Forum Moderators: phranque
The way my friend set it up is a bit strange, but I wanted to hear some ideas from others:
When someone adds to cart, they go to a "view cart" page. then they have a button to continue shopping or to checkout.
On the same page as the "view cart" page, they have to enter their email address before they proceed to checkout. Then the checkout goes as normal, dependent on whether they have an account or not.
Does anybody have any ideas or stats about the effectiveness of this? Or any other stats or information about shopping cart structure?
Thank you.
My comments are strictly from a "shopper's perspective" since I've only been peripherally involved with an ecommerce site. I'm a chronic tinkerer, constantly tweaking my hardware. Computers should be FAST! :) So I buy new components often and install them myself. I'm also a cheapskate so I always shop for the best price and rarely buy twice from the same vendor.
On the same page as the "view cart" page, they have to enter their email address before they proceed to checkout. Then the checkout goes as normal, dependent on whether they have an account or not.
For a shopper like me, it really makes no difference. I'll need to create an account no matter how the site is structured. And filling out that form is always a pain... :(
If I shopped regularly at one place, having that account information made available simply by entering my email address would be very convenient (assuming site security is adequate). I'm assuming this is how your site works...
If so, then if the majority of your customers are regulars, I'd be surprised if they didn't appreciate this setup. OTOH, I'm always reluctant to provide an email address unless I know exactly how it will be used. I suspect many first time buyers will feel the same and it may cost sales. A prominent statement as to why an email address is required and how it will be used would probably prevent most of those lost sales.
On the same page as the "view cart" page, they have to enter their email address before they proceed to checkout.
I'd rather see the request as the first step AFTER the "Proceed to Checkout" is clicked, and keep it out of sight for the shopper who is happily piling things in their cart.
Otherwise it's like wandering around your physical world shop and warning everyone who puts merchandise in their cart that you will eventually want to see some ID. It feels just a bit strange.
Other than that it seems pretty normal...
Nick
Is the reason for this to capture the email address so that in the event of an abandoned shopping cart you can try to remarket to that user?
If, however, I can get the books for the same price at Amazon or Barnes and Noble and their shopping cart solution was more intuitive and usable IŽd go there.
Andreas
So, to try and determine what the problems are, you capture the email at the beginning of the checkout process. This way you can contact those users and find out why they stopped before purchasing.
P.S. Using the email in this scenario, it sounds like the checkout process will populate with your details once it confirms your identity. I've always liked those sites that remember my shopping history, or at least my user information.
too many click-thrus to the 2nd or 3rd phases of checkout. And no purchases!
As a user, I'd be royally ticked off if I abandoned a shopping cart and the site emailed me about it.
As a designer and marketer, I LOVE the idea.
I feel like Sybil.
This might be a little off the topic but...
A determined prospect will become a customer, unless he/she is disrepected or feels violated in some way.
So many retailers ask for my zip code whenever I bring stuff to the counter. I don't particularly feel violated or disrespected, but it is annoying. But, that does not stop me from shopping there or purchasing the items. I am sure many feels same way as I do.
In general retail environment, people are not likely to change their minds about the purchases as
1. He/she is in direct interaction with a person behind the counter
2. He/she is surrounded by other shoppers (although it isn't the case all the time)
In a social situation such as that, people's tolerance for annoyance factors are higher than the usual as they do not want to loose face front of the others.
Abandoning an online shopping cart is pure cake. There's no one there to criticize me for my actions in any form or the ways.
With all things considered, the question is...why is that email asked at that particular stage of shopping process? If the reason were clear and logical to your prospect, he/she would not hesitate to provide the desired information. It doesn't take much to come to realization of the nature of question; deep down, you know;)
IMHO, it's not matter of when or how the question is asked but what and why the question is asked that matters. If the information you seek from them will..
1.save money
2.save time
3.or both
prospects will oblige.
Be sure to be honest:) No one wants to be bothered, but most don't mind being communicated.
As long as I felt it wouldn't be improperly used though I wouldn't mind filling my email in before the rest of my details.
