Customers are getting stuck in the basket
in progress
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Chris
I've noticed through Microsoft Clarity and from feedback from cus.ser that a lot of customers are getting stuck in the basket and having a negative user experience.
They're jumping the gun and clicking on the delivery options here (alot) before either calling us, giving up or figuring out they need to click checkout and follow the steps.
A customer today told us our website is overly complicated and "terrible" to use. Which upsets me... he should have seen our previous one!!!
My question is... What's the plan with making a slicker checkout? Is showing postage options here helpful or not?
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in progress
Shirin Sadr
Also - as it doesnt display delivery in the shopping basket total (understandably as this would be subject to change based on location) would it be useful to say "Delivery: Calculated at Checkout" in the shopping basket total?
Or perhaps an alternative solution that also has similar effect - ours stacks less than ideally on mobile but I see Chris' doesn't display the same so It may be something specific to our layout. The delivery options would ideally stack before "item total" but in our mobile layout, "delivery options" are the last thing on the page after you scroll right to the bottom after payment options, t&cs ramble, click and collect details etc - Delivery options is arguably one the more important details that customers will be looking for on the shopping basket.
We have just set up with clarity so we'll monitor our checkout results once we've allowed more data capture.
Neil McQuillan
Hmm interesting. People want to see delivery options in the basket, there are three main things which effect conversion rate on ecommerce.
- Is it in stock
- What's the price
- When can I have it and what does delivery cost
I think our product is really strong in these areas. I'm open to feedback on improving the basket however. We wil overhaul the whole checkout this year, but it will be every screen after the basket/cart screen, that is planned to stay fairly constant. We do plan to add per line Rewards Points calculations for those who use Customer Rewards.
One thing which really stands out, you have two third party addins which prevent viewing of delivery options on a mobile I would suggest NOT loading these in on the basket page there is already plenty of information for people to process.
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Chris
Neil McQuillan Hello. Thanks for your input. It's been fascinating to see how people use the website. It's made me realise the styling/layout (possibly unique to our website) is seeing a lot of customers clicking on what they believe to be buttons and getting frustrated (suggested by the enthusiastic use of clicks) when they're not. Like the delivery options or the click and collect button... anything that looks like a hyperlink.
It seems like "selected during checkout" and the paragraph about points was all added to help the would be customer navigate the existing basket. But in the above example it did not help. 29 clicks were recorded just under the "selected during checkout".
I guess the distinction between checkout and basket isn't obvious enough to everyone.
Could I suggest a "Checkout Here" as although I agree with your 3 main things, I'd add that they need to know what to do next to get their product. Checkout is referred to but it's not clear as to where it is to the uninitiated. There's no Checkout... possibly changing the "payment options" title to Checkout. or change "choose payment method" to "Checkout Here, using:"
I'll get onto support to kindly remove widgets from the basket.
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Scott Hargrave
Neil McQuillan and 1a - Ease of use :) If the site isn’t easy to use people give up before determining 1 2 3
Shirin Sadr
Chris Neil McQuillanAlso - that formatting issue with the mobile version with the random floating "Price" "Saving" "Qty" - That affects all sites. Can formatting be looked into asap as thats not good UX or visual either.