March 22, 2006, 12:00 AM streamlines the checkout process

No sooner had online sports memorabilia retailer Beckett Media upgraded its site search when it noticed another slow program in need of attention: the shopping cart.

No sooner had online sports memorabilia retailer Beckett Media upgraded its site search with a new application from Endeca Technologies Inc. when it noticed another slow program needing attention: the shopping cart.

“We suddenly had this killer site application that was lightning quick, but it made our shopping cart seem slow and clunky by comparison,” says Beth Grimsley, senior e-commerce manager. “We knew it needed attention.”

Today Beckett Media, No. 265 in the Internet Retailer Top 400 Guide to Retail Web Sites, is putting the finishing touches on a new internally designed and implemented shopping cart page that is reducing the number of checkout steps for repeat customers from seven clicks to two.

Beckett also built in more cross-selling features such as a new tool that notifies shoppers when they are close to qualifying for free shipping. “We offer free shipping on purchases of more than $50 and now the shopping cart gives shoppers a running total on how close they are to qualifying,” Grimsley says. “It’s a feature that personalizes the transaction and gives shoppers a running gauge of their shipping charges.”

With a streamlined checkout process, Beckett is enjoying higher tickets, which now average about $28, the company says.

comments powered by Disqus




From IR Blogs


Michelle Pacynski / E-Commerce

What it takes to create the ULTAmate online shopping experience

The ULTA beauty brand has gone through an e-commerce revolution in recent years, says one ...


Bill Siwicki / Mobile Commerce

Should I PIN my hopes on Apple Pay?

I was excited for Apple Pay. And I still am. But boy did I ever ...