Resperate - Order Process

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ResperateOrder Process Analysis Recommendations. October 2006 Version 1
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Contents

1. Current Order Path (Slides 3-6)
2. Order Path Principles (Slides 8-9)
3. New Order Path (Slides 10-13)
4. Basket Recovery (Slide 14)
5. Follow-up Email (Slides 15-16)

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Shopping Cart
This button may be confusing since it already
appears below the order details. You want to
lead your customers attention down the page.
Move this section to the payment page.
Include payment logos showing your customers what
forms of payment you accept.
We suggest adding some credibility indicators on
this page - possibly in this area. Test adding
compelling copy about the product.
4
Billing Shipping
Add link Returning Customers Sign In Here.
Delete this button. It may be confusing to your
customers.
This is confusing. Simplify what you are asking
- Is the shipping address the same as the
Billing Address? Yes - NO.
Email address and Credit Card information
should be captured before anything else. This is
important in establishing a basket-recovery
program.
Move this section to the top of the page. This
ensures the user that they are indeed buying what
they want. Also, make smaller so it is still
informative but less intimidating.
5
Payment Page
This page would be integrated with the customers
billing and shipping information for a shorter,
and quicker order process. The elements of
this page would include Heading Click here
if you are a returning customer. Quick summary
as shown. Billing info Link to add an
alternate shipping address Order Button
Rename this field with Name on CC.
Convert the shipping section to a drop-down menu
so it takes up less space and it wont appear as
extra charges. This is an important
psychological aspect of this page.
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Confirmation Page
Move this section (following the example in the
other pages) to the top of the page.
Add a section called Order Tracking above order
date section and include the username and
password setup. Your system will have to link
the new user and pass created to the information
they already submitted. Suggested text for this
section would be If you would like to track
your order, please create a user name and
password below. Pre-fill first field with
email address as username. Add password and
pass confirmation field.
Please Note With this new order process the
email address field will need to be included as
part of the billing information so you can send
them an email receipt of their order even if they
do not want to create a user or password.
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New Path Suggestions Comps
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Order Process

• The 9 principles of an effective order process
• Track the customer's buying experience.
• Avoid surprising the customer with negative
  information.
• Help the customer understand.
• Save the customer time.
• Give the customer options.
• Help the customer feel safe.
• Incentivize the customer to continue.
• Help the customer select everything they need.
• Solve the customer's credit card problems.

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New Path Suggestions Comps (Storyboard)
Basket Page
Customer InfoEmail CC info
Billing Shipping info
Confirmation Page
10
New Cart Page
We want to keep the customers attention on this
page while still selling him/her. We have
included compelling copy about the product next
to the next decision point. Without distracting
the user and leading them elsewhere, we have
place several credibility indicators below the
decision point. These statements (and logos)
should help the user feel reassured about his/her
purchase.
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New Payment Form Page
An order page is (by its very nature) an
obstacle page. It is an obstacle to the sell. The
goal is to minimize this obstacle with a page
that appears easy and safe.
Coupon Code form has been moved to this page due
to its relevance.
Add a high impact testimonial about how satisfied
a customer is with their purchase or about your
customer service.
Place your Money-Back Guarantee and Icon (if you
have one) in close proximity to the payment
information.
Minimize the customers anxiety about providing a
credit card by including a logo for the SSL
company or processing company you are using.
Collect only the most essential information on
this page. We can use a basket recovery program
if they abandon the cart after this step.
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New Shipping Information Page
Now that you have the customers email address
and credit card information, we can use this page
to collect their billing information.
We can reduce some of the users anxiety by
simply asking them Where should we send your
New Resperate?
Reduce the amount of displayed fields by asking
if the shipping and billing address is the same.
If the user clicks No, then we can dynamically
populate the needed additional form fields.
Add a high impact testimonial about how other
customers quickly received their order
Subtly let the customer know that they are
already committed to the purchase. All they have
to do now is have their product shipped to them.
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New Confirmation page
The purpose of a confirmation page is to reduce
or eliminate returns. We need to make the
customers feel comfortable and secure about the
purchase they have just made.
We wanted to make this page look more like a
receipt and not a shopping cart. Let the
customer know that they have successfully paid
for their item.
Adding optional tracking information is a good
way to get customers to create an account and
thus get more information on your client-base.

• Clearly list the details of the order,
  including
• Order number for reference.
• Where the item is being shipped.
• Last 4 digits of the credit card used.
• Order Total.

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Basket Recovery

• To help convert incomplete orders into paid
  orders we suggest a sequence of 2 follow-up
  communications.
• A follow-up customer service email 1-hour after
  someones email address is captured and they have
  not completed a purchase.
• A follow-up phone call for anyone who completes
  the section where phone number is required. We
  can test different variations of the email
  capture section to include phone number.

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Follow-up Email For Incomplete Orders Page One
Hello Thank you for visiting
RESPERATE.com We noticed that you started
placing an order on our website and were not able
to complete your purchase. Did you have a
problem with our website? Is there anything we
can do to help? There are two ways you can
complete your order 1. Just visit our ONE-page,
EASY ORDER FORM INSERT LINK (Link back to
cart page with products that were in their
basket if possible.) 2. Contact one of
our helpful customer care representatives that
can assist you in completing your order.
Customer Service Phone Customer Service
Email Your time is valuable, thanks for
shopping with RESPERATE.com. Thank
you, RESPERATE Customer Care P.S. Buy with
confidence! All products from RESPERATE.com come
with a 30 day money back guarantee. If you
want your name removed from our files, just send
a blank email to this link
SUBJECT LINE Incomplete Order From RESPERATE.com
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Follow-up Email For Incomplete Orders Page Two
Hello We are not sure if you received our
previous email, but this is our last attempt to
contact you. Several days ago, you started to
place an order on RESPERATE.com. Somehow, you
were unable to complete the form. Was the
problem on our end or on yours? Is there any way
we can help? There are two ways to complete your
order in just two minutes or less 1. Use this
link to visit our ONE-page, EASY ORDER FORM
INSERT LINK 2. Call (Toll Free) 800-555-5555. We
are standing by to answer your questions.
Customer Service Contact Info Please let us know
if there is any other way we can
help. Thanks, RESPERATE Customer Care P.S. If
you do not respond to this email, we will
remove your information from our servers. There
is no need to un-subscribe. If you want your
name removed from our files, just send a blank
email to this link
SUBJECT LINE FINAL NOTICE - Incomplete
RESPERATE.com Order