optimizing your checkout flow for conversions (w blue acorn)

Optimizing your Checkout Flow for Conversions

Your presenters

Chad LedfordChief Revenue Officer

+ Co-Founder

Jay AtkinsonDirector of eCommerce

Optimization

I. Quick Intro

II. Testing and Optimization

III. Checkout Campaigns that Boost Conversion Rates

IV. Final Thoughts

V. Q&A

Agenda

AddShoppersWe track and optimize the Shopper Journey with our suite of marketing Apps designed to increase our clients’ Average Revenue Per Visitor (ARPV) without having to go through I.T.

10,000+ Users Worldwide

Blue AcornFounded in 2008, Blue Acorn is an award-winning eCommerce agency that specializes in design, development, and optimization for midsize and enterprise-level brands. Magento's 2015 North American Partner of the Year, Blue Acorn has an experienced team of optimization experts and developers with a long history of creating and executing strategies that solve even the most complex testing and personalization challenges.

Testing and OptimizationBest Practices + Results

What’s Optimization Testing and Why is it Important?

Control Variation

I. Design

II. Checkout Buttons Testing

III. Mobile Best Practices

IV. Social Login/Data Collection

V. Checkout Flow

Talking Points

DesignPracticality Versus Beautification

Orig

inal

Var

iatio

n

Checkout Buttons TestingMore Than Colors And Fonts

Image courtesy of ConversionXL

Mobile Best Practices Different Tests For Different Devices

Screen Size

Physical Versus Virtual Keyboard

Social Login / Data CollectionAre Your Customers Social Savvy?

Checkout FlowMake It Dead Simple

SimplificationCheckout processes have went round and round

to make them easier over the last 5 years

One Page vs Multi-page Checkout

More information isn’t always betterDisplaying the pricing information throughout checkout will build trust with

customers by showing price and also remind them of the value they are receiving with products

+0.49%

Checkout PageCampaigns

that boost conversion rates

6 creative campaigns to improve the checkout flow.

General cart page

Cart value

1

2

3

Mobile 4

5 Social

6 Post purchase

Personalized

General Cart Page

Why Shoppers Abandon Their Carts?

Want to shop around

Searching for a coupon

Got distracted

1

2

3

High shipping costs4

Beforeshabbyapple.com, a women’s clothing boutique, had no cart abandonment

strategy in place.

AfterThey designed a full-screen cart abandon modal, which offered free shipping on

shoppers’ current carts.

60

50

40

30

20

10

Modal Conversion Rate

ResultsShabby Apple saw huge success utilizing this cart abandonment strategy.

Their modal resulted in a 34.49% conversion rate.

So, over ⅓ of carts that would have been abandoned were saved!

34%

BeforeA leading precious metals retailer had no cart abandonment strategy in place.

AfterAbandonment triggers modal that links directly to live chat.

60

50

40

30

20

10

Cart Page Conversion Rate

ResultsThis campaign was tested with a control group.

The control group tracked a 28% cart page conversion rate, while the group that saw the modal tracked a 32% conversion rate.

That’s a 14% lift in cart page conversion rate! 28%

32%

Control Campaign

Personalized

Why Personalize the Checkout?

Increase brand loyalty

Higher performance by using 1st party data

Create “wow” moments

1

2

3

Beforeoldtimecandy.com, a specialty candy retailer, ran a successful yet non-creative

email capture modal.

AfterThey sweetened their stagnant on-site campaigns with 1:1 personalization

through data collected by Social Login.

30

25

20

15

10

5

Modal Conversion Rate

ResultsOld Time Candy’s 1:1 personalized modals capture 644% more emails.

They also have a 16% higher conversion rate to purchases than their non- personalized modal.

16% Higher

Cart Value

Why Cart Value Based Campaigns?

More control over margin

Targeted free shipping

Get more aggressive with higher cart values

1

2

3

BeforeFree shipping promo gets lost in top bar.

AfterDynamic promotions deploy in three tiers based on current cart value.

12

10

8

6

4

2

Conversion Rate

ResultsThis campaign was tested with a control group.

The control group tracked a 3.29% conversion rate, while the campaign group tracked a 7.09% conversion rate.

That’s a 116% lift in conversion rate!

3.29%

7.09%

Control Campaign

Mobile

Why Target Mobile?

Early Adoption Opportunity

Low Conversion Rates

Reverse the “Browse Only” Mindset

1

2

3

Beforethevioletvixon.com struggled with low mobile conversion rates.

AfterTheir mobile-only behavioral targeting modal is now one of their highest

converting campaigns.

12

10

8

6

4

2

Conversion Rate

Results10% of traffic that interacts with this mobile-only offer converts to a sale.

50% of emails captured across all devices are now captured through this mobile offer.

10%

Social

Why integrate social?

Improve 1st party customer data collection

Opportunity to drive like-minded referral traffic

1

2

Make customers work for an incentive3

Beforelostgolfballs.com was losing shoppers due to cart abandonment.

AfterThey curbed abandonment by adding a share-for-coupon option to their cart

page. This eliminated the need to leave the cart in search of a coupon.

12

10

8

6

4

2

Revenue Increase

ResultsLost Golf Balls tracked a 9% overall revenue increase within 30 days.

They also saw a 1,048% increase in social traffic generated in the same time frame.

9%

Post Purchase

Why post purchase campaigns?

30% of sharing happens post purchase

Helps increase LTV of a customer

Customers like to brag about their purchases

1

2

3

BeforeMissioncute.com had nothing in place to drive engagement post purchase.

AfterTaking advantage of the opportunity to continue the relationship with the

customer.

30

25

20

15

10

5

Refer-a-Friend Join Rate

ResultsOver 20% of their post purchase traffic now joins their refer-a-friend program.

20%

To learn more about AddShoppers, join an upcoming live demo:

addshoppers.com/live-demo

Additional Questions? Follow Up?

chad@addshoppers.com@ChadLedford

jay.atkinson@blueacorn.com @jatkinson10

To learn more about Blue Acorn, visit:

blueacorn.com