Decrease Shopping Cart Abandonment Rates, Reduce Form Fatigue & Increase Conversions with Visitor Data

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Lately, we’ve been writing a lot about dynamic website content and progressive website structure and site architecture. (See “Next Steps” below.) At a high level, these new website structure templates use known visitor information to create personalized, targeted experiences for visitors.

Drilling down on one of the specific suggestions we make, this week we developed an experimental, proof-of-concept solution that greets known website visitors by name. If you’ve connected with us, you can see this in action here (on the Studio Hyperset site) and on the Page-Links Plus and Sidejump sites.

If you haven’t connected with us yet, we of course hope you’ll do so at your earliest convenience. But, until you do, the following screenshots illustrate the effect as I see it.

Extending the solution, we’re currently working on a way to auto-populate eCommerce checkout forms with known user data. Ideally, when a visitor who’s previously engaged with site content — but who, perhaps, hasn’t yet made a purchase — encounters a checkout form, s/he will only need to enter credit card info. The solution will autofill a known visitor’s name, email, billing/mailing address, and other standard contact data.

This should help decrease shopping cart abandonment rates, reduce form fatigue, and increase conversions. In doing so, the solution also increases the value of all visitor content interactions, even those made during the earliest phases of the buying process.

As visitors engage with site content during awareness, interest, and consideration stages, they supply identifying information. As visitors become prospects, and enter intent, evaluation, and purchase stages, they’re eventually rewarded for past engagements with a less burdensome checkout process. In theory, this reward will decrease at least one incentive prospective buyers have to abandon their carts.

In a sense, autofilling known user information into checkout forms also transforms the purchase process. What was a jarring, largely impersonal endgame now seems like the natural conclusion to a process that began the moment a visitor engaged with his/her first piece of content. This unifies the buyer’s journey into a single, comprehensive experience and helps reframe the sales funnel as a get-to-know-you relationship-building exercise.

Next Steps

If you’re interested in learning more about next-gen website anatomy, download our eBook and infographic. We created them to help website developers, managers, and online marketers amp up lead generation, create targeted user experiences, and otherwise make more meaningful connections with website visitors.

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Quimby Melton

Founder/President

Quimby is the founder and president of Studio Hyperset. He started Studio Hyperset in 2006 after studying Transatlantic literature and culture, new media, and humanities computing at the Universities of Georgia (AB, 00) and Nevada, Las Vegas (MA, 03; PhD, 08). He has a background in literary studies, media production, front-end development, and project management. His current primary duties involve helping clients frame solutions that meet their needs; scoping and managing Studio Hyperset's growth strategy and business development pipeline; finding and developing talent; and, most importantly, supporting the SH team.