February 22, 2005, 12:00 AM

TJX sites boost conversions by 50% with single-screen checkout process

Shoppers can add to, subtract from, make changes to quantity, color and shipping information on what’s in the cart without having to leave the page they are on. Flash technology dynamically generates a running total of price, tax and shipping data.

Six months after it launched its first-ever web sites, TJMaxx.com and Homegoods.com, discount retailer The TJX Companies Inc. has already ratcheted up its initial shopping cart application, generating a 50% increase in conversions across both sites as a result, the company reports.

Implementing Molecular Inc.’s single-screen checkout technology achieved that increase by capturing sales that might otherwise be lost in cart abandonment, Molecular senior marketing manager Amy Quigley says.

The single-screen technology developed by Molecular is a shopping cart that appears on screen as the customer shops and adds items to the cart. Built using Macromedia Flex, the shopping cart is able to dynamically generate a running total of the purchase price of what’s in the cart, including tax and shipping, as items are added or taken out. Shoppers can add to or subtract from the cart, and make changes to quantity, color and shipping information, without having to leave the page they are on, or experiencing the traditional “click and wait” as the page refreshes. “It keeps people engaged in the shopping process,” Quigley says.

The two sites launched in September. A month later, TJX added single-screen checkout for broadband users; users on dial-up connections still have a traditional, multi-page HTML checkout process. Conversions among shoppers using the single-screen process were 50% over the course of a test that ran until late December, says Quigley.

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