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Paul Rouke from usability consultancy PRWD explains how ASOS have redesigned their shopping basket based on customer feedback to deliver an improvement to their basket > checkout conversion rate
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Increasing Basket to Checkout Conversions(the way)
by Paul RoukeHead of Usability at PRWD
24th February 2011 @ Bar 38, Manchester
Event Hashtag #CTMan
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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
