Ecommerce Personalization Blog
Ecommerce tips, strategies, and news – all without ever having
By Robert Allen
Techniques for using checkout form optimisation to increase email signups
New data from 400 eCommerce sites highlights the best techniques to test to optimize a checkout page to increase the email subscriber opt-in rate. This has the dual benefits of increasing sales through cart abandonment rates and customer emails.
Sites which positioned the email field in the top 3 fields on the checkout page achieved a 14.6 higher email capture rate, compared to those where the email field was in a less prominent position. Sites that have multiple checkout pages were punished by users for not being as simple as they could be. Email capture rates of sites with a single checkout page were 16.7% higher than the capture rate on sites with multiple checkout pages. It may be worth simplifying the customer journey so you only need the one checkout page.