A Tale Of Two Carts
Posted 03 March 2010 - 04:18 PM
One is "checkout1" the other "checkout4"
I would love to get feedback from people here about the two versions, and information about what we could test next, barriers that are causing shoppers to leave, etc..
If you access our site www.toolup.com - place anything into the cart, and then click the "Proceed to Checkout" button - you will see that your URL will contain either "checkout1" or "checkout4". You can, at that point, change the url to be either 1 or 4 and you will both of them.
Obviously - you need to access these from the shopping cart - and not just the links above.
I welcome thoughts and ideas regarding our take on shopping carts - and any ideas that you think might help us to increase conversion rates.
Posted 03 March 2010 - 04:54 PM
Posted 03 March 2010 - 06:25 PM
WEB2: An error occurred on the server when processing the URL. Please contact the system administrator.
Posted 03 March 2010 - 08:13 PM
place item into cart
click proceed to checkout
manually change the URL from checkout1 to checkout4 to switch between the two.
you'd never access it direct from the links above.
Posted 03 March 2010 - 10:14 PM
Posted 04 March 2010 - 11:27 AM
I Think - and people correct me if I am off base here - that people are past being "scared" of a checkout page. When they click that "proceed to checkout" button - they expect to have to input their details. 5 years ago - I would agree a 12 item form was scary stuff.
Today - not so much.
Let's ask this:
People what are the top 3 carts of Top 500 retailers that you see and have used.
I am not talking wow - this is way artsy and has tons of flashy features. But rather - what carts have you seen that are conversion monsters? Get the job done? etc..
Posted 04 March 2010 - 06:50 PM
Personally I like to just tab through forms and enter my information, but I think you will find that most aren't going to use it that way. It all comes down to who your audience is and their comfort level.
Posted 04 March 2010 - 07:36 PM
Posted 05 March 2010 - 05:45 AM
Posted 05 March 2010 - 06:31 AM
I'm extremely web savvy and buy almost everything off the web, and I still like the one that looks easier. It's not a matter of fear as much as a matter of non-annoyance.
I went back and read what I posted and it did sound like that is what I was suggesting. I apologize because that is not what I meant.
To elaborate more on what I wanted to say, I think that you have different types of users, ones that want to see everything up front and just enter the information tabbing down the fields as they go and others that prefer to walk through the process. The larger the form the larger the group becomes that prefers to be walked through the process.
A good example of this where usability testing demonstrated the need to break the form up into manageable chunks was a business ethics survey I developed. It was an incredibly long form that we originally was developed as a one page form. We received massive amounts of complaints about it and watched many people display frustration and anxiety when confronted with it. We redesigned it with the wizard style approach, allowing people to save it as they went along and to return at a later time if they desired. This dramatically reduced the support calls and the frustration observed during testing.
What we learned from this was that no one complains if the process is too easy.
Posted 05 March 2010 - 07:29 AM
Just my opinion though.... how you have it seems to work just fine for amazon!
Posted 05 March 2010 - 12:50 PM
Posted 06 March 2010 - 03:06 AM
I gave it a go, and got checkout3.asp. I tried to change to checkout1 and checkout4 but the site never responded... I didn't find anything wrong with that page; but there is something else, again, not related to your original question (sorry) that i'd like to comment on: i think that it would be nice when a user adds something to their cart if they were only given 2 options: "Continue Shopping" and "Checkout", which would both be below a visual confirmation that the item was successfully added to their cart. When i added a tool to my cart, i actually didn't see the option to continue shopping the first time, and thought that i had no choice but to checkout.
Also, from another stand point (seo), you might want to consider removing your website's name from your titles ("... | Toolup.com"). You only get 66 characters to display in search results (70, if you stop on exactly 70 or less printable characters (eg, in html, "&" is 1 printable character)), and users who are searching for "concrete saws" are not searching for "concrete saws toolup.com", so your page would be deemed less relevant than a page with the SAME title, minus the website's name. Users normally don't care as much about where it comes from as they do with other factors, so the most important step is that you get them to come and look at YOUR site first, by any means necessary. Also, your website's name / address is shown in the search result's url. Google likes Short and To the Point. The more you oblige, the more favoritism you will receive (in so many words). Remember how i said in the other thread about being able to get what i want from results? Well, notice that i never use a title longer than 70 characters; whereas you almost never see a website with a huge title in front page results. Also, if you MUST use one longer than 70, then try to make sure that there is not a word at the 66th one, so that it does not get broken --or rather, taken out-- and turned into an ellipsis (...).
That's just my input, fwiw, but maybe it could help to shed some light on some aspects that you have not yet considered.
Edited by AlexGrim, 06 March 2010 - 03:16 AM.
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