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Hi, I’m Arnout
Hellemans
and I will be talking on Checkout
optimisation.
9 years in digital marketing
Motto: ABO
Love what I do
Babysitting platforms in 8 countries
Online marketing consultancy
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | @hellemans
Checkout optimisations
Practical checkout tips session.
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Main checkout function?
To calm down and reassure the customer.
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Step #1
The basics.
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Speed
Use pagespeed insights chrome plugin
Check GA page timings
Fix loading issues.
Optimize pictures
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemansArnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Remove friction
Show validation rules
Inline validation
Correct labels
Placeholders
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
HTTPS for trust
Trust factors
Number of past customers
Payment possibilities
Pricing statement
Return policy
Trust logo’s
SSL
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
The rest of the basics
Show return options.
Delivery times.
All-in Price
And more
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Step #2
Let’s go advanced.
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Prestuff ;-)
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Let’s get practical
Prefetch / Preresolve DNS external payment provider.
Prerender next checkout step all the time.
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Let’s get practical
Autofill name, address, telephone
Less credit card issues.
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
GA tracking form validations
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Google on event tracking
ga('send', 'event', [eventCategory], [eventAction], [eventLabel],
[eventValue], [fieldsObject]);
[eventCategory] Form-name
[eventAction] error message
[eventLabel] {what they filled in}
Inline validation errors in GA
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Inline validation errors in GA
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Drill down in the fields
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Hotjar tracking form validations
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Hotjar on event tracking (tags)
hj('tagRecording', ['Form-name', ‘error message'], ‘what they filled in'] );
Hotjar tags the same as GA
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Let’s get practical
No more discussion with Devs.
Show real sessions.
Arnout Hellemans | 2Care4Kids.com | #CROelite2017 |
a@onlinemarkethink.com | twitter: @hellemans
Thanks for joining me!
Arnout Hellemans | 2Care4Kids.com |
#CROelite2017 | a@onlinemarkethink.com |
twitter: @hellemans

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Cr oelite17 checkout-cro-arnout-hellemans

  • 1. Hi, I’m Arnout Hellemans and I will be talking on Checkout optimisation. 9 years in digital marketing Motto: ABO Love what I do Babysitting platforms in 8 countries Online marketing consultancy Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | @hellemans
  • 2. Checkout optimisations Practical checkout tips session. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 3. Main checkout function? To calm down and reassure the customer. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 4. Step #1 The basics. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 5. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 6. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 7. Speed Use pagespeed insights chrome plugin Check GA page timings Fix loading issues. Optimize pictures Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 8. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemansArnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 9. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 10. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 11. Remove friction Show validation rules Inline validation Correct labels Placeholders Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 13. Trust factors Number of past customers Payment possibilities Pricing statement Return policy Trust logo’s SSL Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 14. The rest of the basics Show return options. Delivery times. All-in Price And more Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 15. Step #2 Let’s go advanced. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 16. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 17. Prestuff ;-) Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 18. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 19. Let’s get practical Prefetch / Preresolve DNS external payment provider. Prerender next checkout step all the time. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 20. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 21. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 22. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 23. Let’s get practical Autofill name, address, telephone Less credit card issues. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 24. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 25. GA tracking form validations Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans Google on event tracking ga('send', 'event', [eventCategory], [eventAction], [eventLabel], [eventValue], [fieldsObject]); [eventCategory] Form-name [eventAction] error message [eventLabel] {what they filled in}
  • 26. Inline validation errors in GA Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 27. Inline validation errors in GA Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 28. Drill down in the fields Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 29. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 30. Hotjar tracking form validations Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans Hotjar on event tracking (tags) hj('tagRecording', ['Form-name', ‘error message'], ‘what they filled in'] );
  • 31. Hotjar tags the same as GA Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 32. Let’s get practical No more discussion with Devs. Show real sessions. Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans
  • 33. Thanks for joining me! Arnout Hellemans | 2Care4Kids.com | #CROelite2017 | a@onlinemarkethink.com | twitter: @hellemans