Re: [Sigia-l] Shopping Basket

Not being able to buy products would seem to be a fairly significant impediment to ECommerce.


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Skot Nelson
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On 2011-01-25, at 8:33, Louise Hewitt <[email protected]> wrote:

> Guess what! They just pulled the overlay cart :D
> 
> Now I have NO BASKET - hmmmm.
> 
> Thanks for all the feedback.
> 
> Lou.
> On 18 Jan 2011, at 21:06, Jonathan Baker-Bates wrote:
> 
>> On 18 January 2011 13:16, Louise Hewitt <[email protected]> wrote:
>> 
>>>> 6. What about the upsells? (sorry, I work ecomm). Many sites will use
>>> the
>>>> shopping cart to sell that final upsell. Need a warranty to go with that
>>>> watch? Or the belt to go with those shoes? A lot of ecomm platforms offer
>>>> upsell products in the shopping cart for additional sales before starting
>>>> checkout.
>>>> 
>>> RE Jonathon - this is the kind of messaging I worry will be lost
>>> (particularly the 'comfort' stuff like charges and policies) in a slimline
>>> overlay approach. In losing the dedicated space, those who would like to
>>> have that sort of stuff won't get to see it.
>>> 
>> 
>> Changing the goalposts, eh? :-) If up/crossell is an issue, then we're on a
>> different playing field (although still not one where I'd rule out removing
>> the cart step to solve those issues).
>> 
>> 
>>> 
>>> 
>>>> I'd be curious to see/hear what your checkout flow is going to look like.
>>>> Multi-step? Single page? UI presentation? Etc. There's alllll sorts of
>>>> debates and  back and forth on "the best checkout" that continues to rage
>>> on
>>>> (in a good way, of course :) ) but I understand client confidentiality.
>>>> 
>>> 
>> 
>> I don't think I'd be revealing too much when I report that we have been
>> running a three-way test between very different checkout paths (a two-step,
>> a three-step and a single step) solidly for the best part of two YEARS
>> across about 10 points of sale, and in that time have run various tests
>> within those tests on each main variant. There has been no clear winner yet,
>> and most of the sub-tests barely move the needle. On the evidence I have
>> from that, it would seem you could make customers place their orders with
>> SQL queries and it would barely affect conversion. Could it be that once you
>> are that far down, design becomes irrelevant? It's certainly the case that
>> UI tests at the top of the funnel show variations in conversion and other
>> metrics that are usually an order of magnitude more violent than anything we
>> do down by the booking form. Mind you, we also invite people to place orders
>> with a toll-free call (which tend to convert extremely highly) so that's
>> worth considering :-)
>> 
>> Jonathan
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