Breaking Down Goli's Checkout Page

Goli is a popular brand of apple cider vinegar gummies, known for their delicious taste and health benefits. While Goli has experienced tremendous growth in recent years, there are some areas where their purchase process could be improved to enhance the customer experience and drive more sales.

Let's begin by reviewing the current purchase process for Goli's apple cider vinegar gummies. When a customer visits Goli's website, they can choose from various product options, including single bottles or subscription plans. Once the customer selects their preferred option, they are taken to a checkout page where they can enter their shipping and payment information.

While Goli's checkout process is relatively straightforward, there are a few areas where they could improve to increase sales:

1. The Offers are Confusing and Require Some Cognitive Load

The design of this website is peculiar, especially for its core product page that aims to convert customers. The pricing structure is also puzzling, displaying three different dollar amounts for each small product panel:

• One Time Total: $

• Subscription: $

• Only $ each

• Slashed Prices

• Savings

Studies have shown that offering too many options can overwhelm customers and negatively impact conversion rates, a phenomenon known as the paradox of choice. In this case, the abundance of pricing information presented on the page could potentially contribute to customer confusion and indecision. One potential solution would be to simplify the page design, following a more conventional product page format and keep the bundles for the upsells.

A cleaner way to do the order menu would be like this:

2. Checkout Page Designed for Mobile Devices

Many customers today browse and shop online using their smartphones, and it's essential for Goli's checkout process is completely optimized for mobile devices. For example, the "Checkout" button is sticky and takes up the full width of the screen.

To improve the mobile checkout experience, Goli could consider auto adding discount vouchers to make it easier for the user to claim their discount codes.

3. Upsell and Cross-sell Products

Goli could also benefit from implementing better upsell and cross-sell strategies during the checkout process. Upselling involves offering customers a higher-priced or more premium version of the product they are already purchasing, while cross-selling involves suggesting related products that the customer may be interested in.

The order bumps right now are completely unrelated to the core product i bought. But they could easily improve this by doing the following

• Offer to switch to subscription and save.

• Add an order bump of samples to increase AOV

• Offer a niche bundle - for women / man / weightloss / etc

• More of the same product for an even bigger discount

4. Offer Localised Payment Options

While Goli currently accepts credit card payments, Apple, Paypal and Google Pay: they could grow sales over 30% by offering localized payment options for worldwide shoppers.

5. Incentivise Repeat Purchase

After the checkout Goli gives customers a $10 coupon for referrals. While this is an interesting strategy it could be done in a whole lot more effective way.

Goli could hook people into a repeat purchase loop by sending a QR code with the purchase and giving people a $10 coupon when they leave a review on the product page. This does two things - gets a tonnes of social proof which builds trust and increase domain authority of the site, and also incentives them to make their next purchase.

In conclusion, while Goli's purchase process is relatively straightforward, there are several areas where they could improve to enhance the customer experience and drive more sales. By optimizing their checkout process, offering multiple payment options, incentivizing repeat business and implementing upsell and cross-sell strategies, Goli can improve the overall customer experience and increase sales.

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