Hey Scott –

We are doing everything we can to remedy the checkout issues. We just made some edits to the entire checkout that should improve conversions. We are referencing your old checkout and trying to mimic is as close as possible. Attached are 4 images that show a side by side comparison of your old checkout and your new checkout. The changes were implemented at 9:30 this morning. Tomorrow morning I will send you a new report to see what impact these changes had. The biggest change we did was to reduce spacing across all the pages and also revert the customer information back to how It was on your old site. After looking at all the data I think this is going to have a significant positive impact.

I know you sent over a big list of other issues with Urchin and analytics. These are not affecting conversions and until we get the checkout issues fixed we are going to solely focus on your checkout.

Attached are side by side comparisons of you old site and your new site (after we made the changes this morning). It shows you the differences between the two checkouts. I will review these with you during our phone call.

Also attached is a visual look at the checkout Flow from page to page. The one titled current checkout shows you old site vs what it is currently. The second one keeps all the numbers the same and shows what the conversion rate would be if the number of people adding to the cart was restored back to 10% vs what it is now at 5 %.

Please open all these files. I am going to review each one in detail during our call.

- Brennan

…………………………………………………………………………..
Brennan Heyde

Web Design Manager  |  Miva Merchant
Ph: 858.731.4220 |  Fax: 858.731.4200
…………………………………………………………………………..

Hey Scott –

First the report you sent this morning does identify the root of the problem. 5% fewer people are adding products to the cart and just leaving the page which is why your exit rates are higher and conversions down. Mark and I are reviewing your product pages again to see if we can come up with any more suggestions on what may be causing this.

Mark ran the same report on the checkout process for the November 3^rd. This is the first 24 hour period after we made the new changes to the checkout. The new data is in yellow above. We are taking a 1 day snapshot and comparing it to a week or a month which is not always ideal but it does give us some more information as to if the changes we made to the checkout had an effect on overall conversions.

As you can see above the percentage of people adding a product to the cart stayed consisten at 95% drop rate. From there 29.78% of people dropped off when going from the basket to the customer information page. This is much better than your old site and roughly even with what it was before we made these changes. The 1 % increase is most likely because of the small sample size.

From there 32.28% of people dropped off going from the customer information to payment shippping selection. This is better than what it was the week after the launch but still not beter than the 21 / 22% average drop of the old site. This means that there is still room for improvement. The two biggest changes we made to this page is switching bill to and ship to and also hiding the ship to field. We can try un hiding it and see if that has any impact.

The next page (payment/ shipping selection) 16.82% of the people dropped off. This is a great improvement than what it was the week prior (34.5%). This can be attributed to us putting the continue button at the top and of the page above the fold.

Finally the last page going from the payment page to the invoice page increased to only a 4.49% drop from a 5.69% drop previously.

Overall our changes did make a positive impact. Our biggest trouble spot now for the checkout process is the customer Information page. Do you want to us to unhide the ship to box?

Let me know if this all makes sense. I can review it in a call if you want as well.

- Brennan

…………………………………………………………………………..

…………………………………………………………………………..