3 Keys To Improving Your Customers Checkout Experience

3 Keys to improving your customers checkout experience
3 keys to improving
your customers
checkout experience
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Table of contents
Introduction
Key #1: Motivation
Key #2: Ability
Key #3: Trigger
13
Summary
15
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Introduction
As a basis for this guide, Ive used Dr BJ Foggs behavior

model (FBM) for persuasive design as a starting point for
the tactics suggested.
FBM asserts that for a person to perform a target behaviour, he or she must (1) be sufficiently motivated,
(2) have the ability to perform the behaviour, and (3) be triggered to perform the behaviour.
Essentially, what this all boils down to is persuasive design and ensuring the customer journey is as simple
and problem-free as possible in order to achieve your goal of increased conversions.
What are the 3 simple keys?

1:
Build up their motivation
2: Make it easy for them to act

3: Ask for the action at the right time
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Key #1: Motivation
Leverage Human Traits

Based on the well-known Myers-Briggs
approach, there are four primary personas:
Competitive (Choleric), Spontaneous (Sanguine),
Methodical (Melancholic), and Humanistic
(Phelgmatic). Bryan Eisenberg has popularised
these for applying to web design using personas,
but the approach can be applied to email
marketing too.
The dominant personality type

within a person will determine
how they interact with your
emails, as each personality
looks for different things, asks
specific questions, and certain
words and processes resonate
depending upon personality.
A:
B:
C:
D:
Back in 2007 Jakob Nielsen performed a study

and found there to be 4 different approaches to
how people used the web, which tie in beautifully
with these 4 personality types:
Search Dominant (Competitive)

Navigation Dominant (Methodical)
Tool Dominant (Spontaneous)
Successful (Humanistic)
How can we use this

information to improve
our customers checkout
experience?
By anticipating their questions, you can design
your customers journey with these personalities
in mind with the aim of motivating them to take
action based upon what resonates with them.
Generally speaking we can bundle the 4
personalities into fast/slow and logical/
emotional. To do this will help you to understand
what type of content, imagery and wording
should be placed within the webpage in order to
relate to how they read it.
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FAST
Competitive
Spontaneous
SLOW
Methodical
Humanistic
LOGICAL
EMOTIONAL
Competitive:
Fast & Logical
Spontaneous:
Fast & Emotional
Competitive buyers want to perform smart,

quick, and decisive actions as a competitive
advantage. They are curious and want to see all
their options. Theyre frustrated by inefficiency
and want products and services to help them be
more effective. They are the hardest to sell to
out of the 4 personalities.
Spontaneous buyers enjoy the thrill of a quick

purchase and the perceived emotional benefit
that it will generate. They love new items.
Theyre motivated by immediate gratification,
and it is important to demonstrate excellent
customer service even after a sale. They dont
care about what the competition is offering
if your product is interesting, it will be bought.
They fit the description as being an
Impulse Buyer.
Methodical:
Slow & Logical
Methodical buyers review all technical
information to assure themselves that theyre
making the right choice. They dont feel
comfortable making a decision until all the facts
are available and will soak up everything on the
email. They are problem solvers and are very
detail oriented. Theyre willing to scroll to the
bottom and read all necessary detail, but they
want all facts backed up and are the most likely
out of the 4 types to read the fine print.
Humanistic:
Slow & Emotional
Humanistic buyers are motivated by emotion,
but want to understand more about the
organisation theyre buying from, the individuals
who comprise the organisation as well as fellow
customers. They fear separation and want to
be accepted; therefore, they dont want to
choose something that is not supported by a
community. Theyre very slow to commit and
dont like to feel locked in. However, once
youve proven youre trustworthy, they can be
very loyal and are repeat buyers. They deliberate
before making their decision and most likely
wont act immediately.
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Use design elements

to help them to make
a decision
We just cant seem to resist the middle option

and most smart brands realise this and design
their pricing accordingly.
Loss Aversion
Buyers look to the brand to give them guidance

as to what to do, and as marketers we have a lot
of tools in our kit to enable the decision-making
process to be easy for the buyer. By using design
elements we can provide clear instructions to
the buyer directing them to the preferable (or
most popular) product or service, as seen in the
example below from Typepad. We can see that
not only are they leveraging Social Proof by
having the green banner Most Popular on the
top left of the middle option, but they have also
placed the call-to-action (CTA) as a large orange
button, designating that visually it demands our
attention more so than the other CTAs either
side of it.
Loss aversion refers to peoples tendency to

strongly prefer avoiding losses to acquiring
gains. Some studies actually suggest that losses
are twice as powerful, psychologically, as gains.
In this example from House of Fraser, you can
see that they are leveraging this loss aversion by
promoting the fact that there are only 7 left.
This example is also using the Goldilocks

Principle (sometimes called the Goldilocks
Effect) which was discovered by Joel Huber and
Christopher Puto in the early 1980s.
The term goldilocks effect derives from the
childrens story Goldilocks and the Three Bears.
In the story Goldilocks decides, amongst other
things, to eat one of three bowls of porridge;
the first being too hot, the next too cold, but the
final one she picks for being just right.
Applied to pricing, it is used to describe the
practice of providing a premium as well as a
budget option alongside the regularly priced
product to make the standard option seem
more appealing, as seen with the Typead
example below.
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Once you are

in the checkout
process, what
would deter you
from completing
the purchase?
Address their concerns

One of the greatest issues with cart
abandonment or website abandonment,
otherwise known as website bounce rate within
the shopping experience is essentially fear of
the unknown. Will I be charged hidden costs?
Will there be a delivery charge? Is this website
trustworthy? Can I return the goods easily?
These are all questions that play on our minds
subconsciously when were shopping online and
e-commerce sites in general are yet to have
mastered the art of allaying these fears early on
in the buying process.
So, how do we put their concerns to rest? Simply

by addressing these concerns at the beginning as
well as throughout the entire buying process. In the
below example from House of Fraser, you can see
that theyre not delaying the inevitable and saving the
delivery options to the end of the process, but rather
addressing them upfront and reassuring them, so the
journey can continue.
Econsultancy surveyed customers and

discovered the following to be reasons for
cart abandonment.
Graph to show user concerns
The process takes too long.
36.75% (735)
Concerns about payment security.
58.4% (1168)
Hidden charges.
70.8% (1416)
Technical problems or slow

loading pages.
44% (880)
Lack of contact details.
Security features such as Verified

by visa or Mastercard secure.
Difficulty in filling in forms.
Other.
33.3% (666)
23.15% (463)
26.35% (527)
1.15% (23)
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ASOS also do a great job in continually reassuring their buyer throughout the journey as shown below.
Even before you get to put the item in your bag, you can view the info & care, delivery and returns
information. Theyre not one of the biggest online retailers by chance!
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Key #2: Ability
Customer service
We all LOVE customer service right? Well,
ensure that you are providing customer service
at every step of the way as well. It could be as
simple as offering them an enjoyable online
shopping experience that has been optimized
to remove all barriers to conversions, or it could
mean offering proactive chat services as we see
in this example from Intuit.
They added proactive chat, which is essentially
replicating the offline experience of having a
shop assistant come by and ask you if they can
be of any assistance, to their comparison page
and they increased sales by a whopping 211%!
And on the checkout page? The proactive chat

resulted in an increase of sales by 20% and
average order value (AOV) increased by 43%.
Simplify the Process

Too many e-commerce websites are using the
out-of-the-box e-commerce solutions that
have not been customized for their customers
journey. More often than not, these journeys can
prove to be quite arduous for the buyer, and are
in many ways more likely to encourage them to
abandon than to buy.
A general law of least effort

applies to cognitive as well
as physical exertion. The
law asserts that if there are
several ways of achieving
the same goal, people will
eventually gravitate to the least
demanding course of action...
Laziness is built deep into
our nature
Daniel Kahneman,
Thinking, Fast and Slow
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The below e-commerce site decided to redesign

the shopping experience to reflect their
customers thought processes. They added a
clear value proposition, used the Rule of Three,
and reduced friction with a simplified process by
reducing 6 steps in the buying journey. Results?
59% uplift in sales!
Control
10
Bringing fun back into

online shopping
One of our challenges as marketers is to gain
enough data to provide intelligent segmentation
and personalisation, yet not ask too much of
them and scare them away.
Who said that providing information to brands
has to be boring? No one! So lets take a step
back and review this process. There are many
things that can be done to reduce the formality
and mundaneness of form filling such as Tone
of Voice, phrasing of questions and enticing
CTAs.
So if you need more information from the buyer,
consider gamifying the task as Shoemint have
done. They have a 12 step process in which they
collect information about the new site registrant
and then use this information to deliver tailored
content suitable for them.
Treatment
Step 3 in a 12 step process.
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11
CAPTCHA
CAPTCHA is one of the most hated activities on the web. In this lighthearted survey, you can see that
Captcha is not at all enjoyed, yet it is still quite prevalent on e-commerce sites.
Percentage of the internet that feels negatively about...
100%
98%
94%
75%
79%
62%
50%
55%
25%
0%
CAPTCHA
CAPTCHA
CAPTCHA
CAPTCHA
CAPTCHA
So why not make it

fun instead?
Leveraging the
Commitment Principle
There are many alternatives to CAPTCHA and

many of them are enjoyable, quick little dragn
drop games that only humans can do.
Make it easy for them to achieve your objective

(and theirs as well) by offering them as smooth
and as easy a journey as possible.
The less friction you create, the less shopping
abandonments you will have. When faced with
an arduous task can be a conversion killer so
consider refining and removing all barriers to
conversion with one of the main ones being
the need to register before you can purchase the
item you want to buy.
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(1) House of Fraser offers a

Guest Check-in option with
some lovely copy to go along
with it. Simple!
12
(2) Once the shopper has entered their details

for delivery and payment and clicked the
purchase button (all without registering), they
are then taken to a confirmation page, where
they are given the option (and the benefit
for doing so) to create an account by simply
providing a password.
Getting them in the door by using their new
guest check in, halved their abandonment rate.
The ASOS approach to checkout registration,
and the results it has already delivered, show
that online retailers can have their cake and
eat it.
(3) They gain the benefits from removing

a potential barrier to purchase and still get
customers to sign up for accounts.
The beauty of this is that customers are
essentially doing the same amount of work
and entering the same information as before,
however, its presented in a more palatable way.
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13
Key #3: Trigger
Make the task obvious
easily action these popovers, but the popovers

plant the seed of the step we would like them to
take even if they dont do it using the popover.
As discussed earlier, by using design elements

we can influence or direct the shopper as to
what action they should next take. No one wants
them to be struggling to identify what the next
step is theyre keen, were keen lets help
them to make it happen!
As we can see in this lovely

example, Chemistry.com have
used line of sight to direct our
attention to the main task on
the page.
Get the design hierarchy right for the actions

to be taken. Theres always ongoing tension
between conversion optimisation marketers
and designers. Designers want the colours and
designs to blend and be visually appealing,
whereas successful online retailers such as
ASOS, understand the power in ensuring the
main objective or main task of the page or email
stands out clearly and is easy to find.
Another way of ensuring you get their attention

(and in turn action) is by using popovers or
lightboxes as shown aside. Depending upon
the brand, these can be very powerful triggers
for the shopper to action. When used to gain
signups most brands on average are finding they
have a 300-400% increase in subscriptions. Their
strength lies not just in the fact the shopper can
Many conversion barriers occur because the

page has been designed to look aesthetically
pleasing, but in doing so, they inadvertently give
unclear directions to the prospect leaving them
confused things such as too many options, too
many tasks, evenly weighted CTAs can all add to
this confusing experience.
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Essentially the CTA needs to stand out and be

very obvious, whilst still providing other options
for the shopper to take if they wish to.
14
Ask for the right action

at the right time
Calls-to-Actions and their role in the customer
journey should not be underestimated and a
careful testing plan to identify the optimum Callto-Action for each stage of the journey should
be undertaken. As the example below illustrates,
footwear retailer Schuh replaced the Buy Now
button with Add to basket as it was the more
appropriate Call-to-Action for this step. As a
result, they received a 17% uplift in conversions.
Optimise your
Calls-To-Action
Calls-to-Action are some of the easiest elements
to test and you can often gain a huge uplift
in conversions because of them. As you can
see in the below example from Contentverve
& Unbounce, a 90% increase was achieved by
simply replacing your with my.
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15
In Summary
This guide just highlights a few things that can

be tested and implemented to increase your
conversions. The keys being to motivate, enable
and trigger your customers in to action. A look
at your current customer checkout experience to
see if it meets these three key areas will set you
on the right path to seeing how you can increase
customer engagement, trust and crucially, sales.
If you would like to find out

how much revenue youre
missing out on, sign up for our
FREE siteAnalyser, which will
identify what percentage of
customers are abandoning the
process. Then by calculating the
AOV, the lost revenue can
be identified.
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