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MDM.com: Sales Spike with Shopping Cart Enhancements

October 12, 2012
Client Profile | Premium Content | Tactics to Increase Revenue | Secure Shopping Cart

Modern Distribution Management (MDM) is the only specialized BtoB information service for wholesale distribution executives. Produced by Gale Media, MDM.com offers a wide range of content that includes business intelligence, industry news, in-depth analysis, economic data and practical ideas from leading experts in distribution. Subscribers use these valuable resources, every day, to run their business and plan for the future.

While closely monitoring buyer behavior, MDM’s attentive staff saw a window for enhancing eCommerce checkout processes and reducing lost sales or shopping cart abandonment, as part of their website redesign.

MDM.com leveraged the ePublishing platform and applied industry best practices to streamline the purchase process for visitors and registered users, and reduce shopping cart abandonment:

Buyers can choose to check out as a guest or register and log in.

Smooth autofill streamlines the checkout process for registered users

Security certification badges and links to the MDM privacy policy clearly reassure new customers.

Visual cues make the purchase process intuitive and secure: 

  • Buyers click on Proceed to Secure Checkout to purchase.
  • The shopping cart presents a map to each required step: Address >> Payment >> Receipt >> Checkout.
  • A Promotion Code field appears prominently, allowing MDM to test and track purchase and subscription incentives.
  • Continue Shopping and other calls to action appear prominently and intuitively.

Buyers can subscribe to the MDM premium newsletter and purchase products using the same cart and checkout process.

Integrated eCommerce allows MDM to track buyer behavior: by not sending buyers away from the site to complete transactions, MDM can identify friction points while capturing user behavior, product preferences and unique profile data.

MDM’s checkout achieves seamless functionality through integrations with their fulfillment provider, Quickfill, and their credit card processor, Authorize.net.  MDM quickly captures buyer information and provides immediate access to premium content following each transaction.

The result? With a few simple changes, MDM decreased shopping cart abandonment by 40% while increasing subscriptions and sales of individual issues, books, industry reports and other products.

In a short time, MDM has increased market share, successfully completed an acquisition and accelerated its online business from a single newsletter to a full eCommerce site with multiple revenue streams.

What’s Next?  MDM has applied ePublishing’s eCommerce capabilities to IMIData.com, a site dedicated to providing industry data to help clients identify and select new product and industry markets.

Key Features:

  • Integrated content management, eCommerce and user management
  • Taxonomy-driven publishing
  • Multi-channel delivery
  • Secure Shopping Cart
  • Autofill Registration
  • Guest Checkout

 

 

 

 

 

 

 

 

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