Reading an insight review in this Shopping Cart Check-Out report. Here’s a brief run-through of what’s in the contents.
Below is a summary of the overall results showing how likely high performance firms were to use the
tactic, relative to other firms.
Speed and Ease of Use
- Is live chat prevalent during checkout? 63% more likely
- Is Ajax used within the checkout? 118% more likely (caution: very small sample size)
- Is there coupon code entry? 26% less likely.
- Are alternative payment types accepted? 30% less likely
- Is navigation/search available during checkout? No significant effect
- What is the number of pages in the checkout process (new account)? No significant effect
- Can you edit your items during checkout? No significant effect
- How are errors displayed? No significant effect
- Does creating an account/logging in take you out of the checkout? No significant effect
Security and Confidence
- Are return policies prevalent during checkout? 40% less likely
- Are cart items always visible during checkout? 40% less likely
- Is the cart total always visible during checkout? 67% less likely
- Is a security badge displayed? No significant effect
- Can you see shipping estimates prior to entering personal information? No significant effect
- Is an estimated shipping date displayed? No significant effect
- Can you checkout as a guest/anonymously? No significant effect
- Is a CVV number required? No significant effect
- Is a final order confirmation screen used? No significant effect
- Is a phone number prevalent during checkout? No significant effect
- Is an address prevalent during checkout? No significant effect
Profit enhancement (for vendor)
- Are cross-sells displayed on the cart page? No significant effect
- Are cross-sells displayed during checkout? No significant effect
- Can gift wrapping or messaging be added to items? No significant effect
According to the report, I can see that the optimum number of steps in the checkout is either 3 or 7. Don’t ask me why… it’s reviewed as like this…
There is also a higher conversion rate when NO COUPON CODE ENTRY is used for discount!
72% of the major 100 online stores do not allow their customers to edit their items anymore after they checked out.
Dealing with errors is a common thing for online stores. Errors such as invalid credit card, mistyped email address, expired coupon code, etc.. All these contribute to the user experience in buying what they want successfully… There’s about 39% of top 100 websites having such errors quite frequently… But I don’t know if how many percent of this will result in zero sale…
33% of top retailers push their customers out of checkout to login before doing anything… The rest will just proceed on with their checkout…
22% of top 100 retailers allow live chat support during checkout.
Read more in their pdf report.
