoid last minute, unexpected surprises</strong></h3> <p style="text-align: justify;">At this critical stage in the customer journey, you should do everything to encourage the sale, and avoid presenting the customer with any unexpected costs at the last minute.</p> <p style="text-align: justify;">The continued growth of promo codes, providing free shipping or money off, are <a href="http://www.retailgazette.co.uk/blog/2015/03/23041-voucher-code-use-grows-43-in-12-months">a powerful way to encourage customers to purchase.</a></p> <p style="text-align: justify;">Reduce the risk of disappointment at checkout by allowing customers to apply codes early in the process. This may also create additional revenue as customers realise they can get more for their money.</p> <p style="text-align: justify;"><em>Mulberry's single page checkout</em></p> <p style="text-align: justify;"><img src="https://assets.econsultancy.com/images/0007/2151/Mulberry_s_single_page_checkout.png" alt="" width="615" height="635"></p> <p style="text-align: justify;">You also need to avoid exposing customers to sticker shock. More than a third (38%) of online retailers are guilty of this.</p> <p style="text-align: justify;">Hitting customers with total costs at the end of the checkout process could put them off the purchase if the price is higher than they expected.</p> <p style="text-align: justify;">Whilst the majority of retailers display shipping costs on the first or second page of checkout, there remain a few who still don’t reveal the rates until page five.</p> <p style="text-align: justify;">Display a preview of the shopping basket and associated costs, including shipping costs, as early as possible during the checkout process and provide the opportunity to adjust their preference.</p> <h3 style="text-align: justify;"><strong>4. Remind customers what they are missing</strong></h3> <p style="text-align: justify;">There are many other reasons shoppers may abandon their shopping basket, and even if you address the majority you will still face abandoned baskets.</p> <p style="text-align: justify;">However, that does not mean the sale is lost. Commerce marketing automation makes it much easier to follow up with the customer to re-engage them.</p> <p style="text-align: justify;">Sending <a href="https://econsultancy.com/blog/64167-basket-abandonment-emails-why-you-should-be-sending-them/">automated abandoned basket messages</a> is an effective way to recapture the customer’s interest and remind them why they visited your site in the first place.</p> <p style="text-align: justify;">In fact, a basket reminder strategy can recover <a href="http://www.essentialretail.com/essential-ecommerce/article/566a9cf6c983b-third-of-retailers-dont-offer-guest-checkout-leading-to-basket-abandonment">as much as 25% of abandoned revenue</a>. Yet, a surprisingly high number of retailers (59%) don’t do this at all.</p> <p style="text-align: justify;">A small number (22%) send only one reminder, even though experience shows that a series of messages is more effective.</p> <p style="text-align: justify;">If you keep customers happy at checkout, and personalise the messages to those that abandon their baskets, you can go a long way toward becoming the retailer that customers come back to again and again.</p> tag:econsultancy.com,2008:BlogPost/66821 2015-08-18T09:30:00+01:00 2015-08-18T09:30:00+01:00 Key ecommerce statistics from Ofcom's Communication Market Report 2015 James Ellis <p>It seems the ecommerce market is still growing at a decent pace. Figures published in Royal Mail’s latest annual report estimate total parcel volume growth at approximately 4%. </p> <p>The business-to-consumer (B2C) and consumer-originated (C2X) parcel segments are estimated to be growing at a slightly faster rate, between 4.5% and 5.5%. </p> <p>In 2014, the Interactive Media in Retail Group (IMRG) put the value of the UK ecommerce sales at £104bn.</p> <p>This is 14% greater than the value of sales the previous year, and more than double the 2009 value.</p> <p>Online retail is accounting for an increasing proportion of total retail sales.</p> <p>Figures from the Office for National Statistics show that 11.2% of total retail sales were made online in 2014, compared to 10.4% in the previous year. </p> <p>Consumers in the UK are also shopping more on mobile devices. 40% of online retail sales at the end of 2014 were through mobile devices.</p> <p><img src="https://lh3.googleusercontent.com/-2InCrO4k7YkZ5OuEoFPpNGSV8-kLcSdWtWOk9THY3a0934kRbYhKEmAopzNFCc1faBFxygwLitb1LWBCr87rNVHGh5ZXvouybzFg7VmmvoANb3qLYrgGePxR3rD3kcOrnNheiI" alt="" width="602px;" height="295px;"></p> <h3><strong>Retail becomes more mobile</strong></h3> <p>As many marketers already know, mobile has become an integral part of retail and digital commerce offerings.</p> <p>Overall, use of mobile phones for retail activities was relatively stable between 2014 and 2015.</p> <p>Around one in four mobile internet users (26%) said they used their mobile phone to purchase goods or services in the month, the same proportion who said that they had used their mobile phone to find the location of a store. </p> <p><img src="https://lh5.googleusercontent.com/--afs8_hM2zjxQKCqemkqkO2vcCU8-oXytEGY-P776E6K6_B_dGXspVzxiYOEt79dtvXZ8F_dW56D8o4msfhfN3rCrPBi9h0ACLbO5SetYyAJ6O18mPKmq4W7-wW91-ITntkjAQ" alt="" width="601px;" height="303px;"> </p> <p>With 4G subscriptions increasing it could be expected that these trends accelerate and more consumers will become mobile shoppers.</p> <p>While mobile payments at the Point Of Sale is relatively low, it could be expected to increase once Apple Pay gains widespread traction.</p> <h3><strong>Factors affecting purchase decisions</strong></h3> <p>One in 10 consumers consider that the operator that delivers their parcel is an important factor in choosing a retailer.</p> <p>When asked to name the most important factors when choosing a retailer, over half of UK adults (56%) said that free delivery was an important factor. </p> <p>Around half (49%) considered that quick and efficient deliveries were important and three in 10 that the offer of click-and-collect services was important. </p> <p>Just over one in 10 (11%) UK adults considered that the provider used for delivery was an important factor, suggesting that consumers have little preference who provides their deliveries, as long as it does not add an additional cost to their purchase and it is quick and efficient.  </p> <p><img src="https://lh6.googleusercontent.com/lY0n-N3XygzCo2lcrSLssTSPeZWoGht2KRo9cfxlJ9Ukbc5D70UDM0HudD69FYAy8UzLKJAhbaUIEXj0FuwHjCmhR5ZkPIzMMgeqSo72b9oQKUI06Uj4TDbD3iQvh-EoQ3z5qYo" alt="" width="602px;" height="357px;"> </p> <p>A majority of consumers like to have notifications and/or tracking in place for their e-retail deliveries </p> <p>Over six in 10 (63%) of adults said that they liked to have email confirmation at each stage of delivery when awaiting deliveries from online shopping, and a similar proportion (61%) said that they liked to be able to track their parcels online.</p> <p>Features that provide more precise information about when items are likely to be delivered were cited by a significant majority of respondents. </p> <p>Around four in 10 said they wanted greater certainty of the specific delivery time: 43% said that they would like to receive texts with the exact time of delivery and 39% said they liked to have one-hour time slots for delivery. </p> <p><img src="https://lh3.googleusercontent.com/RG6xOfY5f829O8uxLJtoy_IbW8OJIobeX1nOUcymvpjptVHN4p4J3HnVRx0AF__T4uDz-vpBgkfDzGSSRNcDYLHBXt9nArXIk7RIUp-wvlMTunTnX6Hy7W1Ovwrl3cmvzOgJaL4" alt="" width="602px;" height="355px;"></p> <p>When it comes to delivery, almost seven out of 10 (68%) adults stated that delivery to the home was their preferred option.</p> <p>For delivery options away from the home, click and collect was the preferred method. 14% said that this was their preferred option.</p> <p>Preferences for other delivery methods (including parcel lockers, parcel shops and post offices) was low. None of these options were the preferred delivery point for more than 2% of respondents. </p> <p><img src="https://lh6.googleusercontent.com/4JFFGUI4UJommS5HZxqXSPJk7DprBKFjeD4v4TZsm0z2C3Zw8HNU5qAuJKxdCK55Dx2VSyO6XlbeosTwnc7bEUpNrYMK03BIKOHfsHPeKcGtuZDf4MhaDMl9VRbWFWfGLWFzXLU" alt="" width="602px;" height="325px;"></p> <h3><strong>Amazon still leading the way for digital retail</strong></h3> <p>In March 2015, 32.1m people visited Amazon on a desktop/laptop or mobile device, equivalent to two-thirds (68%) of the digital population. This was the largest digital audience among Ofcom’s comparator online retail services.</p> <p>eBay was visited by six in 10 of the digital population (59% or 28.2m), the second highest total digital audience, followed by Argos with 14.1m (an active reach of 30%) in March 2015.</p> <p>Tesco, the UK’s largest supermarket, was visited by 12.7m people i.e. 27% of the active digital audience.</p> <p>The number of people accessing the comparator retailers via desktop and laptops was generally higher than those accessing these on mobile devices, although in March 2015 more people accessed Argos, Tesco and Asda on mobile devices than on desktops and laptop. </p> <p><img src="https://lh3.googleusercontent.com/JgS90s0FlF4e5FNqxmNw-bgAOL2C-QKynQp_LCBVrSJRF4f0el6nfaSdhZ8PWqhoVgswN9_iuqJfrjXbzvAuNuFFv3ocAHkVBDmEVqqvAQPp715ZtXoB1KGBCdBvlf_qC_3kPQQ" alt="" width="602px;" height="397px;"> </p> <p>As with the other topics discussed in the Ofcom Market Report, mobile’s influence is becoming more important.</p> <p>As the report points out, several of the UK’s biggest retailers saw a bigger digital audience on mobile than desktop/laptop earlier this year. Amazon’s audiences across devices are approaching parity also. </p> <h3>For lots more up-to-date statistics…                                           </h3> <p>Download Econsultancy’s <a href="https://econsultancy.com/reports/internet-statistics-compendium/?utm_source=Econ%20Blog%20&amp;utm_medium=Blog&amp;utm_campaign=BLOGSTATS">Internet Statistics Compendium</a>, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.</p> tag:econsultancy.com,2008:BlogPost/66756 2015-07-28T09:46:00+01:00 2015-07-28T09:46:00+01:00 How to use persuasion throughout the ecommerce customer journey Kath Pay <h2>Our journey today</h2> <p>When creating and optimising our ecommerce customer journey, not only do we need to ensure that we have made this as frictionless and easy to use journey as possible, but also that we have made this journey as persuasive as possible. </p> <p>Working Psychology defines Persuasion as being:</p> <blockquote> <p>Persuasion attempts to win "the heart and mind" of the target. Thus persuasion must induce attitude change, which entails affective (emotion-based) change. Although persuasion is more difficult to induce, its effects last longer because the target actually accepts and internalizes the advocacy.</p> </blockquote> <p>Persuasion is powerful, and no I’m not meaning sly, dodgy tactics to sell snake oil.</p> <p>What I’m addressing today is tactics that assist the consumer in their decision making process by making the decision easier for them to make. </p> <p>Douglas van Praet: Unconcious Branding:</p> <blockquote> <p>Research shows that more than 90% of our decisions are unconscious.</p> </blockquote> <p>So this post is going to be showcasing and exploring what brands are currently doing at each step of the customer journey. We’ll look at sign up, email, landing page, product page, checkout and abandonment.</p> <p><img src="http://assets.econsultancy.com/public/imgur/FyHwsKZ.png" alt="" width="602" height="382"></p> <p>I’ve showcased some of the more popular persuasion tactics available and highlighted the underlying reasons as to why this persuasion tactic works.</p> <p>More often than not, most persuasion tactics can be used within multiple steps of the customer journey.</p> <h2><strong>Sign up/registration</strong></h2> <h3><strong>Persuasion tactic<em>: reciprocity</em></strong></h3> <p>The concept of reciprocity says that people by nature feel obliged to provide either discounts or concessions to others if they’ve received favours from those others. Psychology explains this by stressing that we humans simply hate to feel indebted to other people!</p> <p>When subscribing or registering for something, reciprocity is often a principle that we call upon, even if we don’t fully recognise that we’re doing so. The below example from Dorothy Perkins is a good example of reciprocity in action.</p> <p>Firstly, note the clear benefit statement at the top: “Be the first to know about events, fashion news and exclusive events”.</p> <p>We are then offered an incentive “Sign up for our newsletter and save 10%”</p> <p>It's important to note that there are 10 form fields/questions within this form, yet only four are mandatory. </p> <p>Normally, for a newsletter sign up form, this could be considered too big a request as a form, even with the majority of the fields being optional. </p> <p>However, this is where the reciprocity factor kicks in. The fact that Dorothy Perkins is giving the new subscriber 10% off means that the subscriber now wants to reciprocate and ‘balance the books’ as such and will happily fill in all the fields – even the optional fields.</p> <p>Yes you’re right, a transaction has just occurred. Dorothy Perkins has purchased permission and data, and both parties are happy.</p> <p><img src="http://assets.econsultancy.com/public/imgur/xaxZY2w.png" alt="" width="450" height="675"></p> <h3><strong>Persuasion tactic: <em>cognitive ease &gt;</em> <em>explicit visual design cue</em></strong></h3> <p>There is a law named the “Principle of Least Effort”, which covers diverse fields covering topics from evolutionary biology to web design.</p> <p>It claims that animals, people, even well designed machines will naturally choose the path of least resistance or "effort". </p> <p>Many web usability studies have shown over the years that readers only skim read pages looking for relevant information as opposed to reading word by word.</p> <p>To enable conversions designers are faced with the task of providing visual cues, not just to help guide the reader to find the content they need, but also to influence them to take action.</p> <p>The example below is utilising an explicit visual design cue in the form of an arrow. Our eyes are drawn to designs that direct action such as an arrow and this is an effective use of the arrow as it draws the reader’s eyes to the objective of the overlay – which is to enter their email address and download the whitepaper.</p> <p><img src="http://assets.econsultancy.com/public/imgur/Q0s7Vlo.png" alt="" width="1261" height="714"></p> <h3><strong>Persuasion tactic: <em>implicit visual design cue</em></strong></h3> <p>Implicit directional cues, unlike their explicit counterparts are more subtle and use such things as positioning and line of sight to direct the readers eyes to the objective.</p> <p>In the case of the below example, the women’s eyes are looking directly at the form, which is the objective of the page. Consumer’s look to the brand for guidance on what to do next.  </p> <p>By using the line of sight using the women’s directional gaze, it is made clear to the consumer what action needs to be performed.</p> <p><img src="http://assets.econsultancy.com/public/imgur/egH4zz4.jpg" alt="" width="1385" height="806"></p> <h2><strong>Email </strong></h2> <h3><strong>Persuasion tactic: <em>anchoring</em></strong></h3> <p>Anchoring is a cognitive bias that describes the common human tendency to rely too heavily on the first piece of information offered (the “anchor”) when making decisions.</p> <p>During decision making, anchoring occurs when individuals use an initial piece of information to make subsequent judgements.</p> <p>For example, the initial asking price for a retail item sets the value, so that the sale value seems even more appealing. In other words the mind is more biased by first impressions. </p> <p>In this example below from Woot!, we see Anchoring in action. Simply by having the strikethrough on the original price of $17.99, it clearly states to us, without having to do any mental gymnastics, what the value of the product is and the anchor is set. </p> <p><img src="http://assets.econsultancy.com/public/imgur/xFCChkx.png" alt="" width="864" height="629"></p> <h3><strong>Persuasion principle: <em>emotion</em></strong></h3> <p>As humans, we tend to pride ourselves in thinking we consciously make decisions by carefully analyzing all the information available and then deciding what the best option is.</p> <p>However, like it or not, we subconsciously make purchasing decisions based upon our emotions and then we post-rationalise these decisions to come up with a suitable reasoning as to why we made that decision. </p> <p>In his book, Unconscious branding, Douglas van Praet said:</p> <blockquote> <p>Influence is born by appealing to the emotions while overcoming rational restraints.</p> </blockquote> <p>He also revealed that research shows that <strong>more than 90% of our decisions are unconscious</strong>.</p> <p>A lovely example below is an email from Hilton Hhonors. The copy is wonderfully persuasive – “Exclusive Travel Specials”, “escape to your paradise”, “unforgettable memories” and finally the Call-To-Action “treat yourself to the getaway you deserve”.</p> <p>This is compelling and evocative copy, hooking our emotions into finding out more about the offers available.</p> <p><img src="http://assets.econsultancy.com/public/imgur/YmtP8Ji.png" alt="" width="756" height="600"></p> <h3><strong>Persuasive principle: <em>scarcity &amp; loss aversion</em></strong></h3> <p>Humans have two main drivers – to avoid pain or to gain pleasure. These two drivers are key to every action we take and when we’re faced with either the fact that their availability is limited or we might lose the ability to acquire them on favourable terms, then they appear more attractive to us.</p> <p>This is why we tend to act quickly when we’re told that this is the last one, or that <a href="https://econsultancy.com/blog/64333-what-is-scarcity-marketing-and-should-you-use-it/">the special offer won’t last.</a></p> <p>Studies have proven that we’re more likely to act based upon loss (avoid pain) than gain (gain pleasure). This is because gains are fleeting and losses linger. People behave irrationally to avoid loss. So to take advantage of this, promote your product’s limited quantity. </p> <p>The below email from Banana Republic uses loss aversion three times within it. Phrases such as “cannot be missed, “It’s your last chance!” and “(Hurry it expires soon!) are all designed to tug on our ‘missing out’ emotions.</p> <p>No one likes to be the person who missed out and as a push channel, email is a perfect channel to use this tactic.</p> <p><img src="http://assets.econsultancy.com/public/imgur/w91Qsxv.png" alt="" width="668" height="705"></p> <h2><strong>Landing page/homepage</strong></h2> <h3><strong>Persuasive principle: <em>social proof</em></strong></h3> <p>Robert Cialdini, the author of <em>Influence: The Psychology of Persuasion</em> states “People see an action as more appropriate when others are doing it”.</p> <p>This principle relies on the adage "safety in numbers." For example, we're more likely to work late if our colleagues are doing it, put a tip in a jar if it already contains money, or eat in a restaurant if it's busy.</p> <p>We are simply assuming that if others are doing it, then it must be OK. Ask yourself – when driving have you ever joined the long cue rather than the short cue as you felt that it was the ‘safer’ cue. This in effect similar to ‘herd mentality’ and we can harness this to our benefit.</p> <p>A test was run on Betfair’s homepage using VWO. The goal was to increase clickthrough’s to the registration page. It tested reciprocity, loss aversion and <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce">social proof</a> to see which one would deliver the best results.</p> <p>The winner of this test was social proof, resulting in 7% more clickthroughs to the registration page. Not only did this test find a version that provided an immediate uplift – but it also gave insight as to what motivates the audience – obviously the adage ‘safety in numbers' resonates well with their audience.</p> <p><img src="http://assets.econsultancy.com/public/imgur/njzjqzz.jpg" alt="" width="634" height="362"></p> <h3><strong>Persuasion tactic: <em>cognitive ease &gt; explicit visual design cues</em></strong></h3> <p>Emaze’s homepage uses explicit visual design cues well. Using conversion-centred design principles, we can see that on the right is the main call-to-action “Start now! It’s free”.</p> <p>And helping us along the way is an explicit visual design cue – an arrow, pointing us in the right direction to help us achieve our objective and provide advice of what to do next. </p> <p>Speaking of advice, if however, you aren’t ready for taking the leap into a free trial, but require some nurturing instead then they’ve got an arrow for that too! “learn more”.</p> <p>I love it. Emaze is directing visitors into the most appropriate action according to their lifestage and using explicit visual cues in the form of arrows to do this – and all of these directions are taking place above the fold.</p> <p><img src="http://assets.econsultancy.com/public/imgur/805caRh.jpg" alt="" width="1356" height="734"></p> <h3><strong>Persuasion tactic: <em>Hicks law/paradox of choice</em></strong></h3> <p>Hick’s Law is a common principle of design, and is the design consequence that the time it takes to make a decision increases as the number of alternatives increase.</p> <p>The law itself is used to estimate the time it will take someone to make a decision when presented with multiple options. Essentially it refers to the finding that too much choice leads to being overwhelmed to the point of indecision – leading to ‘Decision Paralysis”. It also can be known as The Paradox of Choice.</p> <p>Optimisation experts Unbounce are strong believers in the philosophy of ‘less is more’ in regards to landing pages. So much so, it was put to the test. On the control version other content was offered in addition to the whitepaper while the variant only offered the whitepaper as available content. The variant increased downloads by 31%.</p> <p><img src="http://assets.econsultancy.com/public/imgur/pkNqYRJ.png" alt="" width="1142" height="505"></p> <h2><strong>Solutions/product page</strong></h2> <h3><strong>Persuasion principle: <em>von Restorff Effect</em></strong></h3> <p>Also called the isolation effect, this predicts that an item that “stands out like a sore thumb” is more likely to be remembered than other items. For example, if a person examines a shopping list with one item highlighted in bright green, they will be more likely to remember the highlighted item than any of the others.  </p> <p>A very obvious, simple yet extremely effective way to take advantage of this is to apply this to your calls-to-action.</p> <p>Think of your call-to-action as the task that you want them to perform. If it’s hidden and is difficult to see, then it will be difficult to action – so make it punchy and persuasive, as seen in this great example from ASOS.</p> <p>Not only is the call-to-action punchy and eye-catching, but it is positioned in alignment with the journey flow on this page as well as having an applicable and yet persuasive and assuring copy.</p> <p><img src="http://assets.econsultancy.com/public/imgur/fJpckcq.png" alt="" width="1015" height="597"></p> <h3><strong>Persuasion Principle: <em>anchoring</em></strong></h3> <p>In this great example from Joanna Wiebe of Copybloggers, the Anchor tactic was used to great effect by simply reversing the order of the pricing packages. The original order started with cheapest package on the left and increasing in pricing as you go right.  </p> <p>However, when the most expensive pricing was moved to the left and was used as the anchor, there was an uplift of 500% in clickthroughs. By having the more expensive pricing as the first price, it has set our value of the product as being this price and anything less than this price is very good value.</p> <p><img src="http://assets.econsultancy.com/public/imgur/woUOeeS.png" alt="" width="650" height="585"></p> <h2><strong>Checkout</strong></h2> <h3><strong>Persuasion principle: <em>Hicks Law/paradox of choice</em></strong></h3> <p>Theoretically what this checkout login page is trying to do is to ensure they have an option for everyone – which is no bad thing.</p> <p>However, in reality, the page is messy and confusing and results in many prospective customers abandoning at this point. The problem? There are too many choices.</p> <p>This step in the process is disruptive in itself – the consumer has happily added items to their basket and now want to pay for them and have them delivered – yet, this page is what stands in their way from continuing the happy shopping experience.</p> <p>It is demanding that the consumer stop and think and this act in itself often halts an enjoyable shopping journey prematurely in its tracks. Too many choices and too busy.</p> <p><img src="http://assets.econsultancy.com/public/imgur/p6jvYnC.png" alt="" width="707" height="400"></p> <p>As an alternative, this checkout login page from Wren Bathrooms has taken the non-disruptive route and ensured it is a smooth and continuous journey for the customer – answer two simple questions and you can continue on your journey.</p> <p><img src="http://assets.econsultancy.com/public/imgur/SaFk0Km.png" alt="" width="1052" height="711"></p> <h3><strong>Persuasion principle: c<em>ommitment &amp; consistency</em></strong></h3> <p>The principle of commitment &amp; consensus declares that we human beings have a deep need to be seen as consistent.</p> <p>As such, once we have publicly committed to something or someone, then we are so much more likely to go through and deliver on that commitment…hence consistency. This can be explained, from a psychological perspective, by the fact that people have established that commitment as being in line with their self-image.</p> <p>This picks up from the above simple checkout page where a first-time customer has continued through to purchase and after purchase they are asked to provide a password to create an account.</p> <p>This process uses Cialdini’s commitment and consistency principle by calling upon the fact that after having added all the necessary details to create an account during the purchase process, all they had to do was provide one more detail and they would then be advantaged when they shop next time.</p> <p><img src="http://assets.econsultancy.com/public/imgur/TA8Ys7x.png" alt="" width="678" height="623"></p> <h2><strong>Abandonment </strong></h2> <h3><strong>Persuasion tactic: <em>cognitive ease &gt; implicit visual cue</em></strong></h3> <p>Subtle but very effective, this overlay is calling upon the direction that the model is facing to ensure that the customer’s eyes are drawn towards the call-to-action and not away from it.</p> <p>It helps to contain the task and offer within the overlay and very simply and nicely supports the call-to-action. </p> <p><img src="http://assets.econsultancy.com/public/imgur/tVkN2yl.png" alt="" width="1356" height="734"></p> <h3><strong>Persuasion tactic: s<em>carcity &amp;</em> l<em>oss aversion</em></strong></h3> <p>Nothing communicates scarcity and triggers loss aversion so effectively as a live countdown clock.</p> <p>In the below cart abandonment email from Wowcher, the Anchor principleis used, while the email is also triggering the need to act soon by using a real-time countdown clock.</p> <p><img src="http://assets.econsultancy.com/public/imgur/jzC5TDu.jpg" alt="" width="650" height="875"> </p> <p>So, why not review your current ecommerce customer journey and see if you identify any potential opportunities to leverage these effective persuasion tactics? </p> tag:econsultancy.com,2008:BlogPost/66653 2015-07-03T10:36:00+01:00 2015-07-03T10:36:00+01:00 How to achieve better results from your website Mark Patron <p>However for three years in a row, A/B testing has remained the most used method for improving conversion rates, with over half of companies surveyed by us saying they use it.</p> <p><img src="http://assets.econsultancy.com/images/resized/0004/2308/improving-blog-full.jpg" alt=""></p> <p>So with this in mind, here is a simple way to improve prioritisation of tests to get better results.</p> <h3>Use a spreadsheet to filter and prioritise your tests</h3> <p>The spreadsheet should list the main facets of each test. Is it a copy, page layout, image or navigation test? </p> <p>List where the test is, does it test the checkout process, landing pages or call to action buttons? Is the test for different user segments?</p> <h3>Once tests are finished record the results</h3> <p>As test results build up you can see what types of test generate the best results. Use the spreadsheet to better predict what future tests may yield. </p> <p>It will become clear if there are areas you are not testing enough. You may well find that your tests are skewed towards easy to test things such as copy and lay-out, whereas more difficult areas to test such as the checkout process generate better results. </p> <h3>Prioritise tests by expected lift and difficulty</h3> <p>This approach makes the testing process more objective helping to minimise the HIPPO (highest paid person's opinion) factor. </p> <p>It gives you an easy to use record of what tests have been done and helps drive a structured approach to testing and conversion rate optimisation. This is something Econsultancy's research has shown to be key to generating better results. </p> <h3>Regularly review the spreadsheet criteria you use</h3> <p>For example, a retailer may find that optimising the product selection process yields good results so it is worth adding to the spreadsheet. </p> <p>In the roundtable we also discussed the challenges of management and structure. Centralised responsibility for testing is in danger of becoming a bottleneck. Testing is a little bit like web analytics was ten years ago. Then analytics was centralised whereas today it is much more accessible. </p> <p>A similar pattern may emerge with website testing over the next 10 years.</p> <p><em>For a deeper look at the types of conversion strategies and tactics organisations are using, in addition to the tools and processes employed for improving conversion rates, download our latest <a href="http://econsultancy.com/reports/conversion-rate-optimization-report">Conversion Rate Optimisation Report</a>.</em></p>