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No sleep ‘)l Checkout Richard Voyce Head of eCommerce, Dreams Ltd Retailer f y q1Suality aRresses, The Founded Many Owned UK’s poLroducts ibeading n 985 un EaB–uropean re ed m
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2reams 013 and customer saervice nd advice furniture and faurnishings. digitally Bed Ft actory. dsoU reams.co.uk Drivers for change • 
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Increase speed through checkout Simplify user experience Mobile & tablet device friendly Reduce abandonment Increase conversion Increase ATV Increase service & delivery aRachment Considera)ons for change • 
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Device & browser specific requirements Management of the customer journey Defini)on of user case scenarios A/B test to validate hypothesis Flexibility to adapt solu)on Home Page •  Introduce benefits early in the shopping process, target new visitors Product Page •  SoUly introduce product specific benefits and op)ons before the checkout Product Page •  Show payment op)ons •  Introduce Finance op)ons, triggers and monthly repayments to drive ATV •  State delivery op)ons and )mes Create Confidence •  Security •  Trust Provide Help & Support •  Make help content obvious •  Don’t loose the sale -­‐ show alternate checkout op)ons: Telesales, Stores etc •  Use Live Chat to reassure uncertain customers Opportuni8es •  Start to push addi)onal services/guarantees •  Up-­‐sell aRachments of complementary products PayPal Express checkout •  Simplify the mobile checkout •  Fast-­‐track through the checkout – reduce keystrokes •  Log in to PayPal, Review order and Complete De-­‐CluAer •  Remove any distrac)ons to keep the focus on comple)ng the checkout •  Experiment taking out all naviga)on and links •  Only ask for the essen)al data. Further informa)on can be requested later. •  Fix valida)on errors •  HTML5 form fields Recover Abandonments •  Dropped Basket emails with strategic plan for re-­‐engaging customers •  ‘Email me my cart’ feature •  Cross-­‐ device recovery allows users to migrate their cart across mul)ple devices Encourage upgrades •  Give good reasons to upgrade services •  Op)mise presenta)on and tone of voice Manage Expecta8ons •  Guide the user clearly through the checkout steps •  Avoid surprises, be upfront on costs •  State selected sizes/op)ons to reduce cancella)on rates •  Be clear on delivery dates/
)mes and what happens next The Results • 
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Mobile conversion rate +22% YOY Mobile revenue +121% YOY Tablet revenue +7% ATV +18% Online sales growth +26% YOY Advice • 
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Mobile first Incremental gains collec)vely make a big difference Test & trial con)nually Data driven decision making Learn through session replay