Comments on: Losing Customers At The Register: 12 Checkout Blunders http://www.getelastic.com/12-checkout-blunders/ #1 Subscribed Ecommerce Blog Sat, 20 Mar 2010 12:51:26 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: MartinLe http://www.getelastic.com/12-checkout-blunders/comment-page-1/#comment-19327 MartinLe Wed, 25 Nov 2009 17:21:29 +0000 http://www.getelastic.com/?p=4545#comment-19327 Great List. Ive always found that registering for new accounts just to buy something on a new website is time consuming and yes a little bit of a hassle i agree that ecommerce sites should a guest check out option or at the very least a password look up app Great List.

Ive always found that registering for new accounts just to buy something on a new website is time consuming and yes a little bit of a hassle i agree that ecommerce sites should a guest check out option or at the very least a password look up app

]]> By: L.Morera http://www.getelastic.com/12-checkout-blunders/comment-page-1/#comment-19325 L.Morera Tue, 17 Nov 2009 23:33:54 +0000 http://www.getelastic.com/?p=4545#comment-19325 What many marketers and e-tailters still fail to realise (or don’t like to admit) is that for the majority of people purchasing products online is still a relatively new and daunting prospect, especially considering the longtime emphasis on securing credit card payments and the threat of identity theft. With that in mind, it’s no wonder it’s so common for customers to baulk at the last minute and cancel a purchase; so why give them a reason to? A well-designed checkout would, ideally, recognise these challenges and allay these fears, as well as being technically flawless and operationally seamless. -------------------------------------------------- Very good point http://www.dummiestrafficschool.com http://www.freetrytrafficschool.com http://www.idiotstrafficschool.com What many marketers and e-tailters still fail to realise (or don’t like to admit) is that for the majority of people purchasing products online is still a relatively new and daunting prospect, especially considering the longtime emphasis on securing credit card payments and the threat of identity theft.

With that in mind, it’s no wonder it’s so common for customers to baulk at the last minute and cancel a purchase; so why give them a reason to?

A well-designed checkout would, ideally, recognise these challenges and allay these fears, as well as being technically flawless and operationally seamless.

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Very good point
http://www.dummiestrafficschool.com
http://www.freetrytrafficschool.com
http://www.idiotstrafficschool.com

]]> By: pedro http://www.getelastic.com/12-checkout-blunders/comment-page-1/#comment-19323 pedro Tue, 10 Nov 2009 18:19:44 +0000 http://www.getelastic.com/?p=4545#comment-19323 Thank you a lot for this article. Very interesting read, and it is soo true. I'm still learning, so this free information is very valuable to me. Keep up the good work. Thank you a lot for this article. Very interesting read, and it is soo true. I’m still learning, so this free information is very valuable to me. Keep up the good work.

]]> By: Elizabeth Ball http://www.getelastic.com/12-checkout-blunders/comment-page-1/#comment-19321 Elizabeth Ball Tue, 15 Sep 2009 02:09:02 +0000 http://www.getelastic.com/?p=4545#comment-19321 Great article Linda! Having too many buttons at the last minute has been proven to ruin sales. You might like to check out out a A/B split test for Laura Ashley at http://whichtestwon.com/?p=1815 Great article Linda! Having too many buttons at the last minute has been proven to ruin sales.

You might like to check out out a A/B split test for Laura Ashley at http://whichtestwon.com/?p=1815

]]> By: Linda Bustos http://www.getelastic.com/12-checkout-blunders/comment-page-1/#comment-19319 Linda Bustos Mon, 07 Sep 2009 17:25:33 +0000 http://www.getelastic.com/?p=4545#comment-19319 Hi Leigh, You can share the post by writing about it and linking to the article, but we don't allow other sites to post full text of the article on their sites. Thanks Hi Leigh, You can share the post by writing about it and linking to the article, but we don’t allow other sites to post full text of the article on their sites. Thanks

]]> By: John Hyde : Site Doublers http://www.getelastic.com/12-checkout-blunders/comment-page-1/#comment-19317 John Hyde : Site Doublers Mon, 07 Sep 2009 03:38:55 +0000 http://www.getelastic.com/?p=4545#comment-19317 The Luke Wroblewski article contains some great insights. Unless I've missed something it does *not* tell us which version made the most money for the website owner. Well it was only a simulated test anyway. For example the guinea pigs completing the forms faster may not translate into more real people completing more forms correctly in real life. I've had mixed results in A/B split tests: in one test the Landing Page with inline validation performed worse than a similar LP with server-only validation. This was not a test of equals because the inline page was 60K including its js libraries - but the plain LP was only 25K. We considered adding some 'scrap iron' to the plain LP to weigh it down and make the test more equal - but decided it was not ethical and then we moved onto other topics without really getting to the bottom of this. Thanks for the link - and thanks even more for your original article. The Luke Wroblewski article contains some great insights.

Unless I’ve missed something it does *not* tell us which version made the most money for the website owner. Well it was only a simulated test anyway.

For example the guinea pigs completing the forms faster may not translate into more real people completing more forms correctly in real life.

I’ve had mixed results in A/B split tests: in one test the Landing Page with inline validation performed worse than a similar LP with server-only validation. This was not a test of equals because the inline page was 60K including its js libraries – but the plain LP was only 25K.

We considered adding some ’scrap iron’ to the plain LP to weigh it down and make the test more equal – but decided it was not ethical and then we moved onto other topics without really getting to the bottom of this.

Thanks for the link – and thanks even more for your original article.

]]> By: Leigh http://www.getelastic.com/12-checkout-blunders/comment-page-1/#comment-19315 Leigh Mon, 07 Sep 2009 01:44:20 +0000 http://www.getelastic.com/?p=4545#comment-19315 I love all of the examples brought up in this post. As we head into the holiday season, online retailers really need to double check their websites. Would you mind if I share this post on my blog? I love all of the examples brought up in this post. As we head into the holiday season, online retailers really need to double check their websites.

Would you mind if I share this post on my blog?

]]> By: UX Associates http://www.getelastic.com/12-checkout-blunders/comment-page-1/#comment-19313 UX Associates Fri, 04 Sep 2009 12:30:05 +0000 http://www.getelastic.com/?p=4545#comment-19313 Linda - I had not seen that article, but it is a much better example of the point I was trying to make. Thanks for sharing b/c I LOVE the videos that illustrate the before & after. Linda – I had not seen that article, but it is a much better example of the point I was trying to make. Thanks for sharing b/c I LOVE the videos that illustrate the before & after.

]]> By: Linda Bustos http://www.getelastic.com/12-checkout-blunders/comment-page-1/#comment-19311 Linda Bustos Thu, 03 Sep 2009 20:17:55 +0000 http://www.getelastic.com/?p=4545#comment-19311 @UX Associates Co-incidence? I just read this post from Alistapart http://www.alistapart.com/articles/inline-validation-in-web-forms/ @UX Associates
Co-incidence? I just read this post from Alistapart
http://www.alistapart.com/articles/inline-validation-in-web-forms/

]]> By: UX Associates http://www.getelastic.com/12-checkout-blunders/comment-page-1/#comment-19309 UX Associates Thu, 03 Sep 2009 19:54:54 +0000 http://www.getelastic.com/?p=4545#comment-19309 Great stuff - I will also add that companies do ajax form validation as a user fills out a form rather than relying on submitting and then returning an error. It can be simple as just checking that the format is correct (e.g. 16 digits for MC/Visa and that the email address is valid format). If that cant be done, make sure that not only is the error message clear, but also that the offending form field is visually identified. Also, make sure that shipping and billing info can be copied as to not require the user to input it twice. I've also done some interesting A/B tests on splitting login, shipping, billing, confirmation functions into separate vs. combined pages with some dramatic results. Less steps is not always better if the information is broken into more digestible & logical steps. Great stuff – I will also add that companies do ajax form validation as a user fills out a form rather than relying on submitting and then returning an error. It can be simple as just checking that the format is correct (e.g. 16 digits for MC/Visa and that the email address is valid format). If that cant be done, make sure that not only is the error message clear, but also that the offending form field is visually identified.

Also, make sure that shipping and billing info can be copied as to not require the user to input it twice.

I’ve also done some interesting A/B tests on splitting login, shipping, billing, confirmation functions into separate vs. combined pages with some dramatic results. Less steps is not always better if the information is broken into more digestible & logical steps.

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