increasing basket to checkout conversions - the asos way

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Increasing Basket to Checkout Conversions(the way)

by Paul RoukeHead of Usability at PRWD

24th February 2011 @ Bar 38, Manchester

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7 years experience focused on:

– improving ‘visitor >> purchaser’ conversion rates

– increasing average order values

– improving number of returning visitors

– converting offline shoppers to online shoppers

• The UK’s leading online and home shopping retailer• Annual sales of around £1.5 billion• Around 5 million customers

My background

Joined the very 1st e-commerce team in 1999 in design and usability role

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The Leading North West Usability and Conversion Optimisation Consultancy

Provide services to help improve the performance of e-commerce websites

•Usability testing•Expert evaluations•User-centered design•Usability training•Usability consultancy•Conversion rate optimisation

Who is PRWD?

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PRWD Clients IncludePRWD clients include…

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The Shopping Basket

2 Main Types of Retailer

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Single Item Retailers

• Large

• One-off

• Expensive

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Multi Item Retailers

• Outfits

• Shopping spree

• Inspiration

• Complimentary

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Objective of the Shopping Basket

Provide the visitor with all they need to know for them to be

happy to progress to checking out, without any un-answered

questions.

Paul Rouke, Head of Usability @ PRWD

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A key ingredient of the shopping basket

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A key ingredient of the shopping basket

Transparency

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What They Have Done

Redesigned their shopping basket

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Their New Basket Design

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How They Have Done It

“Our in house UX team spent weeks wireframing, designing, prototyping and usability testing a whole raft of

new features that our customers had told us they wanted over the years”

James Hart, eCommerce Director @ ASOS

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Key Shopping Basket Elements

In-basket option editing

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Key Shopping Basket Elements

Dynamic reservation and expiry details

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Key Shopping Basket Elements

Shipping costs and options available

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Key Shopping Basket Elements

Clarity of proposition & security

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Key Shopping Basket Elements

More elements of shopping basket best practice from ASOS

http://bit.ly/ASOSbbp

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Any impact on conversion rates?

3% uplift

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What Next for ASOS?

Following the same customer-centred approach ASOS are redesigning their

checkout process in 2011

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Next steps

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Connect with me

http://uk.linkedin.com/in/paulrouke

Office:0161 228 0585

Mobile:07739 745 126

Email:paulrouke @ prwd.co.uk

Web:http://www.prwd.co.uk

PRWD22 Lever StreetManchesterM1 1EA

http://twitter.com/paulrouke

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Thankyou for listening to

“Increasing Basket to Checkout Conversions (the ASOS way)”

by Paul Rouke

Further insights on shopping basket best practice

http://bit.ly/ASOSbbp