Tag Archives: shopping

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Promo Code Box on your Shopping Cart Page could be Bleeding Dollars. A/B Test it.

The Company

Bionic Gloves is an online store that designs and sells a range of gloves, such as golf gloves, fitness gloves, and more. Their focus is to provide customers with gloves that have fine grip, comfort, and durability.

To increase sales from their eCommerce shop, they decided to optimize their website. The task was given to Portland-based marketing & conversion optimization agency, Sq1.

The Test

Sq1 performed many tests on the Bionic Gloves website. In this case study I’ll be taking you through an interesting test that was performed on one of the most important pages of any eCommerce website, the shopping cart page. In fact, one study by Surepayroll estimated that each year eCommerce websites lose a whopping $18 billion because of shopping cart abandonment.

To test their hypothesis that removing the ‘special offer’ and ‘gift card’ code boxes from the shopping cart page would result in more sales and less cart abandonment, they set up an A/B test in VWO.

This is how the original shopping cart page looked like:

Bionic AB - Control

The Result

The test was run on close to 1400 visitors for a duration of 48 days. This is how the variation page (without the code fields) looked like:

Bionic AB - Variation

The primary goal that they were tracking was the revenue made. The variation won and increased the total revenue by 24.7%, and revenue per visitor by 17.1%.

Why the Variation Won?

In the words of David from Sq1, “Anytime you leave the door open for a user to leave the conversion funnel – even if it seems like they’d come right back – you risk losing sales. By showing the Promo Code field on the cart, users were enticed to leave the site in search of a promo code. At that point, the conversion process is interrupted and you are more likely to lose potential customers. As such, hiding it was a very logical test.

A shopping freak myself, I wouldn’t lie that I, too, have gone looking for coupon codes a number of times in the middle of my purchasing process. This, as David pointed out, has a number of risks:

  • The sight of the coupon box triggers visitors to look for one on Google and other places. I did a quick Google search of “Bionic Glove”, and look what I found in the auto-complete searches:
    google_search_result1
    google_search_result_2
  • eCommerce websites also risk losing money to affiliates and websites offering deals, coupons, etc.
  • Many a times, visitors end up finding a better deal on another web store.

To avert this, I have seen many websites now show all available coupon codes right on the product page and also on the cart page. Not only does this help them reduce cart abandonment, but also helps them increase their average order value as many shoppers go ahead and buy more stuff to cross the threshold at which coupons can be applied.

See how Myntra, a fashion ecommerce website based out of India, does this beautifully:

myntra_coupon_codes

Let’s Talk

Tell me what you think about this case study in the comments section below. I am also available for intellectual discussions on CRO and A/B Testing which can fit in less than 140 characters on Twitter @taruna2309. See ya!

8 Checkout Optimization Lessons Based on 5+ years of Testing

The post Promo Code Box on your Shopping Cart Page could be Bleeding Dollars. A/B Test it. appeared first on VWO Blog.

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Promo Code Box on your Shopping Cart Page could be Bleeding Dollars. A/B Test it.

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5 Consumer Insights from VWO eCommerce Survey 2014

With more than $262 billion in annual spend last year and the figure projected to touch a massive $370 billion in 2017, online shoppers are the most important piece of the eCommerce jigsaw. And as these consumers mature, converting them to customers can become increasingly difficult.

So VWO set out to survey more than 1,000 online shoppers to find out what catches their attention, what frustrates them and, most importantly, what makes them “buy” in 2014. We got our hands on some really interesting consumer insights, particularly around how to turn cart abandoners into customers.

In this post, I will summarise 5 insights derived from the report. If you want to check out the rest of the data, get the full report here (It’s free). I hope this information will help brands and eCommerce stores to optimize their communication and business strategies to better serve the rapidly evolving customer.

1. Retarget with discounts to boost conversions 

Retargeting

According to the survey results, a massive 54% of online shoppers said they will purchase products left in their cart, if they are offered again at a discounted price. This is a huge opportunity for eCommerce firm – it  means that not all carts are abandoned forever and there’s a huge potential to retrieve lost sales.

Marketers could capitalize on this data by offering abandoned products at a discounted price – either through emails or ads. This means that you should try to get their email addresses even before their names in the checkout funnel. What’s even more encouraging is that among Millennials (age 25-34), the number is significantly higher at 72 percent.

54% shoppers will purchase abandoned cart products if offered at a discounted price

2. Facebook is THE social channel to target Millennials

Social commerce

There’s no denying that there’s increasing convergence of social networking and eCommerce. And among these social networks, Facebook is the most influential among Millennials. 53% shoppers said Facebook keeps them informed about the latest in online shopping. While women chose Pinterest as the second-most influential social network when it comes to online shopping, men opted for Twitter. Which makes sense since Pinterest is more suitable for products which are visually appealing, such as fashion and home decor.

3. Reviews are a huge purchase driver

eCommerce reviews

55% of online shoppers say reviews are important for them before making purchase decisions. Customers want to know what others thought of the product and the experience with a particular store before making a purchase. The smartest online stores already understand this and ask customers to leave reviews for their purchases. You can put up online review badges and widgets that aggregate and present customers’ ratings to win the trust of the visitors.

4. The young are downloading shopping apps, but few actually use them

Mobile apps

Mobile and tablet use is shifting quickly, rapidly emerging with younger age groups as compared to the older groups. An interesting trend that emerged from the data is that despite 40% consumers saying they have shopping apps installed on their smartphones and tablets, just a portion of them actually use the app to shop online.

5. Consumers would rather spend on additional purchases than on shipping

Free Shipping

The results of two separate questions have clearly indicated that shipping charges are a bane to conversions. When asked what made consumers abandon their shopping carts, unexpected shipping cost emerged as the biggest reason. In a different question, a fourth of consumers said they would spend on additional purchases instead of paying for shipping.

Gear up for the holiday shopping season

The holiday shopping season is in full swing. Make the most of it by using these insights to market more effectively to your website visitors and make them buy from you. Get the full report by clicking on the banner below.

The post 5 Consumer Insights from VWO eCommerce Survey 2014 appeared first on VWO Blog.

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5 Consumer Insights from VWO eCommerce Survey 2014

42 Chunky Pika Style Icons [Freebie]

We have a delicate and useful icon set for you, again. Dutch designers from Dutch Icon created a new set of 42 Pika-style vector icons, released with Smashing Magazine for the Web design community. The icons are available as PNG (in two sizes) and AI source files. The icons are released under a Creative Commons Attribution license.
You may be looking to brighten up your checkout page with a more original shopping cart icon or perhaps you’re designing a website from scratch that requires a shrimp icon.

Link: 

42 Chunky Pika Style Icons [Freebie]

User Experience Takeaways From Online Car Shopping

Emergency car shopping is no fun. This past month was the second time I had to shop for a car in a short timeframe without advance warning. Like most informed shoppers, I went online to get a feel for my options, armed with knowledge of what I was looking for: apart from safety, gas mileage and reliability, it had to comfortably seat six and not require me to take out a second mortgage.

Link:

User Experience Takeaways From Online Car Shopping

Free E-Commerce WordPress Theme: Balita

In this post we release yet another freebie: the Balita WordPress theme, a theme dedicated to shops that sell products for children. The theme was designed by Tokokoo and released exclusively for Smashing Magazine and its readers. As usual, the theme is absolutely free to use for both private and commerical projects.
Not many theme providers have produced e-commerce themes for baby and toddler products. For you who have been working in this particular market niche for some time or are about to start, this Balita e-commerce theme is a great opportunity for you.

See more here: 

Free E-Commerce WordPress Theme: Balita

Improving The Online Shopping Experience, Part 1: Getting Customers To Your Products

Amazon turned sweet sixteen this year, and, by extension, so did online shopping as we know it. As online shopping has grown over the past 16 years, so have user needs and expectations related to the online shopping experience. Setting up shop online is easy, but creating an experience that satisfies target users is a different story altogether.
In the traditional journey of a purchase, commonly depicted as a funnel, a business loses potential customers as they move closer to the purchasing stage.

From: 

Improving The Online Shopping Experience, Part 1: Getting Customers To Your Products

50 Free High Quality Icons Sets

Feel free to make yourself a cup of tea or coffee right now because you’ll be investing an hour or so in today’s post. We’ve published our last icons round-up six months ago and since then we’ve collected over 50 new free high quality icon sets that you can use for your projects. While most of the listed freebies may be used for commercial projects as well, some of them may not.

See original article here: 

50 Free High Quality Icons Sets

15 Common Mistakes in E-Commerce Design

Selling online can open up huge new markets for many businesses. When your store can be open 24⁄7 and you can reach a global market without the costs of mailings and call centers, it can be a huge boon to your business. But there are plenty of things to consider when designing an ecommerce site. It’s not as simple as throwing up some shopping cart software and plopping products into a database.

Continued here – 

15 Common Mistakes in E-Commerce Design

50 Excellent Illustrator 3D Tutorials

Adobe Illustrator is one of the best applications for making graphic artwork like logos, print designs and Web pages. As time goes on, more and more Illustrator techniques are introduced by talented designers and artists in the industry who achieve some of the best results on the Web. One hot trend nowadays is 3D effects. So, we’ve gathered together some 3D tutorials to give you an idea of what Adobe Illustrator offers and how to use its 3D features.

Link to original – 

50 Excellent Illustrator 3D Tutorials

12 Tips For Designing an Excellent Checkout Process

Shopping online can be a great experience. You don’t have to leave the comfort of your home and you can quickly compare and read about all the competing products in order to pick the best one for you. But it can also be a little frustrating if the process isn’t designed correctly.
Looking around for that checkout link, having to fill out registration forms and then being told the product is out of stock isn’t going to make your day.

See the original article here: 

12 Tips For Designing an Excellent Checkout Process