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ECT News Community   »   E-Commerce Times Talkback   »   Simplifying the check out process

Simplifying the check out process
Posted by SandorN on 2008-10-17 18:20:45
In reply to Thomas Harpointner
In response to your article, I thought it would be noteworthy to mention that the checkout process should be completely stripped of any buttons, links or other information that does not directly relate to the check out process. Our e-commerce software vendor, orderdynamics.com, recently helped us with complex analytics which allowed us to analyze drop off rates and we found that by shortening the check out process from 3 or 4 pages to 1 or 2 pages, sales increased. We also found through the analytics that by eliminating any links or other information that doesnt relate directly to check out improved conversions. We found that users would be in the middle of the checkout process, and then get distracted with a link/image or other content unrelated to the actual checkout process (i.e. the Shipping information page, or our Privacy Policy page.)

Once we eliminated the extra distractions and reduced our checkout to less pages we had a much higher conversion and our drop off rate was reduced.

In one set of tests, we also found that limiting the confidence icons (such as our Mcafee Site scan logo, or Etrust Logo) also improved our conversions. In the first revision of our site, we had 6 different confidence icons indicating that we were a reputable site, but we reduced it to the best three and again we noticed improvements in conversion rates, and in general users progressing farther through the shopping checkout process.

Just some food for thought...

 * Topic  Author  Date
Re: 5 Tips for Getting E-Shoppers to Click on 'Buy'  Thomas Harpointner  2008-10-06 16:58:36
Simplifying the check out process  SandorN  2008-10-17 18:20:45
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