The most well kept secret of the checkout process

http://ECOMpedia.ro
Liviu.Taloi@ecompedia.ro
http://facebook.com/ltaloi/
THE MOST WELL KEPT SECRET OF THE
CHECKOUT PROCESS IS…
what is the main function
of the cart and the checkout process ?
eCommCongress 2017, 6 april, SEC

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20 best practices on Cart/Checkout
• Data input fields
1. Same address for billing and delivery
2. Ask for the same info only once (email for ex)
3. Keep the number of fields to a minimum
4. Show an example of how to fill the field
5. Explain why you need that specific info (email, cnp)
6. Use the “inline error validation” technique
7. Specify which fields are mandatory, do not over *
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• Layout/design
8. Use only 1 action button on a page / step
9. Hide the main navigation menu during the enclosed
checkout
10. Show the clear path / “breadcrumbs” on the
checkout steps (debate – 1.step, N.step)
11. Make the guest checkout the most obvious option in
the layout
12. 1 column in the form usability
13. Use trust marks especially near very sensible data
(cnp, address, email etc)
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• Always use a LINEAR process/flow
14. Do not break the linear flow for account registration
15. Do not distract clients with secondary action buttons such
as “update quantity” (action/reaction)
16. Do not put an empty VOUCHER field in cart/checkout
• Be as TRANSPARENT as you can
17. Show the product price as soon as possible – product page,
cart, checkout
18. Show the TOTAL price (including taxes, delivery) as soon as
possible, not at the final step of the checkout process
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• Text/descriptions
19. Be coherent in the use of your native language, be
consistent
20. Use your native language in the right way (spelling,
grammar)
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Conversion Rate Optimization 12

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Best Practice on Checkout Process
• (-) Fears, Uncertainty & Doubts = FUD’s
• Trust seals, Secure shopping
• Free returns, Transparency (delivery costs)
• Reduce the number of errors in forms, minimum number of fields
• (-) Attention distractors
• Take out the navigation bar, enclosed checkout
• Reduce the complexity of the checkout process
• Linear flow always
• (+) Clarity in Value Proposition
• ONE BIG ACTION BUTTON
• (+) Relevance in Value Proposition
• Free delivery
• Incentives
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Best Practices on Thank You Page
1. Start with a big THANK YOU on this page
2. Put a link to the orders history, and to AWB /
postal/ courier tracking
3. Publish here, again, to reduce the anxiety of the
fresh client, your contact data, your job schedule,
showroom address etc + trust seals
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4. Be creative with your LOGO/BRAND
5. Ask for feedback, now is the right time to ask
them subscribe to a Newsletter, or to lke your FB
page, to join a FB group, to share placed order
6. In this step it’s the right moment to create an
account on your shop (only if they want to do it -
tell them the main benefits)
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7. TYP is the starting point where you should publish tips
& tricks about using the products, show them what to
do in case of return or problems, links to forums, or
helpdesk
8. Put links to your best content on the corporate blog
(blog: guides, tutorials, infographics etc), which will
emphasize your authority (video guides)
9. Publish again some testimonials, showing how well
other clients felt after they ordered the same
products (text, video)
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What is the main function
of the cart / checkout process?
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1000+ FUD’s
one wrong signal out of the 5 social signals and..
statute, certainty, autonomy,
relationship and fairness
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!!! Calming down the CLIENT!!!

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uncertainty

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One of the biggest mistakes – non linear flow of checkout

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Autonomy => Lack of control

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http://www.slideshare.net/lukew/web-form-design-best-practices

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What is the main function
of the cart / checkout process?
39

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1000+ FUD’s
one wrong signal out of the 5 social signals and..
statute, certainty, autonomy,
relationship and fairness
40
!!! Calming down the CLIENT!!!

http://ECOMpedia.ro
благодаря!
Please send an email if you wish these slides
ECOMpedia.ro
Liviu.Taloi@ECOMpedia.ro
0745 289 583

http://ECOMpedia.ro
Liviu TALOI
Senior Consultant in e-commerce, usability, analytics, conversion rate
optimization and online marketing @ECOMpedia
Liviu is Co-Founder of the ECOMpedia.ro project and Community Manager for
GPeC (Gala Premiilor e-Commerce - Romanian e-Commerce Award Gala). He
has over 15 years of experience in online marketing and 10 years in e-
commerce. He was, among other past jobs, PR Manager at eMAG. In 2005, he
founded a web consulting company specialized in e-commerce and sites
evaluation, Web Audit.
He is also speaker at conferences and seminars, especially dedicated to
electronic commerce, he write articles and market analysis. Skills: e-
commerce, site audit, UX, CRO, Analytics, Online Marketing.
Taloi has been selected by Cardinal Path to be a regional trainer of Google
Partner Academy Programme in Google Analytics. Taloi has also GAIQ - Google
Analytics Individual Qualification certification.
Liviu TALOI has worked with online shops as eMAG, MarketOnline, SigmaNET,
F64, FashionUP, TAMOS, Kurtmann, ZorileStore, Vexio.ro, MetaphoraBijoux,
Gutuie.ro, eMenAtWork, e-commerce platforms & full digital agencies as
Content Speed, Shopmania BIZ, Retargeting.biz, online tourism sites as
EXIMTUR, Veltravel, he did usability & conversion rate optmization projects as
for BCR - sIT Solutions AT Spardat Gmbh, Bitdefender (USA site), SKIN media,
he delivered Google Analytics closed&open trainings as for BrainArt, Siniat,
ING NN Asigurari de Viata, Google Partner Academy.
In recent years, Liviu Taloi provided expert advice to more than 100 Romanian
online stores in e-commerce, usability, analytics, conversion rate optimization
and online marketing. Many of these online companies are now market
leaders in their niche.

The most well kept secret of the checkout process

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