Tech talk: Addressed for success top tips for improving UX in the checkout_addressy_boaz
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Addressed for success top tips for improving UX in the checkout_addressy_boaz
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Tech talk: Addressed for success top tips for improving UX in the checkout_addressy_boaz
- 1. Addressed for success: top tips for improving UX in the checkout Chris Boaz, Head of Marketing, Addressy
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- Hi and welcome…. My name is Chris Boaz and I’m the Head of Marketing at Addressy In case you haven’t come across Addressy before, For anyone who hasn’t come across Addressy before, we’re best known for our type-ahead address verification service, which makes life easier for online shoppers, and ensures online merchants always capture clean and accurate address data.
- Looking at the top 100 US retailers, we can see that: 4% use no verification at all, 55% use dropdown verification, 22% use partial verification, 13% use post-entry verification and just 6% use type-ahead verification.
- So, what’s the issue? Well, for many shoppers, filling in their billing and shipping details in the online checkout is a real chore. Picture the scene: You’ve just found the pair of jeans you’ve been searching high and low for. You’re a time-strapped shopper and have a million other things to do, so you just want to pay for your item and carry on with whatever else you need to do, but the online checkout is slowing you down. Another issue is that customers – often put in the wrong address - and then blame the retailer when their package doesn’t arrive.
- ….despite the comments here - received when we were were conducting research. The truth is that customers do make mistakes – particularly on smaller screens such as mobile. USPS says that 6.8 billion items couldn’t be delivered as addressed in 2016, which is over 4% of total mail volume. So, it’s up to retailers to ensure that addresses can be entered easily, and that these addresses are valid and accurate. We recently conducted research that looked into the current state of address verification, its current market status and shoppers’ attitudes towards the benefits of type-ahead address verification.
- So, let’s have a look at address verification in more detail. When looking at the different types of address verification, we found that 4% of the top 100 US retailers use no verification at all. This is problematic as it means shoppers are forced to enter all of their address data manually – creating poor UX and room for inaccurate data entry.
- We also found that over half of the top 100 US retailers use state verification. Here, state and country fields use dropdowns to enforce consistent entry.
- Almost ¼ of the top100 US retailers use partial verification, where ZIP code entry populates city and state, with manual entry of the rest of the data.
- Another 13% of the top 100 US retailers use post-entry address verification, which is where a shopper manually enters their address and then a pop up appears listing alternatives. The shopper is then asked to select the correct one. The problem with this method is that is doesn’t provide effective UX. While it returns valid addresses, customers are still expected to manually complete their entire address before any kind of verification is offered.
- Surprisingly, just 6% of the top 100 US retailers are currently using type-ahead address verification. This is where the shopper begins typing their address into a single form field, and as they type, increasingly accurate suggestions are offered, as the image above shows. By selecting one of these, the entire address is auto-populated, meaning the shopper enters much fewer keystrokes.
- The first part of the research focused on 200 US based participants, all of whom had made an online purchase in the previous 3 months. The participants were split into 4 groups, and each was shown type-ahead verification as well as one of the other 4 types of address verification. They were then asked a number of questions about the different methods and asked to provide feedback on their perception of type-ahead address verification in terms of UX and customers service.
- And here’s what we found….. When it came to accuracy, Addressy received better results than all four of the alternative methods.
- This was also the case when it came to the participants stating which type of address verification they preferred. As you can see from the graph above, preference for Addressy’s type-ahead verification varied from 62% to 84%, depending on the method.
- . Looking at the top 100 US retailers, we can see that: 4% use no verification at all, 55% use dropdown verification, 22% use partial verification, 13% use post-entry verification and just 6% use type-ahead verification.
- . Looking at the top 100 US retailers, we can see that: 4% use no verification at all, 55% use dropdown verification, 22% use partial verification, 13% use post-entry verification and just 6% use type-ahead verification.
- Results show that type-ahead address verification got particularly high praise from shoppers using mobile. While over half of those who tested type-ahead on a computer said they preferred it “a lot” compared to the other options, this reached 65% of participants using mobile. This is due to the fact that consumers see that they are spending less time typing before their address appears with type-ahead. This is a bonus when we consider that ‘fat fingers’ on small screens can cause so many problems with inaccuracy.
- So, what did participants who tested type-ahead address verification say?........
- Stage 1: Capture accurate addresses Improve online conversions Reduce cart abandonment Deliver a great User Experience Increase in-store efficiency Stage 2: Achieve better quality data in your CRM Reduce call time in your contact center Improve call center efficiency Cut costs Stage 3: Reduce operational costs Ensure shipments arrive first time, every time Increase marketing outreach Enable accurate decision making Stage 4: Happy customers Reduce customer service enquires Decrease negative brand mentions on social media Increase repeat purchases
- And here’s what some of our customers said about Addressy…
- Thanks for your time…