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