1 Resperate Order Process Analysis & Recommendations. October 2006 Version 1

2 Contents 1.Current Order Path (Slides 3-6) 2.Order Path Principles (Slides 8-9) 3.New Order Path (Slides 10-13) 4.Basket Recovery (Slide 14) 5.Follow-up (Slides 15-16)

3 Shopping Cart We suggest adding some credibility indicators on this page - possibly in this area. Test adding compelling copy about the product. Move this section to the payment page. This button may be confusing since it already appears below the order details. You want to lead your customer’s attention down the page. Include payment logos showing your customers what forms of payment you accept.

4 Billing & Shipping Add link: Returning Customers Sign In Here. * address and Credit Card information should be captured before anything else. This is important in establishing a basket-recovery program. Move this section to the top of the page. This ensures the user that they are indeed buying what they want. Also, make smaller so it is still informative but less intimidating. Delete this button. It may be confusing to your customers. This is confusing. Simplify what you are asking - “Is the shipping address the same as the Billing Address?” Yes - NO.

5 Payment Page Rename this field with “Name on CC”. Convert the shipping section to a drop-down menu so it takes up less space and it won’t appear as extra charges. This is an important psychological aspect of this page. This page would be integrated with the customer’s billing and shipping information for a shorter, and quicker order process. The elements of this page would include: + Heading + Click here if you are a returning customer. + Quick summary as shown. + Billing info + Link to add an alternate shipping address + Order Button

6 Confirmation Page Move this section (following the example in the other pages) to the top of the page. Add a section called “Order Tracking” above order date section and include the username and password setup. Your system will have to link the new user and pass created to the information they already submitted. Suggested text for this section would be: If you would like to track your order, please create a user name and password below. + Pre-fill first field with address as username. + Add password and pass confirmation field. Please Note: With this new order process the address field will need to be included as part of the billing information so you can send them an receipt of their order even if they do not want to create a user or password.

7 New Path Suggestions & Comps

8 Order Process The 9 principles of an effective order process 1.Track the customer's buying experience. 2.Avoid surprising the customer with negative information. 3.Help the customer understand. 4.Save the customer time. 5.Give the customer options. 6.Help the customer feel safe. 7.Incentivize the customer to continue. 8.Help the customer select everything they need. 9.Solve the customer's credit card problems.

9 New Path Suggestions & Comps (Storyboard) Basket PageCustomer Info CC info Billing & Shipping info Confirmation Page

10 New Cart Page We want to keep the customer’s attention on this page while still “selling” him/her. We have included compelling copy about the product next to the next decision point. Without distracting the user and leading them elsewhere, we have place several credibility indicators below the decision point. These statements (and logos) should help the user feel reassured about his/her purchase.

11 New Payment Form Page Minimize the customers anxiety about providing a credit card by including a logo for the SSL company or processing company you are using. Coupon Code form has been moved to this page due to its relevance. An order page is (by it’s very nature) an obstacle page. It is an obstacle to the sell. The goal is to minimize this obstacle with a page that appears easy and safe. Place your Money-Back Guarantee and Icon (if you have one) in close proximity to the payment information. Add a high impact testimonial about how satisfied a customer is with their purchase or about your customer service. Collect only the most essential information on this page. We can use a basket recovery program if they abandon the cart after this step.

12 New Shipping Information Page We can reduce some of the user’s anxiety by simply asking them: “Where should we send your New Resperate?” Now that you have the customer’s address and credit card information, we can use this page to collect their billing information. Add a high impact testimonial about how other customers quickly received their order Reduce the amount of displayed fields by asking if the shipping and billing address is the same. If the user clicks “No”, then we can dynamically populate the needed additional form fields. Subtly let the customer know that they are already committed to the purchase. All they have to do now is have their product shipped to them.

13 New Confirmation page We wanted to make this page look more like a receipt and not a shopping cart. Let the customer know that they have successfully paid for their item. Adding “optional” tracking information is a good way to get customers to create an account and thus get more information on your client-base. Clearly list the details of the order, including: Order number for reference. Where the item is being shipped. Last 4 digits of the credit card used. Order Total. The purpose of a confirmation page is to reduce or eliminate returns. We need to make the customers feel comfortable and secure about the purchase they have just made.

14 Basket Recovery To help convert incomplete orders into “paid” orders we suggest a sequence of 2 follow-up communications. 1.A follow-up customer service 1- hour after someone’s address is captured and they have not completed a purchase. 2.A follow-up phone call for anyone who completes the section where phone number is required. We can test different variations of the capture section to include phone number.

15 Follow-up For Incomplete Orders Page One Hello: Thank you for visiting RESPERATE.com We noticed that you started placing an order on our website and were not able to complete your purchase. Did you have a problem with our website? Is there anything we can do to help? There are two ways you can complete your order: 1. Just visit our ONE-page, EASY ORDER FORM: INSERT LINK (Link back to cart page with products that were in their basket if possible.) 2. Contact one of our helpful customer care representatives that can assist you in completing your order. Customer Service Phone: Customer Service Your time is valuable, thanks for shopping with RESPERATE.com. Thank you, RESPERATE Customer Care P.S. Buy with confidence! All products from RESPERATE.com come with a 30 day money back guarantee. If you want your name removed from our files, just send a blank to this link: SUBJECT LINE: Incomplete Order From RESPERATE.com

16 Follow-up For Incomplete Orders Page Two Hello: We are not sure if you received our previous , but this is our last attempt to contact you. Several days ago, you started to place an order on RESPERATE.com. Somehow, you were unable to complete the form. Was the problem on our end or on yours? Is there any way we can help? There are two ways to complete your order in just two minutes or less: 1. Use this link to visit our ONE-page, EASY ORDER FORM: INSERT LINK 2. Call (Toll Free) We are standing by to answer your questions. Customer Service Contact Info Please let us know if there is any other way we can help. Thanks, RESPERATE Customer Care P.S. If you do not respond to this , we will remove your information from our servers. There is no need to un- subscribe. If you want your name removed from our files, just send a blank to this link: SUBJECT LINE: FINAL NOTICE - Incomplete RESPERATE.com Order