Checkout Funnel Optimization
Optimizing your checkout funnel is a fundamental, ongoing process for e-tailers. Think of it this way, when you are in line to check out at a brick-and-mortar store, you have items in your shopping basket and more often than not, once you get in line, you complete the process by making your payment and carrying the bags of items to your car. Online, it's a much different story. A customer can vanish instantly, abandoning a cart full of items by clicking an "X" in the top corner of their browser.
Checkout funnel optimization is about doing everything you can to help that customer stay in the process to completion. A slight change in conversion rate, for some businesses, can equate to significant losses or gains in revenue. Therefore, it's important to monitor and track results as online customers step through the online checkout process. While doing so, gather data around drop-out points for insights on how to improve the flow.
The handling of coupons, the data being collected, the location of buttons, the messaging, the quality of your product images, shipping costs, the number of steps, the perceived security risk, the speed or performance, the reviews, etc can all impact the user experience and consequently, how visitors progress through checkout. Always be testing.
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"Many companies want to race through requirements elicitation, but not the Beacon team. The extra time we spent on analysis paid enormous dividends throughout the remainder of the project."