Strategy Spotlight - Taylor Gifts Checkout
One of the most important factors to increasing conversion is improving the shopping cart and checkout process. Sales are won within this site component and it is paramount to examine the data that unlocks the mysteries within this process.
Too often however, cart and checkout processes extend through many clicks and lead consumers down a long and winding road. Retailers lose interested customers because consumers lose patience or simply become distracted when progressing.
Taylor Gifts was encountering similar types of roadblocks and felt that improvements to the checkout process could drive a higher level of conversion. After looking at the data within the Taylor Gifts checkout process, both Taylor Gifts and Trinity Insight realized that a high percentage of customers were not progressing past vital stages of billing and shipping information.
To combat this, the team collaborated on a new design and process workflow to streamline the checkout stages. Although still in the implementation phase, both Taylor Gifts and Trinity are confident that by reducing the clicks to completion by 50% - the Taylor Gifts online business will experience incremental sales increases.
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