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Posts tagged with Checkout

User tests show Woolworths' website needs a major revamp

As it's one of Australia’s most successful grocery retailers, you may expect Woolworths to have an excellent e-commerce site.

In other markets major retail brands such as Tesco and Walmart have proven that online shoppers are integral for continued sales growth in the digital age.

But for reasons unknown, Woolworth’s doesn’t seem to have kept its site up-to-date.

To highlight some of the more obvious usability issues, we asked WhatUsersDo to run several user tests using its Australian panel.

Here are some of the findings, as well as my own observations...

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Peak period lessons from Cyber Monday

Mega Monday, Cyber Monday, the day for flurried transactions, huge site traffic and flash sales. Whatever you call it, the much-discussed day has passed with a significant boost for online retailers. 

The results for the 2012 holiday season have, so far, been promising. Retailers on our platform saw this Sunday nudge Cyber Monday off the top online shopping day spot as far as revenue is concerned, but both days performed exceptionally well. 

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Checkout optimisation

10 tips for improving ecommerce checkouts

68% of shopping carts are abandoned, according to figures from Baynard, so how can retailers bring this number down? 

Last week, we released our E-commerce Best Practice Compendium, which contains more than 170 tips on improving usability and conversions. 

To accompany the report, I've already looked at site search and navigation and product pages, now it's the turn of the checkout process. 

Here are ten ways to reduce checkout abandonment. There are many more, so please add your comments below... 

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Bonmarché's e-commerce relaunch shows an understanding of its target audience

Womenswear retailer Bonmarché has launched a new website as it attempts to reinvent itself as a multichannel retailer.

After buying the business out of administration earlier this year, the new owners are hoping that an e-commerce platform will help the brand achieve sustainable growth.

Several high street retailers, including Game and Comet, have gone to the wall recently, partly due to a failure to come up with a successful e-commerce strategy.

With this in mind I decided to see whether Bonmarché’s new site, built in partnership with Venda, is actually any good...

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Checkout optimisation

Checkout optimization: 10 ways to reduce abandonment

Checkout abandonment is a major problem for most e-commerce sites, but many of the factors causing customers to bail on purchases can be addressed. 

Reasons for abandonment include high shipping costs, checkout errors, and the fact that some customers simply want to check prices. 

Here are ten ways to improve the e-commerce checkout process, and minimise abandonment rates...

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QVC shows how not to design a checkout

On the Econsultancy blog we often highlight examples of websites that offer a great user experience as it’s useful to be able to see good design in practice.

When it comes to checkouts, we’ve used ASOS and Quiksilver to demonstrate how the process should be optimised to reduce basket abandonment and increase conversions.

And we also think it’s useful to highlight examples of brands that aren’t getting it right and could do with redesigning their site to improve the user experience.

QVC falls into this category. Its checkout process feels like it hasn’t been updated in several years, and there are several major issues that could be causing lost sales...

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10 checkout process pitfalls to avoid

For online retailers, closing a sale can be a tricky process. From attracting a would-be customer to your site to fulfilling an order in an efficient manner, there are a lot of potential points of failure.

One of the biggest such points is the checkout process, which gives customers plenty of opportunities to rethink their purchases.

Unfortunately for retailers, getting the checkout process right can be challenging, and there are numerous mistakes that can produce a less-than-optimal result.

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Sears site review: the good, the bad and the ugly

I've been taking a look at the Sears website from a user experience perspective to see what the retailer does well online, and where it can improve. 

I've highlighted some excellent features on the site that other online retailers could learn from, some relatively minor irritations that would annoy users, and problems that may make users abandon the site.

Overall, the site performs well and contains some excellent features, such as proactive use of live chat.

However, even with the best sites, there is always room for improvement...  

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checkout registration

Why HMV shouldn't make users register before checkout

Making customers register before they checkout is a barrier to purchase, yet many online retailers have yet to learn this lesson. 

The arguments against this barrier are compelling. For example, ASOS halved its abandonment rate at the registration page simply by removing any mention of creating an account. 

In a more famous example from Jared Spool, one retailer added $300m to its annual revenues by removing the registration button. 

These are lessons that HMV needs to learn in order to optimise conversion rates and reduce abandonments. 

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ASOS proceed to checkout button

Persuasive checkout best practice from ASOS

As a follow-up to my earlier article, Shopping basket best practice from ASOS, I’ve taken a look at the updated ASOS checkout experience. It includes one change which has reduced their checkout abandonment rate by 50%.

The ASOS website delivers an excellent browsing and shopping experience, and I regularly feature examples from the retailer in my e-commerce best practice training courses.

The updated checkout continues this trend, as the earlier version certainly didn’t fit in well with their highly tuned shopping experience up to checkout.

This article will recap on what ASOS is doing well on its shopping basket, look at how it is handling new customer checkout, and the variety of persuasive checkout lessons we can take from them as well as identifying a few areas of improvement.

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House of Fraser: site review

House of Fraser unveiled an updated version of its website recently. 

Online sales rose by 110% in the first 24 weeks of the year, and House of Fraser aims to continue this growth with the redesigned website. 

The previous incarnation, as reviewed here by Paul Rouke in 2007, was a good site, but the new version provides a more up to date, streamlined look. 

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Why do consumers abandon online purchases?

From security concerns to annoyances around hidden charges or high delivery costs, there are a number of possible reasons why not make a purchase from an online retailer. 

An Econsultancy survey of 2,000 UK consumers, conducted using the TolunaQuick tool, looks at the reasons why customers choose to abandon online purchases. 

Of the 2,000 respondents, just 12.8% don't shop online, the other 87.2% shop at least several times per year. 

Some highlights from the survey after the jump...

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