The cart and checkout pages of any eCommerce website are a crucial part of the customer journey. It is also one of the most important stages to AB test and optimize because it has a big impact on the customer’s decision to complete the order, or drop out of the buying cycle. This metric is calculated and assessed using the shopping cart abandonment rate.
In this stage of the sales funnel, marketers already know that visitors like their online shop and find value in their products or services because they have already taken the decision of placing the items in their shopping cart. The goal for any online marketing professional is to have as few people as possible dropping and abandoning their buying process, and therefore have as many people as possible complete the order.
In order to improve the conversion and completion rates, marketers need to focus on making the checkout process as simple as possible. Let’s keep in mind that “simple” here means a different thing for different people around the world, so the checkout also needs to be localized in order to fit with your local audiences’ expectations.
One of our clients, Outbyte, wanted to AB test our solution in order to see which payment provider performed best on a global scale. Outbyte is an Australian technology company developing and selling software products around the world. The digital products they sell online include for example Outbyte PC Repair, a product that fixes performance issues on PC and Mac, an antivirus protection called Outbyte AVarmor or even Outbyte Driver Updater, a tool that scans computers to identify currently installed devices and drivers, and recommends updates.
The different KPIs and metrics used for this AB test included the following:
- Conversion Rate (Completion Rate)
- Overall Sales
- Abandonment Rate
- Customer Satisfaction
- Average ticket
- Correct process of autorenewals
AB testing is a great practice as it allows marketers to constantly find best practices or maximize revenue, and in this case find the best performing payment provider globally for the company. Our solution has proven to be the best performing one for Outbyte. When it comes to this AB test, Softline Ecommerce stood out for several reasons:
- Page load times.
- AI-based multi-acquiring (and local acquiring).
- BI powered anti-fraud tools.
- Personalized trigger e-mailing.
- Shopping Cart and Checkout customization.
- Alternative payment methods.
- Flexible tool that helps you AB test local variations (Trust marks, progress indicator, effortless navigation initiatives, payment options, call to action, pricing, efficient project management team and etc).
If you would like to optimize your digital sales as well, Softline Ecommerce’s all-in-one solution might be a good choice for you. We empower our clients to sell their digital products in emerging markets and improve their local sales with our state-of-the-art technology and expertise that is constantly evolving. So, if you want to see what we can do together, don’t hesitate to contact us on our website, via Linkedin or email (firstname.lastname@example.org).