This year's World Cup ended barely a few weeks ago, and already the dust has settled and we've all gone back to our non-football lives.
From an English perspective, there were thankfully few penalty shoot-outs in this year's tournament (I can only remember two, maybe three), and even more thankfully, England won theirs (for the first time in living memory). Penalty shoot-outs are a test of skill, nerve and determination; there are five opportunities to score, or to lose, and to lose completely. It's all or nothing, and it really could be nothing.
It occurred to me while I was a neutral observer of one of the shoot-outs, that a typical online checkout process is like a penalty shoot out.
Five opportunities to win or lose.
A test of nerve and skill.
All or nothing.
Practice and experience helps, but isn't always enough.
As website designers (and optimizers), we're always looking to increase the number of conversions - the number of people who successfully complete the penalty shoot out, get five out of five and "win". Each page in a checkout process requires slightly different skills and abilities; each page requires slightly more nerve as you approach the point of completing the purchase, as our prospective customer hands over increasingly sensitive personal information.
So we need to reassure customers. Checkout conversion comes down to making things simple and straightforward; and helping users keep their eyes on the goal.
1. Basket - the goal
2. Sign In - does this go in checkout, or at the end?
3. Delivery Details - where are you going to deliver the package?
4. Payment Information - how are you going to pay for it
5. Confirmation - Winner!
From an English perspective, there were thankfully few penalty shoot-outs in this year's tournament (I can only remember two, maybe three), and even more thankfully, England won theirs (for the first time in living memory). Penalty shoot-outs are a test of skill, nerve and determination; there are five opportunities to score, or to lose, and to lose completely. It's all or nothing, and it really could be nothing.
It occurred to me while I was a neutral observer of one of the shoot-outs, that a typical online checkout process is like a penalty shoot out.
Five opportunities to win or lose.
A test of nerve and skill.
All or nothing.
Practice and experience helps, but isn't always enough.
As website designers (and optimizers), we're always looking to increase the number of conversions - the number of people who successfully complete the penalty shoot out, get five out of five and "win". Each page in a checkout process requires slightly different skills and abilities; each page requires slightly more nerve as you approach the point of completing the purchase, as our prospective customer hands over increasingly sensitive personal information.
So we need to reassure customers. Checkout conversion comes down to making things simple and straightforward; and helping users keep their eyes on the goal.
1. Basket - the goal
2. Sign In - does this go in checkout, or at the end?
3. Delivery Details - where are you going to deliver the package?
4. Payment Information - how are you going to pay for it
5. Confirmation - Winner!
