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Forms sit at one of the most critical points in your marketing funnel - the point at which a visitor can become a lead.
Because of this, forms have a disproportionate amount of influence on your marketing results.
When you double the conversion rate of your form, you double the effectiveness of every single traffic source, marketing channel, and campaign that relies on it.
What makes an excellent checkout process on an ecommerce site?
Here, with the help of suggestions from Twitter, I've compiled a list of 11 checkouts which constitute examples of best practice in this area.
Let's face it, forms are a real pain to fill in, so it's important to get them right, and minimise any friction when visitors are signing up for emails, or completing contact and checkout forms.
Designing forms with the user in mind, and testing to find our where the pain points are for users can make a massive difference to the user experience.
Here are 12 quick tips on web form optimisation...
Lead generation marketers are remarkably lucky. If your peers in ecommerce run a series of utterly brilliant A/B or multivariate tests for conversion optimization (CRO), the most they can expect is a 20-something sales lift. (Heavy testers like Dell are thrilled when a test wins single-digit additional sales.) But, lead generation marketers can expect a much higher impact.
In fact, the average lead generation CRO campaign results in a 40-something conversion lift. As in 40% or more leads generated from the exact same traffic.
You can optimize every aspect of your lead generation pages – however, we’ve noticed the highest response lift often comes when you tweak your form.
Forms aren’t sexy.Most marketers would prefer to focus on creative things like images or copy. Testing creative does help of course; but your form is where the real action is.
Don’t let your IT team slap up a routine form on your lead generation landing pages, optimize it.
Here are three Case Studies to give you ideas to get started:
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.
Here are ten ways to reduce checkout abandonment. There are many more, so please add your comments below...
A number of well-known retailers are making basic mistakes with postcode validation which could be increasing their checkout abandonment rates.
Users are prone to make errors when completing web forms, and anticipating and dealing with common errors can minimise the risk that user frustration will lead to them abandoning the checkout.
I'll look at one common error, which many sites fail to account for. An oversight which may be increasing their checkout abandonment rates...
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...
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.
When it comes to conversions, the devil is in the details. And even the smallest details can have a significant impact on conversions.
Unfortunately, many web-based businesses don't sweat the details, and their conversions suffer as a result. But the experience of one web startup highlights just how meaningful paying attention can be.
If you're like me, and it's been awhile since you were 12 and sitting in the backseat of your parents' car, chances are you haven't thought about Mad Libs for awhile. But there are a few people who have been implementing Mad Libs-style forms on their websites.
And early results are showing that in addition to bringing back childhood memories, they are also effective. Up to 40% more effective to be exact.
Yesterday I recommended Virgin Media's broadband services to a colleague, who is moving flat and said he might leave Sky after a decade or so. He checked out Virgin Media's combined broadband / TV / phone packages on offer and built a bundle worth more than £800 a year. Or so he thought.
The bundle page suggested that he'd be paying £70 a month, but the following page reduced this to £31 a month. So which was it to be? In seek of an answer he continued along the purchase path, only to be blocked by a form and no indication / confirmation of fees. Perplexed and frustrated, he swiftly dropped out and insisted that I try it for myself. And sure enough, I can see why potential customers would be confused by the way that one-off costs and monthly charges are communicated.
So here I'll detail the various areas that are ripe for optimisation, to help Virgin Media improve the most important pages on its website.
Belron's online customer experience manager Craig Sullivan gave a great presentation at last week's Online Marketing Masterclasses event, and one of the many nuggets contained within was that strict postcode validation was causing 2.5% of customers to abandon.
The problem that Craig discovered was that customers were entering the letter 'O' when a zero was required, triggering an error message. Since they may have been unaware of their mistake, this frustration was causing customers to abandon.