Checkout Process & Humor from Barkbox

swiped by Swipe-Worthy in July 2016 from barkbox.com

This multi-step checkout is from Barkbox, a subscription service offering monthly packages of dog toys, treats, and other goodies for pet owners....View More

Checkout Process & Humor from Barkbox

Key Takeaways

  • Don't run the risk of boring your visitors. As shown by Barkbox, you can create a more enjoyable experience simply by adjusting your copy to be more interesting & personality-driven in areas like your guarantee, the name of your offer, default input values etc.
  • Showing the steps left or progress made on a multi-step form is almost always a good idea, unless there are an overwhelming amount of steps (and there shouldn't be). It eliminates the guessing of how many steps are left and helps reduce "long form" anxiety.
  • If the person checking out needs an account, do not make them go through the account creation process separately or prior to the checkout form. Ideally, everything should be integrated into the same form so there's no resistance added to the buying decision.

Analyst Spotlight

Swipe-Worthy

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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9 Annotations
Annotations
July 17, 2016

Barkbox recognizes these are important concerns when buying a subscription & address them upfront to reduce anxiety.

Swipe-Worthy
Swipe-Worthy The Founder
July 12, 2016

The guarantee is a great component to get creative, unique & even humorous. Barkbox does exactly that, here.

Swipe-Worthy
Swipe-Worthy The Founder
July 12, 2016

Instead of making you check out after creating an account, they've efficiently incorporated it into the checkout, after payment info has been entered.

Swipe-Worthy
Swipe-Worthy The Founder
July 12, 2016

Another humorous default value.

Swipe-Worthy
Swipe-Worthy The Founder
July 12, 2016

A clever way to inject pet humor & build on the playful vibe.

Swipe-Worthy
Swipe-Worthy The Founder
July 12, 2016

A simple upsell, pitched after they've chosen a plan & have shown signs of commitment.

Swipe-Worthy
Swipe-Worthy The Founder
July 12, 2016

The illustrations do an excellent job of creating a playful vibe & the copy is a great example of how a short description can help juice up ordinary numbers.

Swipe-Worthy
Swipe-Worthy The Founder
July 12, 2016

There's no coincidence this option is first & labeled "most popular" - although it yields the smallest transaction initially, it has the highest long-term profit potential & ongoing subscribers are the lifeblood of a subscription business. It's a win-win for both the business & customer.

Swipe-Worthy
Swipe-Worthy The Founder
July 12, 2016

A common component of a good multi-step form: mapping out the steps so people know what's to come & aren't left guessing.

Swipe-Worthy
Swipe-Worthy The Founder

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