October 21, 2009

How Many Steps in Checkout Are Used by Top 10 Converting Websites in August 2009

In this post we will have a look at top 10 online retailers by conversion rate and their checkouts and how many steps they use. Do they use one page checkout? What is the average number of steps in their checkout? So what’s the result? Not a single one of these top 10 online retailers by conversion rate is using  one page checkout process! 3 step checkout process –  used by 50% of the top 10 online retailers 4 step checkout process – used by 20% of the top 10 online retailers 5 step checkout process – used by 20% of the top 10 online retailers 6 step checkout process – used by 10% of the top 10 online retailers schwans.com proflowers.com vitacost.com womanwithin.com blair.com 1800flowers.com abebooks.com amazon.com qvc.com drsfostersmith.com Conclusion: there is no clear formula for the number of steps in checkout process. What can work for one retailer […]
July 27, 2009

One Page Ajax Checkout – 5 Reasons Why Not

Should you use one page Ajax checkout? Here are 5 reasons not to. 1. I have found mostly complaints from website owners than anything good about one page checkouts as you can read from the selected forums below: http://www.webproworld.com/ http://www.magentocommerce.com/ 2. Gap.com is the only top 500 online retailer using a one page Ajax checkout but according to econsultancy.com posted in January 2009 Gap.com saw some decrease in conversion rates in their one page Ajax checkout. Gap.com is still using the one page Ajax checkout till now. NOTE: as we all know, TOP 500 retailers are very quick in implementing new things, especially if those things increase conversion rates. Apart from gap.com I can’t recall any other stores using one page checkout. 3. According to this post from getelastic.com, three step checkout process convert the best at 6.2% whereas one page checkout converts at only 2.5% as you can see […]
July 24, 2009

What Shopping Carts Are Used by TOP 500 Retailers

I am always fascinated by successful, well known online stores and their features, and this is where I am get inspiration from for our projects. Usually they are the first to introduce something new to enhance their visitors experience, so that they can gain a competitive advantage and more sales. So what shopping carts are these “big boys” making hundreds of millions dollars using and how much does it cost them? NOTE: this is for illustrative purposes only and not an exhaustive list of shopping carts and online stores. ATG shopping cart is used by: bestbuy.com, target.com, officemax.com, B&Q, landsend.com Certona shopping cart is used by: victoriasecret.com DemandWare shopping cart is used by: ninewest.com, timberland.com And how much? Prices are around 50k+ per year. What do you get for that money? Shopping carts that automate and personalize the online buying experience for your visitors. Business and customer analytics, multivariate testing […]
July 1, 2009

Perpetual Shopping Cart Have Significant Impact on Your Conversion

Marketing Sherpa published in April research about website tactics that boost conversion. In the table below you can see that perpetual shopping carts along with optimized internal search results have shown the highest up-lift in conversion. A staggering 64% of respondents found a perpetual shopping cart to be an effective way of boosting sales. So let’s have a look at the biggest improvement –  “Perpetual Shopping Carts”. Perpetual shopping carts display the number of items in the cart and sub-total as a shopper navigates the site. The best examples I have found were from the previous and current circuitcity.com website and from onlineshoes.com. What you can also notice on onlineshoes.com website is that right below the cart you can see “recently viewed” items, a feature sometimes missing on many online stores. After browsing the onlineshoes.com website for a while, you will discover that from a user perspective it’s really a […]
June 30, 2009

Shopping Cart Abandonment Rates Rise

Shopping cart abandonment rates for US online retailers have risen over the past 12 months, with 60% of US seeing abandonment rates of over 20% this year. This information comes from a survey by the etailing group, so why are so many customers abandoning the process, and what can they do about it? Another study of US online shoppers by PayPal and comScore found that 45% had abandoned carts more than once over a three week period, leaving behind baskets worth an average of $109. So what are the reasons for abandonment and what can etailers do to minimize this? Continue reading……
June 27, 2009

Discount Codes in Checkout Process and How to Deal With Them

If you are an online retailer using discount code box in your checkout,then it is very likely that discount box itself is costing you thousands in affiliate commissions each month to affiliates who actually didn’t refer the sale. In the example below from shoes.com you can see the discount code box, but as I don’t have one, I decided to look for it on the internet, and I have found plenty of websites with shoes.com discount code. The problem is, I came to shoes.com site via PPC advertising, so it cost them money. Once I  arrived into the checkout, I realized that I didn’t have any discount code and decided to look for it on the internet as anyone else does. I found plenty of sites with shoes.com discount codes. The problem for retailers like you is that those coupon code website quietly installed an affiliate cookie on my machine, and […]
June 24, 2009

One Page Ajax Vs. Multi Page Checkout Process

When the one page Ajax checkout process was introduce a few years ago, many online retailers where looking at it as a possible cure for their high abandonment rates at checkout. However, some website owners who tried the one page Ajax checkout process, discovered that it has not decreased their shopping cart abandonment rates at all, but in some cases the abandonment rates were even higher as in this case below. LATEST UPDATE: I highly recommend you to read this post “One Page Ajax Checkout – 5 Reasons Why Not“. According to a study, one page Ajax checkout converts at 2.5% whereas 3 step multi page checkout converts at 6.2%. In this post you will find 5 reasons why one page Ajax checkout isn’t the best option for your business. “The single page Ajax vs. multi page checkout has been a source of concern for me. I agree that single […]
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