The retailer says web sales grew about 30% during the period, while total sales were lower than projected.
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.