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.

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