dreams - richard voyce - no sleep 'til checkout
TRANSCRIPT
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