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At ConversionVoodoo we've found that the gains pulled out of cart-work are staggering vs. other areas in your funnel - 50%+ improvements to be had even on high

by aresant 14y ago

At ConversionVoodoo we've found that the gains pulled out of cart-work are staggering vs. other areas in your funnel - 50%+ improvements to be had even on high volume / "well optimized" projects (10k+ sales/mo). Three easy places to start: a) Simplify the UI - Make it as simple as possible for people to enter their payment details - large fonts, cross-browser tested, minimal pages, optimized for the lowest screen resolution of your average user on up. b) Reiterate TRUST messaging - testimonials or buying popular symbols (Verign /McAfee / etc) and even dialing in the PLACEMENT of those logos is high-value eg http://www.conversionvoodoo.com/blog/2010/07/proper-placement-of-trust-logos-can-make-a-huge-difference-in-conversion-rate/ http://www.conversionvoodoo.com/blog/2010/07/proper-placemen... e) Implement a Cart Abandon strategy - either sending "instant discounts" via email good for 24hrs to complete order, calling dropped carts, or hitting a pop-up of live help or similar is easy money. Add to this all the usual - proper messaging on buttons, lightning fast response times, mobile optimized version too, etc and you instantly gain a massive advantage over your competitors.

paraschopra 14y ago
We have got numerous case studies on the checkout page http://visualwebsiteoptimizer.com/case-studies.php http://visualwebsiteoptimizer.com/case-studies.php Some of the common tactics that have worked for our customers: - Providing a summary of what they have ordered and making sure there are no hidden surprises (extra taxes or shipping charges) - Adding trust indicators like Verisign seal (yes, they really work!) - Not requiring them to create an account just to checkout - Adding phone number and physical address that customers can reach out in case they need help - Good looking design (people subconsciously associate good design with higher trust. If you have an odd color, or a grammatical mistake, or a dangling element, it tells how careless you are at designing the most critical page, so you would be careless with their money as well)
akldfgj 14y ago
Wow, I am not a target customer for modern e-commerce. I would never return to a store that had behaviors like this: > e) Implement a Cart Abandon strategy - either sending "instant discounts" via email good for 24hrs to complete order, Training users to haggle at checkout and not trust the list prices > calling dropped carts. harassing people offline after they leave your store? > or hitting a pop-up of live help Does anyone believe in live help? All I ever see it do it block content I am trying to read, providing the equivalent of menu-driven CLI (the scripts agents follow) when I already have a powerful GUI in front of me.
- ovi256 14y ago
  patio11 and other wise people have said this much better than me, but here goes: you are not like most people. You are likely to be a hacker, engineer or at least a computer power user. Most people are not. These techniques will work and print money with these other people which are not like you, and they are the majority.
  - nitrogen 14y ago
    patio11 and other wise people have said this much better than me, but here goes: you are not like most people. After realizing this, one must then get over the idea that accepting money from such people is unethical.
    - rahoulb 14y ago
      Why is it unethical? Many people are nervous - even scared - when purchasing online, because of the numerous stories of "having stuff hacked". Live help lets them know there's a human being at the end of the line. Abandoned carts are often a manifestation of that fear - so again, contacting them afterwards lets them know that there's a real person there. And many people like the idea of something but when it comes to the actual commitment get cold feet - discounts can help in that case.
      - nitrogen 14y ago
        I didn't say it is unethical, just implied that it's possible to have the idea that it's unethical. Maybe accepting money from less technologically capable people feels like unfair manipulation to some. Maybe the idea was planted as unwitting sabotage by intimidated, less technologically capable people trying to counteract a feeling of inferiority.
- shinratdr 14y ago
  > Training users to haggle at checkout and not trust the list prices Definitely, this is quite a risky one. Just speaking for myself if I notice a Cart Abandon strategy, I will always abandon my cart in the future to keep getting the dicsount.

by aresant 14y ago

paraschopra 14y ago

We have got numerous case studies on the checkout page http://visualwebsiteoptimizer.com/case-studies.php http://visualwebsiteoptimizer.com/case-studies.php Some of the common tactics that have worked for our customers: - Providing a summary of what they have ordered and making sure there are no hidden surprises (extra taxes or shipping charges) - Adding trust indicators like Verisign seal (yes, they really work!) - Not requiring them to create an account just to checkout - Adding phone number and physical address that customers can reach out in case they need help - Good looking design (people subconsciously associate good design with higher trust. If you have an odd color, or a grammatical mistake, or a dangling element, it tells how careless you are at designing the most critical page, so you would be careless with their money as well)

akldfgj 14y ago

Wow, I am not a target customer for modern e-commerce. I would never return to a store that had behaviors like this: > e) Implement a Cart Abandon strategy - either sending "instant discounts" via email good for 24hrs to complete order, Training users to haggle at checkout and not trust the list prices > calling dropped carts. harassing people offline after they leave your store? > or hitting a pop-up of live help Does anyone believe in live help? All I ever see it do it block content I am trying to read, providing the equivalent of menu-driven CLI (the scripts agents follow) when I already have a powerful GUI in front of me.

ovi256 14y ago
patio11 and other wise people have said this much better than me, but here goes: you are not like most people. You are likely to be a hacker, engineer or at least a computer power user. Most people are not. These techniques will work and print money with these other people which are not like you, and they are the majority.
- nitrogen 14y ago
  patio11 and other wise people have said this much better than me, but here goes: you are not like most people. After realizing this, one must then get over the idea that accepting money from such people is unethical.
  - rahoulb 14y ago
    Why is it unethical? Many people are nervous - even scared - when purchasing online, because of the numerous stories of "having stuff hacked". Live help lets them know there's a human being at the end of the line. Abandoned carts are often a manifestation of that fear - so again, contacting them afterwards lets them know that there's a real person there. And many people like the idea of something but when it comes to the actual commitment get cold feet - discounts can help in that case.
    - nitrogen 14y ago
      I didn't say it is unethical, just implied that it's possible to have the idea that it's unethical. Maybe accepting money from less technologically capable people feels like unfair manipulation to some. Maybe the idea was planted as unwitting sabotage by intimidated, less technologically capable people trying to counteract a feeling of inferiority.
shinratdr 14y ago
> Training users to haggle at checkout and not trust the list prices Definitely, this is quite a risky one. Just speaking for myself if I notice a Cart Abandon strategy, I will always abandon my cart in the future to keep getting the dicsount.