Questions? (877) 643-7244

Checkout Process

FutureNow Post
Friday, Feb. 29, 2008 at 1:29 pm

PayPal Should Go Undercover

February 29th, 2008


PayPal recently announced a streamlining of its payment flow process that doesn’t require a PayPal account to use. In other words, you can “check out” via PayPal, reap the security benefits of the merchant store not knowing your financial details, and pay for your item without having created any long-term relationship with PayPal (although they wouldn’t mind).

Adding PayPal to an e-commerce site can sometimes result in lower conversions — which makes sense because you’re being taken away from the experience you were…

...continue to read "PayPal Should Go Undercover"

FutureNow Article
Tuesday, Feb. 26, 2008

Hidden Secrets of the Amazon Shopping Cart

February 26th, 2008

Amazon add to cart buttonApproximately 76 million people have purchased from

Chances are, many of you click this “Add to Shopping Cart” button several times throughout the year.

So, why does it always stump audiences of online marketers when I ask them where in the checkout process Amazon has us select a quantity for the item(s) we’re adding-to-cart?

Before you scroll down for the answer, let me give you some popular Add-to-Cart methods to choose from:

#1 — A form field that defaults to “1″ or “0″…

...continue to read "Hidden Secrets of the Amazon Shopping Cart"

FutureNow Article
Tuesday, Jan. 15, 2008

Old Navy’s New (E-commerce) Tricks

January 15th, 2008

old_navy.jpgRecently, Old Navy redesigned their site, adding a lot of value with a few changes. The new site provides several good examples on how to improve e-commerce usability by focusing on ways to reduce friction in the customer experience.

So, let’s take a look at some of the changes to their product pages and shopping cart to get a better sense of what they’ve done a good job of so far, and share a few ideas for other changes worth testing…


...continue to read "Old Navy’s New (E-commerce) Tricks"

FutureNow Post
Friday, Dec. 7, 2007 at 6:11 am

Online Retailers Fail Customer Experience 101

December 7th, 2007

F_Grade.jpgMy Company (Future Now) just released its “2007 Retail Customer Experience Survey,” revealing both good and bad news.

Bad news first. In aggregate, online retailers fall far short of offering good or even adequate customer experiences. A pathetic 4 out of 330 sites would get a passing grade in Customer Experience 101. It’s frightening to consider how much money is being left on the table and how many conversion opportunities are missed.

The good news? Companies show improvement over the last survey,…

...continue to read "Online Retailers Fail Customer Experience 101"

FutureNow Post
Wednesday, Nov. 28, 2007 at 3:13 pm

Godin Was Right — Threadless is Better than “Seamless”

November 28th, 2007

sewing the seeds of conversionA few months ago, Seth Godin put the word “seamless” into a better context.

…seams are important.

Try throwing a baseball or a football without seams.

Wear clothes without seams and you look like you’re on Star Trek.

Seams make it possible to get a grip.

The goal, it seems to me, is not to create things that are seamless. It’s to put the seams in places where they are actually useful.

That’s exactly what does for its customers. If you’ve done business with them before…

...continue to read "Godin Was Right — Threadless is Better than “Seamless”"

FutureNow Post
Friday, Nov. 9, 2007 at 9:34 am

Guarantee Holiday Sales

November 9th, 2007

In cubicles and corner offices around the e-tailing world, eager marketers and merchandisers are cranking up for the 2008 holiday season, with visions of plump virtual shopping carts dancing in their heads.

Meanwhile, shoppers go about their lives. Time ticks. The burden of seasonal shopping grows bigger as the number of shopping days until Christmas gets smaller.

Each year the season seems to start earlier. Shoppers are faced with more choices than ever, and online retailers are getting savvier, offering better wares…

...continue to read "Guarantee Holiday Sales"

FutureNow Article
Tuesday, Oct. 16, 2007

Case Study: Karma Police Arrest Radiohead for Leaving Cash on the Table

October 16th, 2007

raadiohead_checkout.jpgHumans are notoriously uptight. One moment we’re seething with anticipation over something that’s sure to be so thoroughly enjoyable that we can’t even picture complaining about it — ever — until the next day or so, when we do. Without warning, people will turn on your brand and tell their friends to do the same. This is why setting expectations online is crucial; something the band brand Radiohead learned the hard way after its novice online marketing efforts managed to disappoint…

...continue to read "Case Study: Karma Police Arrest Radiohead for Leaving Cash on the Table"

FutureNow Post
Friday, Oct. 5, 2007 at 10:19 am

When Will My Order Arrive?

October 5th, 2007

That’s a question a lot of sites have trouble answering. They likely know the answer, but the way in which they present the information is vague — if they present it at all. does an exceptional job of answering this question in its shopping cart.

They give customers the information they need, stated clearly and in the visitor’s language. “About how long before I get my package?” Great question — and they’ve already asked it for you. Estimated shipping and delivery times…

...continue to read "When Will My Order Arrive?"

FutureNow Post
Wednesday, Oct. 3, 2007 at 10:31 am

Why Must I “Register” Before Checkout?

October 3rd, 2007

We’re in the final moments of completing our 2007 Customer Focus Study here at FutureNow. [UPDATE: FutureNow's 2007 Retail Customer Focus Study is complete.] We haven’t done one of these in the past couple years, and there’s already some shocking stuff popping out from the early analysis. One of the most interesting facts is that nearly half of the top online retailers still require people to register before they checkout.

Now, I understand how valuable executives think it is to have these…

...continue to read "Why Must I “Register” Before Checkout?"

FutureNow Post
Wednesday, Aug. 22, 2007 at 1:47 pm

PriceGrabber to Show “Hacker Safe” Trustmark in Results

August 22nd, 2007

Hacker has just announced a partnership with ScanAlert to feature its “HACKER SAFE” logo next to results from participating e-commerce shops. This move makes PriceGrabber one of the first pricing engine to show trustmark verification next to specific vendors. (Last week, Yahoo! Shopping announced it would do the same.)

According to the news release:

HACKER SAFE integration will offer its certification throughout a network of more than 11,000 sellers and over 300 co-brand partner Web sites that incorporate’s CPC (cost per click) product…

...continue to read "PriceGrabber to Show “Hacker Safe” Trustmark in Results"

Marketing Optimization Blog
FREE Newsletter Sign-Up
send it once every: