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Answering questions ahead of checkout 'key to improving conversion rates'
02/02/2011
One expert has offered some advice to retailers to ensure that consumers convert once they have clicked through to the shopping basket.
Retailers which experience a high level of basket abandonment may want to take note of one expert's tips about how to improve conversion rates once consumers reach their shopping basket.
Writing in a blog post for Econsultancy, user experience expert Paul Rouke picked the ASOS site as an example of a well-designed shopping basket.
He stressed that retailers "should look at answering as many customer questions as possible before they enter the checkout process", noting that this will make purchases "a formality for most visitors".
Mr Rouke highlighted some of the features of the ASOS shopping basket that demonstrated his point.
Among them are an obvious call to action, displaying stock availability clearly and providing information about delivery charges.
He stated that "unclear delivery costs" are a key reason for basket abandonment for many retailers.
Mr Rouke also made mention of the wording on its pay button, which states 'Pay Securely Now'. He commented that the use of the word securely may help improve conversion rates as it can boost the sense of trust in the consumer.
In a blog post for Econsultancy last year, Mr Rouke suggested that forcing new customers to register before making a purchase is a key cause of early-stage basket abandonment and recommended that retailers look at ways to make registration a simple part of the checkout process.
Posted by Alexander Horton-Smith
Writing in a blog post for Econsultancy, user experience expert Paul Rouke picked the ASOS site as an example of a well-designed shopping basket.
He stressed that retailers "should look at answering as many customer questions as possible before they enter the checkout process", noting that this will make purchases "a formality for most visitors".
Mr Rouke highlighted some of the features of the ASOS shopping basket that demonstrated his point.
Among them are an obvious call to action, displaying stock availability clearly and providing information about delivery charges.
He stated that "unclear delivery costs" are a key reason for basket abandonment for many retailers.
Mr Rouke also made mention of the wording on its pay button, which states 'Pay Securely Now'. He commented that the use of the word securely may help improve conversion rates as it can boost the sense of trust in the consumer.
In a blog post for Econsultancy last year, Mr Rouke suggested that forcing new customers to register before making a purchase is a key cause of early-stage basket abandonment and recommended that retailers look at ways to make registration a simple part of the checkout process.
Posted by Alexander Horton-Smith