Designing for bargain shoppers – keep up the bargain buzz.
Want to know how your checkout process could be failing to convert bargain hunters into customers? Here’s an example…
An enticing email with a 25% off promo code for LittleMissMatched last week, lured me into a little shopping on the website. Although I arrived at the site courtesy of the giant “25% off” link in the email, there was no acknowledgement of that on the landing page.
Tip: When users arrive on your site using a link in an email about a discount or sale, acknowledge that in an obvious way right on the landing page. This builds trust and excitement, two marvelous persuasive elements for shoppers.
I found a couple of bargains, put them in my cart, decided I was done, and went to check out.
Not only was the discount not acknowledged on the landing page, it was also not acknowledged on the shopping cart page. In fact, there was no box to enter the promo code and no button to apply it, so the page doesn’t show me the final discounted price. Instead I see the full price glaring at me. The excitement over my discount purchase, my bargain buzz, is beginning to fade.
Just then, I see the note at the top informing me that I can enter my code later on in the process. That’s fine, but I can feel myself losing the urge to complete my purchase now. The checkout process is not delivering on the promise the email hooked me with. I know I could use my head to figure out what my final cost will be (afterall, my undergrad was in mathematics), but that’s not fun and it kills the momentum.
Tip: When designing for a bargain hunter, you must do one thing well. Show her how much of a bargain she’s getting. Show her in bold and color. Show her in dollars and percentage. Show her in dimes and nickels (ok, just kidding about that one). Deliver loud and clear on the promise she is getting a deal.
Things go downhill from there. I find myself on a login page, no promo code entry box in sight. In addition, the screen on this page starts to look sketchy. There is already an error message on the page when I arrive. What?
The next page asks for my payment information. All the usual questions start to pop up in my mind. Where is my final total? Where is the promo code box so I can apply my coupon code and see what I’m saving? Did I miss the box in an earlier step? Is my credit card going to be charged here? My excitement is dwindling, and I’m starting to think about other things now. Then I notice the text above the credit card images telling me I can enter the promo code later in the process. Later? How much later? How much longer is this process? Now, I’m starting to wonder if this is worth it.
Tip: Before asking a user to input her payment information, make sure she knows the final price.
Once you start asking a user to exert effort (like inputting her credit card info), the potential for abandonment begins to increase. To combat that, make sure to maintain the user's excitement and focus about what's waiting at the end.
I abandoned my purchase at this point. It was late, and I drifted off to something else. Interestingly enough, the next day I noticed an email from LittleMissMatched telling me I left some items in my cart. It was an attractive email, but the fact that the company has a process in place to address abandonment implies there is a known problem. I believe if they fix their checkout process they’ll find they are sending out fewer of these emails.
Bottom line: To improve conversions, generate excitement about the purchase. When it comes to bargain purchases, you have to do it first and foremost with the discounted price. You can pack another punch with messages like “Place your order now and you could be sleeping in your new super soft pajamas by then end of the week!” or “The weather is getting cooler. These socks will look adorable on your toddler!”
