MEASUREMENT
Checkout & Confirmation
Maximise conversion at the final checkout stage with : the removal of all distractions ( everything that doesn ’ t lead to a conversion decision ); customer service reassurance ; giving return users a single screen checkout experience ; confirming the key transaction details ; and contextual content that provides value beyond the immediate transaction ( and contributes towards retention ).
With new technologies , we may see mobile conversion exceed desktop conversion , which is why every company today needs to be mobile-first . There is absolutely no question smartphones and tablets will be central to web retailing moving forward , and that these mobile devices will be at the core of driving overall growth .”
Vishal Agarwal , EVP & CMO , Nomorerack . com Inc ., No . 78 in the Internet Retailer 2015 Mobile 500
User can select their preferred delivery date / time
Allow users to select their preferred delivery date / time , and remove this unnecessary barrier to conversion . Users may not be able to make a preselected date , due to work or family commitments , or holidays . Consider providing a range of options to meet all scenarios , and tiering delivery charges in order to fulfill that level of service quality .
If user closes the app during a partial checkout , when re-opened all form inputs are restored enabling them to continue conveniently
If a user chooses to close the app mid-way through a - partial - checkout , on re-opening the app , all of the form input data should be restored , allowing the user to continue where they left off conveniently .
Confirmation screen reassures the customer with completed transaction information
Provide reassuring information related to the customer ’ s purchase or booking , e . g . the item ( s ), prices , taxes , delivery address , expected delivery date , print invoice , links to FAQs , customer service contact options , etc . These things will reassure customers , direct them to helpful self-service content , and reduce volume to the customer service centre . ( See images 26 , 27 )
Confirmation screen provides contextual content ( to provide value beyond the checkout ) Post-payment or post-booking confirmation screens are an important stage to begin the retention effort , through contextual content that provides value beyond the transaction , and helps create differentiation . For example : Retail transaction : send SMS reminder an hour before delivery
Car booking : address and map of collection station and drop-off stations
Event booking : Add to Calendar , Send to Passbook or TripIt ( See image 28 )
MEASUREMENT
Funnel reports : % of visits going to the next step in the process
Functional Errors : type and number of checkout defects ( to be fixed )
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