monsoon checkout presentation-slideshare
Post on 04-Jul-2015
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CONTENT & COMMERCE
STEPHEN KENEALY
@stephenkenealy - @magentomeetup - @monsoonconsult
www.monsoonconsulting.com
The Psychology of the
Checkout
POINTERS TO REMOVE FRICTION
AT THE CHECKOUT
IDENTIFY SOME GOOD USER EXPERIENCES
TEST, TEST, TEST
WE HATE PARTING WITH OUR MONEY.
IT ACTUALLY CAUSES US PAIN.
THE ORBITOFRONTAL CORTEX
WHAT WE ALL THINK OUR CHECKOUT FEELS LIKE
FOR OUR CUSTOMERS…
WHAT IT MIGHT ACTUALLY FEEL LIKE…
THE CHECKOUT FLOW IS WHERE
THE MONEY IS AT
On high traffic, high volumeecommerce sites small improvements
can make a huge difference.
ABANDONED CARTS ARE AN ALMOST UNIQUELY
ONLINE PHENOMENON
SO THE SIMPLE QUESTION IS…
‘How do we get more peopleto go through our checkout flowand complete their purchase?’
THE FOGG BEHAVIOUR MODEL IS A GOOD FRAMEWORK
BEHAVIOUR = MOTIVATION X ABILITY X TRIGGER.HIGH MOTIVATION, TRIGGER IN PLACE, NICE AND EASY TO DO.
SO HOW DOES AMAZON DO IT?
STEP 1Click through
from email
STEP 2Add to Cart
STEP 3Login –
Enter Password
STEP 4Click ‘Proceed’
STEP 5Buy
Email showingpreviously browsed
items
Product DetailPage
Login Page Cart Summary Order Page
ADD TO BASKET/CART
The moment a visitor to your siteadds an item to their basket they are not
browsing, they are shopping!
SO WHAT SHOULD HAPPEN NEXT…
ADD TO BASKET
SHOW A STRONG VISUAL CUE THAT THERE IS SOMETHING IN THE BASKET.
Show ‘Cart Add’ confirmation and
remain on the same page
Transfer the user to the cart page
OR
MAKE SURE AND DISPLAY YOUR
CART CONTENTS WELL
Clarity & Control
NICELY DONE SHOPPING CART
PERSISTENT COOKIE FTW!
Shoppers can take several visits before finalising a purchase.
33% of men and 38% of women reported the last time they abandoned a cart, it was due to
“not being ready to purchase” (Forrester)
Carts are used as wish lists.
CHECKOUT TYPES
MULTI-STEP ONE STEP/PAGE ACCORDION
TO REGISTER OR NOT TO REGISTER
25% of Shoppers will bail on you due to forced registration.
Always offer ‘Guest Checkout’ –and then be nice (and clever)
Never Say ‘Register’ –Ask the ‘New Customer?’ question
Offer Account Creation onthe ‘Thank You’ page
TOO MANY CHOICES CAUSE CONFUSION
BEFORE ASOS WERE DOING THIS…
SAME INFORMATION REQUIRED, NEW DESIGN
SO WHEN YOU CLICK ‘NEW’, WHAT HAPPENS?
Killing the old approach andswitching to the current page reduced
abandonment by 50%!
IT’S FORCED REGISTRATION, BUT VERY NICELY PACKAGED…
ASKING FOR AN EMAIL UPFRONT WILL HELP YOUR
ABANDONED CART RECOVERY PROCESS
MAKE YOUR CHECKOUT FAST
And not just the Checkout,but your entire website.
And then don’t make itcompulsory
DON’T ASK FOR
UNNECESSARY INFORMATION
If you are using Multi-Step,Show Clear Progress Indicators
Try and provideshipping and tax charges
upfront
Avoid poorly designedmobile checkout forms
UNCLEAR ERROR HANDLING
Ask for Credit CardDetails Last – Ask for Shipping first
then billing
USE SKEUMORPHICS TO MIMIC
THE REAL WORLD PROCESS
YOUR CHECKOUT IS SECURE, BUT MAKE IT ‘LOOK SECURE’ AND TELL YOUR CUSTOMERS
PCI Compliance
STORE CREDIT CARD DETAILS?
Q & A
THANK YOU
@stephenkenealy
www.monsoonconsulting.com
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