dreams - richard voyce - no sleep 'til checkout
Post on 15-Jul-2015
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No sleep ‘)l Checkout
Richard Voyce Head of eCommerce, Dreams Ltd
The UK’s Leading Bed Specialist with over 160 retail stores and
digitally at dreams.co.uk
Founded in 1985 – Celebra)ng 30 years heritage
CommiRed to providing expert customer service and advice
Retailer of quality maRresses, bed frames, divans, bedroom furniture and soU furnishings.
Many products are hand-‐craUed in the UK at the Dreams
Bed Factory.
Owned by Sun European Partners since March 2013
Drivers for change • Increase speed through checkout • Simplify user experience • Mobile & tablet device friendly • Reduce abandonment • Increase conversion • Increase ATV • Increase service & delivery aRachment
Considera)ons for change • Device & browser specific requirements • Management of the customer journey • Defini)on of user case scenarios • A/B test to validate hypothesis • Flexibility to adapt solu)on
Home Page • Introduce benefits early in the shopping process, target new visitors
Product Page • SoUly introduce product specific benefits and op)ons before the checkout
Product Page • Show payment op)ons
• Introduce Finance op)ons, triggers and monthly repayments to drive ATV • State delivery op)ons and )mes
Create Confidence • Security • Trust
Provide Help & Support • Make help content obvious • Don’t loose the sale -‐ show alternate checkout op)ons: Telesales, Stores etc • Use Live Chat to reassure uncertain customers
Opportuni8es • Start to push addi)onal services/guarantees • Up-‐sell aRachments of complementary products
PayPal Express checkout • Simplify the mobile checkout
• Fast-‐track through the checkout – reduce keystrokes • Log in to PayPal, Review order and Complete
De-‐CluAer • Remove any distrac)ons to keep the focus on comple)ng the checkout
• Experiment taking out all naviga)on and links • Only ask for the essen)al data. Further informa)on can be requested later. • Fix valida)on errors • HTML5 form fields
Recover Abandonments • Dropped Basket emails with strategic plan for re-‐engaging customers • ‘Email me my cart’ feature
• Cross-‐ device recovery allows users to migrate their cart across mul)ple devices
Encourage upgrades • Give good reasons to upgrade services
• Op)mise presenta)on and tone of voice
Manage Expecta8ons • Guide the user clearly through the checkout steps • Avoid surprises, be upfront on costs • State selected sizes/op)ons to reduce cancella)on rates • Be clear on delivery dates/)mes and what happens next
The Results • Mobile conversion rate +22% YOY • Mobile revenue +121% YOY • Tablet revenue +7% • ATV +18% • Online sales growth +26% YOY
Advice • Mobile first • Incremental gains collec)vely make a big difference • Test & trial con)nually • Data driven decision making • Learn through session replay
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