Optimizing the Shopping Cart and Checkout Process - with Keith Hagen скачать в хорошем качестве

Optimizing the Shopping Cart and Checkout Process - with Keith Hagen

In this video interview, web optimization expert Keith Hagen offers several suggestions on how to tweak your shopping cart and checkout process in order to increase completed sales. First, get out of your customer's way and give them what they want and expect, says Hagen. And don't provide site navigation in the cart page -- or your customer may be tempted to leave the process entirely. It's best to follow established conventions, currently a 4-step checkout process: (1) cart, (2) billing information, (3) shipping information, and (4) payment, followed by a thank you page. However, a one-page checkout process is becoming more popular. Within the checkout process you need to never stop selling. You leverage trust by including trust badges or logos from companies such as VeriSign, McAfee, or BBB Online. Testimonials also reassure people and encourage them to continue the checkout. It also reassures people to show a picture of the product they are buying or give a full description and attributes of what they're purchasing. Some capable carts with good options in their checkout process include Magenta, Elastic Path, and Digital River. Keith Hagen is the co-founder of ConversionIQ, a website and e-commerce optimization company. This interview was recorded at the SES Conference in Chicago on November 15, 2012.