Checkout Process from Toms Shoes

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

This checkout example comes from Toms, the shoe brand made famous for their "buy a pair, donate a pair" business model. Shortly after arriving on the site, I...View More

Checkout Process from Toms Shoes

Key Takeaways

  • Try offering a "first-time purchase" discount/gift as a more compelling way to acquire new customers. Remember that oftentimes, depending on the business, it's easier to get new sales from existing customers than from new customers.
  • After opting in for their first-time offer, the promotion stays showing at the top of the site as a reminder. They acheive this effect by installing a cookie. Whenever you come back to the site, as long as you have that cookie installed, you'll see the promotion up top.
  • Consider Toms' "Have Questions?" section for your own checkout. Never downplay the importance of answering potential customer's questions at the checkout phase. There's a reason why Toms presents so many options. They don't want anyone abandoning their cart because of unanswered questions.
  • Toms uses Twitter, phone, live chat & email as contact options. Although this all-encompassing combination is only doable for a company with proper staff, offering any of these options is better than none. But ideally, you want an option that allows you to clear up any questions ASAP.

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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7 Annotations
Annotations
July 12, 2016

Two "Place My Order" buttons on the same page. This is more common on lengthier pages, but nonetheless, it represents the idea that everything leading up to this point is meaningless until that final button is clicked.

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

The second, primary area where Toms gives options to get questions answered. Offering contact options creates a sense of trust, transparency & care, while ensuring that less people will abandon their cart because they were unsure about something.

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

Free shipping & free returns are big buying perks that deserve major emphasis. Toms does that here, positioning the message right next to the order total, adding icons & making the title extra bold.

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

Toms values support highly & includes their phone number twice on the page. In the top right (here) & bottom left with other options (email support, Twitter).

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

Once you take them up on the offer, the details & code are displayed at the top of every page as a reminder & influencer for buying.

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

Instead of just ending the interaction with a coupon code, Toms presents a new set of actions to keep you active & engaged.

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

This is Toms' USP, which is mentioned & included throughout all of their marketing.

Swipe-Worthy
Swipe-Worthy The Founder

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