For one of my checkout systems we have been working to optimize the checkout to make it as easy as possible for each and every customer. Our customers did request the ability to log and see the status of their orders, and also to have their order information saved when they wanted to place another order so we implemented this. The way we implemented it was to make it a three page checkout.
Page 1. Shopping Cart
Page 2. Enter Email & Password or New Customer
Page 3. Billing, Shipping, Order Notes, Payment Information and Place Order
The one unique thing about our checkout is that we don't ask customers to enter a password, anytime they do anything whether it is create a price quote or place an order allow them to enter their email address and we just email them a randomly generated password after they have placed their order.
We have used this system for about a year and it seems pretty good we convert about 18% of everybody who ads something to our shopping cart, however about 24% of people who add something to our cart click to page two (new or return customer) so we lose about 6% there, ( we basically have about a 100% conversion once they get to page three.
My question is the idea of us emailing the customer a random password they can go in and change instead of asking for it from the customer sound like a benefit to you or is it something that bothers you?
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Cart & Checkout Theory..
Started by
Christopher
, Feb 22 2007 11:18 AM
5 replies to this topic
#1
Christopher
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Posted 22 February 2007 - 11:18 AM
#2
Randy
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Posted 22 February 2007 - 11:58 AM
Well, I can only tell you what I've done with a very similar sales path that has seemed to work pretty well.
If someone is a new customer or doesn't log in they get a account automatically set up so that they can check orders, manage their account, etc. I simply grab their email address from their first order, generate a password automatically and send it to them in an email. In this email I also provide a link to where they can log in to change their password to something of their choosing.
When this is done I also set a cookie on their machine that includes the username.
When they come back to this check out or log in page I have it check for the cookie. If it's there and if the username field is set it automatically gets filled in for them. I've heard of people using the same method to fill in the password too, but that's too unsecure for my tastes. So the auto form fill thing is basically just a visual reminder that they do in fact have an account.
If no cookie is set they never even see a Username/Password form. I do still provide a smallish link to allow for people who deny cookies. The link keeps them on the same page but just forces the form to become visible.
In practice it seems to work pretty well. But who knows if my customers are anything like yours.
<edit to add>
That's confusing as heck reading it back.
So let me try another way.
1. New Customers/No Cookie users see no Logon form. Just the normal Name, Address, Email purchasing form.
a. They also get an email when they make a purchase that includes their username (email address), auto-generated password and a link so that they can modify the password.
2. Existing Customers who allow a cookie get the logon form with their username already filled in for them. All they need to provide is the password and they're good to go. Or they can fill out the longer form again if they want to go that route.
If someone is a new customer or doesn't log in they get a account automatically set up so that they can check orders, manage their account, etc. I simply grab their email address from their first order, generate a password automatically and send it to them in an email. In this email I also provide a link to where they can log in to change their password to something of their choosing.
When this is done I also set a cookie on their machine that includes the username.
When they come back to this check out or log in page I have it check for the cookie. If it's there and if the username field is set it automatically gets filled in for them. I've heard of people using the same method to fill in the password too, but that's too unsecure for my tastes. So the auto form fill thing is basically just a visual reminder that they do in fact have an account.
If no cookie is set they never even see a Username/Password form. I do still provide a smallish link to allow for people who deny cookies. The link keeps them on the same page but just forces the form to become visible.
In practice it seems to work pretty well. But who knows if my customers are anything like yours.
<edit to add>
That's confusing as heck reading it back.
So let me try another way.1. New Customers/No Cookie users see no Logon form. Just the normal Name, Address, Email purchasing form.
a. They also get an email when they make a purchase that includes their username (email address), auto-generated password and a link so that they can modify the password.
2. Existing Customers who allow a cookie get the logon form with their username already filled in for them. All they need to provide is the password and they're good to go. Or they can fill out the longer form again if they want to go that route.
#3
Christopher
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Posted 22 February 2007 - 12:19 PM
QUOTE
1. New Customers/No Cookie users see no Logon form. Just the normal Name, Address, Email purchasing form.
a. They also get an email when they make a purchase that includes their username (email address), auto-generated password and a link so that they can modify the password.
a. They also get an email when they make a purchase that includes their username (email address), auto-generated password and a link so that they can modify the password.
This is a really good idea.. however... what happens if they are someone who clears their cookies often or are using software to not allow you to set it. I mean I realize cookies are great and maybe that is not the vast number of users... but wouldn't a return customer using your system not see a login form and if they do not see a login form.. then when they place another order I assume you then tell them they have an account.. or do you just combine their order on the back end with current customer information that already exists in the system...?
#4
Randy
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Posted 22 February 2007 - 03:27 PM
If they're rejecting cookies they can use the little text link I provide in order to get the login box.
No, I don't do anything really special on the back end. Each order checks against the Email address to see if an account has already been established. If it has, the back end drops it into their account just like it would if they'd logged in to complete the order. If the email address is not in the db already they get treated exactly as a new customer would.
That's why I used the email address as their username.
No, I don't do anything really special on the back end. Each order checks against the Email address to see if an account has already been established. If it has, the back end drops it into their account just like it would if they'd logged in to complete the order. If the email address is not in the db already they get treated exactly as a new customer would.
That's why I used the email address as their username.
#5
Osel
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Posted 19 April 2008 - 12:05 PM
QUOTE(Randy @ Feb 22 2007, 04:27 PM) 
If they're rejecting cookies they can use the little text link I provide in order to get the login box.
No, I don't do anything really special on the back end. Each order checks against the Email address to see if an account has already been established. If it has, the back end drops it into their account just like it would if they'd logged in to complete the order. If the email address is not in the db already they get treated exactly as a new customer would.
That's why I used the email address as their username.
No, I don't do anything really special on the back end. Each order checks against the Email address to see if an account has already been established. If it has, the back end drops it into their account just like it would if they'd logged in to complete the order. If the email address is not in the db already they get treated exactly as a new customer would.
That's why I used the email address as their username.
Hi Randy,
I heard you mention you like x-cart on one of the other threads. Is this functionality something x-cart provides or customized coding?
Yes it's Satruday and Im out shopping for shopping carts
thanks
John
#6
Randy
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Posted 19 April 2008 - 09:39 PM
I'm not 100% sure, but I don't believe x-cart would support something like what I described out of the box John.
If memory serves x-cart, natively asks the customer to provide a username, though technically it does set up something of an account for each purchase even if customers choose not to create an account. Those COWOA accounts have a username of "anonymous-xxxx" where the x's are numbers in sequential order. And it does automatically set a password for these anonymous accounts. Given this it could probably be tweaked a bit pretty easily to use the email address instead. Or you could simply have the code check the email address field instead of the username to automatically log them in during their next visit.
I can't say as I've ever seen any cart that does this out of the box. Though IMHO all of them should have it as a built in option.
If memory serves x-cart, natively asks the customer to provide a username, though technically it does set up something of an account for each purchase even if customers choose not to create an account. Those COWOA accounts have a username of "anonymous-xxxx" where the x's are numbers in sequential order. And it does automatically set a password for these anonymous accounts. Given this it could probably be tweaked a bit pretty easily to use the email address instead. Or you could simply have the code check the email address field instead of the username to automatically log them in during their next visit.
I can't say as I've ever seen any cart that does this out of the box. Though IMHO all of them should have it as a built in option.
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