Mer än hälften avbryter sina nätköp

I en färsk undersökning från Silentium kan du läsa att över hälften av alla svenskar uppger att de avbrutit sitt köp på nätet på grund av att processen varit för komplicerad. Och betyget på e-handlarnas kundservice sjunker.

Över hälften av svenskarna, 55%, uppger att det händer att de avbryter sitt köp på internet på grund av att det tar för lång tid eller att processen är för komplicerad. Detta enligt undersökningen från Silentium där 1038 svenskar mellan 20 och 70 år svarat på frågor om e-handel.

Undersökningen är gjord under tidsperioden 11/12 – 17/12 2014.

1038 personer i varierande åldrar över hela Sverige har tillfrågats.

Åldersfördelningen i undersökningen är följande:
20-29 år: 21 procent
30-39 år: 19 procent
40-55 år: 32 procent
56-70 år: 28 procent

Könsfördelningen i undersökningen är 49% kvinnor och 51% män.

Undersökningen i sin helhet (PDF)

Kontakta gärna oss om du vill ta hjälp av oss att optimera din köpprocess.

Startup Metrics – What You Need to Know About Them

Andreas Klinger from brings up the subject of metrics in startups context. He talks about that much of the information available on this topic is focused on after product market fit, thus not useful for a pre-product market fit startup.

In 152 slides he brings up:

  • Early stage metrics for your pre-product market fit business
  • Creating your dashboard and customer journey map
  • Wrong assumptions on metrics
  • Lean analytics and advanced applications

Go have a look for yourself!

Loosing $300.000.000 on a Two Field Form

In “Web Form Design – Filling in the Blanks”, Jared Spool, a well reputable CEO of User Interface Engineering (UIE), whom RevRise is a great fan of, briefly describes a famous case that involves two form fields, two buttons and one link:

It’s hard to imagine a form that could be simpler: two fields, two buttons, and one link. Yet, it turns out this form was preventing customers from purchasing products from a major ecommerce site, to the tune of $300,000,000 a year. What was even worse: The designers of the site had no clue there was even a problem.

The form was simple. The fields were Email Address and Password. The buttons were Login and Register. The link was Forgot Password. It was the login form for the site. It’s a form that users encounter all the time. How could they have problems with it?

The problem wasn’t as much about the form’s layout as it was about where the form lived. Users would encounter it after they filled their shopping cart with products they wanted to purchase and then pressed the Checkout button. It came before they could actually enter the information to pay for the product.

Now, this case is interesting in two ways. Number one, trying to simplify things is not always the best route to do things. Especially if you don’t actually know the result of such a change. Secondly, why was this not even tracked? My guess is that the designer decisions were solely based on intuition and previous experience without any actual data.

Fence before reaching the checkout in ecommerce

The form, which was intended to make shopping easier, turned out to help only a small percentage of the customers who encountered it. (Even many of those customers weren’t helped, since it took just as much effort to update any incorrect information, such as changed addresses or new credit cards.) Instead, the form just prevented sales—a lot of sales.

The results: The number of customers purchasing went up by 45 percent. The extra purchases resulted in an extra $1.5 million the first month. For the first year, the site saw an additional $300,000,000.

We can’t stress enough how important and business critical web forms actually are. In many cases, they (unfortunetaly) are the reason why people won’t buy from you online. Web forms are a blocking mechanism for customers that you’ve spent resources on acquiring. Therefor it is really important at least to know where and what customers are having trouble with.

Two months with version 1.0

So much happened during the beta period of Form Analytics. Several mistakes and lessons learned, and therefore also made ​​a lot of progress. Just the fact that we have analysed more than 230 forms on over 60 websites and recently increased the conversion rate by 67% is absolutely amazing. In short, time passes at a furious pace.

This is a brief summary of what has happened since the launch of RevRise Form Analytics 1.0.

New and old platform in parallel

Over 20 customers still using our old beta platform, until further notice it spins in parallel to the new 1.0 platform. Existing customers is transferred gradually to the new platform and will be notified when this is done. We strive to have all customers on the new platform 28th February.

New customers is of course placed on the new platform.

Demo Day

As you may know, we joined a startup accelerator in August last fall, STING FastForward. The program ended with an invite-only Demo Day with invited customers, investors and media. It was really fun to share what we have accomplished during the fall. The presentation also led to some interesting new relationships. Really exciting!

STING FastForward Batch 01
All buddies from STING FastForward batch.

Customers on board

Since the launch has 10 customers been taken on board and we open up for more through the request demo form.

Customers onboard
Some of our customers. We are super proud to have well known brands like these in such short time.

Case study: RevRise Form Analytics helps increase orders by 67%

Be sure to to check out our case study where the conversion rate increased by 67% thanks to RevRise Form Analytics. Learn how used RevRise Form Analytics to dramatically increase the number of orders.

Read case study →

About us in the media


Have a great week! Don’t hesitate to request a demo if you are interested in our tool.

Happy optimizing!

The History of Web Forms and a Small Summary

This is the last post in our Advent calendar and hopefully you have learned a lot of new things to think about as you design and build forms so they are maximized in terms of both user experience and conversion.

Today I intend go back in time and give you a tip on a little history lesson on how our web form has looked like over the years. Feel free to read Illustrated History of Web Forms →

I also want to summarize what you should consider when you, in the future, design your forms for maximum conversion and the best user experience.

Five factors to consider when designing web forms

Size and Steps
The size of your forms does matter. Sometimes it’s good to split your form into multiple steps, but sometimes it can be even better to have a “one page form”.

Look at your form, are the fields high enough, is the fields located horizontally or vertically? Play around, dare to experiment, but never have too many fields horizontally.

Field and Labels
Think about what you are asking your customers to do. Are you asking about personal identification, registration number or card number disturbs your customer. Consider whether you really need all the fields, you can get that information at a later stage? Maybe split the registration process into two parts?

Put yourself in the client’s situation, do you ask the right things, do you as a customer understand your labels.

Associated with the point above. Too many companies present their visitors a form without reminding them why they should fill in the form. What are the benefits of completing the form, and what will be the next steps after they complete the form.

Trust and Confidence
Build trust, show how reliable you are by making use of others credibility (known third-party endorsements and reviews, trust marks, customer logos etc). Use quotes from customers or testimonials to ease doubts and show the quality of your product.

Call to Action
Have a clear call to action. Test different wordings, experiment with with text, color and placement. “Submit”, “Register” or “Download” are all three button texts that shows low conversion rate. Test to supplement the button with the benefits of completing the form.


Measure, analyze and test
As I go on about… measure your forms. If you don’t measure, you don’t know. In general, every company should define key metrics and move its business forward with actionable metrics.

Happy Optimizing, Merry Christmas and a Happy New Year!

/Team RevRise

Quantitative vs Qualitative Data

Speaking of feedback, there are so many questions to ask your customers to get feedback from.

A while ago I joined up with Per Axbom and James Royal-Lawson to record an episode of their eminent UXPodcast. It went well and we discussed everything from web forms to the bigger contexts of UX.

One subject that was brought up during the recording was the mix of quantitative and qualitative data. And that solely relying on just one of them might punish you in the long run. So what differentiates them and what insights do you get from quantitative vs qualitative feedback? When should you look for one or the other?

We all (at least most of us) base decisions on data, so making sure it is the right data might be a good thing to do first. And as the buzz around “Big Data” tends to inspire more and more people to solely look at quantitative data and often way too early on.

Basically you can think of the two types of data that you’d want to combine in order to make any decision like this:

  • You get qualitative data when asking the questions what, why, or how do you… Qualitative questions in a survey for instance are usually Open Ended questions like “What do you think about the text on the website?”.
  • When you’re asking which or how many/how often questions, you get quantitative data. A quantitative question could be “How many times do you log in per day?”

In a survey qualitative questions are a great first step at exploring the minds of the people you survey, but they shouldn’t be your last. And they should never be analysed and used alone, without any quantitative data. Quantitative questions makes the questions clearer and the data analysis simpler.

Top Reads on Web Form Design

I’ve touched on this subject before, however there are so many more sources of inspiration out there to read in order to fully understand the problems and solutions regarding web forms. And today, the day before the day before Christmas I know some of you are looking for last minute gifts.

Even in a niche like the one Form Analytics is all about – Web Form Design for Conversion and User Experience – it is sometimes hard to know what books or articles to read to get the most out of it. Here are some of the books and posts we recommend customers when they ask for more in depth information and best practices:

Forms That Work

This book is written by  Caroline Jarrett & Gerry Gaffney, if I was to recommend a single book to read on the subject, this would probably be it. Go get it!

Web Form Design

Luke Wroblewski is the one in our business that probably has the most authority and is the foremost expert on form design in the design industry. It contains really clear examples and succinct best practices. In short a must read! Go get it!

For you who really enjoy blogs and shorter articles:

Testing Accordian Forms, by Luke Wroblewski

Web forms are the linchpins of most online businesses and applications. Whether they are responsible for checkout on e-commerce sites, communication on social applications, or any kind of data entry on the web, forms allow people to complete important tasks. And web form design details can have a big influence on how successful, efficient, and happy people feel about the process. Especially details like form length.

Label Placement in Austrian Forms, by Caroline Jarrett with some rather interesting findings

For one group of participants, we placed the labels above the input fields and, for a second group, we placed them below. When test participants were able to concentrate on their work, there weren’t any differences between the two groups—everybody filled out the form correctly. But when we interrupted them and asked them to fill out the form in a reduced amount of time, the group with the labels below made fewer mistakes than the others.

Label Placement in Forms, by Matteo Penzo

We based our test setup on Luke Wroblewski’s article “Web Application Form Design.” Luke provided valuable insights and feedback during both our test preparation and results analysis. Thank you, Luke! Thus, we were able to subject Luke’s theories to usability testing and enrich them through the power of numeric data.

The more you digg in to Web Form Design you realise that Caroline and Luke are really pushing this subject further. Hope you’ll enjoy reading the articles!

4 more reasons your customers aren’t buying

Yesterday I wrote a few lines on checkout optimization and listed some things you can do to reduce abandonment.

Continuing on the same theme today…

1) Too much clutter in your checkout
Do A/B testing on your checkout, try a one-page checkout. With JavaScript you can do dynamic forms with hidden elements/sections so that your checkout doesn’t look cluttered. This is about removing any distractions for customers and concentrating their minds on the task in hand. It is about removing all distractions for the customers and concentrate their minds on the task.

2) Your call-to-action’s aren’t saying what you think they are
Don’t forget your buttons, test different wordings on your call to action buttons. Experiment with with text, color and placement. On some sites, the call to action are a bit lost below the fold, and disappear among other elements on the page. The customers should be in no doubt of how to proceed to the next step in your checkout.

3) Don’t be rude!
As I’ve written before, be nice to your users. Don’t have insulting error messages. Avoid using words that have a negative tone. It is not the user’s fault, it’s yours. It’s your validation.

4) Let your customer use the back button
You should make it easy for customers to navigate back and forth through your checkout, this includes ensuring that they can use the back button.

Browser Error Message

What happens in some cases when using the back button

Previous posts this week
4 reasons your customers aren’t buying
Cart Abandonment Stats Q3 2013
Santa Brings You Conversion Optimisation Inspiration
Why Sign-Up Forms are Important
How to Design Web Forms to Maximize Conversions

PS. This is post number #21 in our advent calendar about optimising web forms. See you tomorrow!

4 reasons your customers aren’t buying

You know from your Google Analytics data that your customers visit your website, you are doing a re-design, buying ads and you get more visitors but no one buys anything.

The biggest challenge for all e-tailers out there.

73,9% abandonment rate

According to SaleCycle

Today 73.9% of all started purchasing online is canceled. As some of you know, we at RevRise want to help solve that problem.

4 reasons why your customers aren’t buying

1) There are too many clicks and bumps to jump through
Make your customer’s journey smooth. Your goal should be to make the shopping experience as quick and simple as possible. Removing unnecessary steps can help improve conversions.

2) You’re forcing the customer to do something they really don’t want to
Don’t make it necessary to register an account before your visitor can buy from you, you can ask them to do so afterwards. The best option is to offer a “guest checkout” like LEGO does.

LEGO Checkout

3) You haven’t made it clear what to do next
Make it clear with buttons what to do next. Use words/buttons such as “Confirm” or “Proceeed” and place the buttons both in top and bottom of your shopping cart.

4) You’ve lost your customer in the labyrinth that is your web site
Show your customer where they are in the buying process, use progress bars or steps/breadcrumbs so that the user know where she is in the process.