Post on 17-Jul-2015
Our Founders
Khalid SalehCEO
A recognized expert of marketing strategy, Khalid has been a frequent guest in key
media outlets, including CNN, BBC, SKY, France 24, MSNBC, New York Times,
National Public Radio, and more. He is an in-demand speaker who has presented at
marketing conferences across the globe.
Ayat ShukairyCo-founder, Managing Partner
400+ conversion optimization projects, She has worked with some of the world top
brands such as, 3M, O’Reilly, the Special Olympics, Discovery, helping them increase
online revenue by creating successful marketing campaigns.
Started as a kiosk in CA; and has grown
to be the undisputed leader of quality
cell phone accessories at discounted
prices
Problem:
1. High Cart Abandonment rates.
2. Visitors did not proceed to the Checkout and instead navigated to
other pages on the website.
Cell Phone Accessories Website Cart Page
Adding elements to
enhance trust and
incentives will increase
buyer momentum thus
increasing conversion
The control:
• Top Navigation
• Trust Icons
• Buy Safe
• Two Sets of Credibility
Indicators
The Control
Variation 1:
• Removed Top Nav
• Removed Buy Safe
• Added a Banner “Free
Shipping + 90-Day
Hassle Free Guarantee
• Kept Credibility
Indicators in One Place
Variation 1
Variation 2
Variation 2:
• Removed Buy Safe
• Top Nav Still in Place
• Added Banner “Free
Shipping + 90-Day
Hassle Free Guarantee
• Credibility Indicators
Near CTA And in One
Place
Variation 3
Variation 3:
• Removed Buy Safe
• Top Nav Still In Place
• Added Banner “Free
Shipping + 90-Day
Hassle Free Guarantee
• Assurance Center Added
in The Right Nav
The Results
12% Increase in overall website conversion rate
Variation Conversion Rate Uplift Confidence
Original 48.2% - -
Variation 1 54.1% 12% 93.1%
Variation 2 49.9% 4% 75.4%
Variation 3 50.3% 4% 70%
Digging Deeper
The cart page is a point in which Buyer Momentum is high. Cart
Abandonment is many times due to the fact that anxieties that surface
right before a purchase aren’t immediately mitigated.
Three methods which contribute directly to Cart Page Abandonment
reduction and keep Buyer Momentum high:
1. Increasing page scent through de-cluttering;
2. Increasing Trust, Value, and Urgency on the page through contributing
elements and language;
3. Mitigating FUDs through a stepped process.
• Top Nav is adding to the
clutter, bounce around and de-
funnelization of the visitor;
• Although credibility indicators
are present twice on the page,
their over are contributing to
increased anxieties (what are
you hiding??)
The Control
• De-cluttering and removing
outlets from a critical point in
the conversion process is key.
• Reducing credibility icons to
strategic locations and
removing unnecessary ones
only enhances trust.
• Adding a banner which offers
urgency through incentivizing
the offer and still maintain the
value and trust is important.
Variation 1
0%
25%
50%
75%
100%
125%
Help pages Homepage Category pages Product page Cart Checkout
Conversion Rate Correlation Factor
1. The Conversion Correlation Factor on a cart or checkout page is very high.
2. Buyer Momentum is high at a cart page, however Visitor Anxieties are
equally high.
3. Sometimes what we may perceive as elements that add trust and confidence
actually only increase anxieties.
4. The placement of credibility icons is key to increased conversion.
Key Terms
1. Increasing page scent through de-cluttering:
1. Remove obstructing elements;
2. Reduce number of buttons;
3. Offer a clear path to the next step;
4. Consider removing exit points.
Increasing Buyer Momentum in The Cart
Problem:
1. Cart Abandonment was unusually high;
2. Page had many competing elements.
Tile E-commerce Store Cart Page
The control:
• Banner looked like 2
buttons
• The CTAs were in very
close proximity to each
other
• The page was very busy
The Control
Variation 1:
• Solidified the checkout
buttons to a single clear
button.
• Added a banner
Variation 1
The Results
10.6% Increase in overall website conversion rate
Variation Conversion Rate Uplift Confidence
Original 4.06% - -
Variation 1 4.50% 10.6% 90.00%
Increasing Buyer Momentum in The Cart
1. Increasing page scent through de-cluttering.
2. Increasing Trust, Value, and Urgency on the page through contributing
elements and language
1. Messaging through banners;
2. More assurances through credibility icons;
3. Social Proof.
Increasing Buyer Momentum in The Cart
1. Increasing page scent through de-cluttering.
2. Increasing Trust, Value, and Urgency on the page through contributing
elements and language.
3. Mitigating FUDs through a stepped process
1. Clearly defined steps;
2. Visual progress indicators.
1. The Conversion Correlation Factor on a cart or checkout page is very high
2. Buyer Momentum is high at a cart page, however Visitor Anxieties are equally high.
3. Sometimes what we may perceive as elements that add trust and confidence actually only increase anxieties.
4. The placement of credibility icons is key to increased conversion.
5. The cart page is a point in which Buyer Momentum is high. Cart Abandonment is many times due to the fact
that anxieties that surface right before a purchase aren’t immediately mitigated.
6. 3 methods which contribute directly to Cart Page Abandonment reduction and keep Buyer Momentum high:
1. Increasing page scent through de-cluttering;
2. Increasing Trust, Value, and Urgency on the page through contributing elements and language;
3. Mitigating FUDs through a stepped process.
Summary