Kudos to New York’s Lincoln Center for the Performing Arts for paying attention to their checkout process. After buying tickets to an event, you’re upsold with opportunities to
- Become a Member
- Donate
- Give a Gift Certificate
This works. Why?
- None of the options impede checkout in any way
- It’s a great reminder that the Lincoln Center is a not-for-profit organization
- The audience is clearly a relevant, targeted prospect for this pitch
My only curmudge? I wish they’d referred to the donation as “tax-deductible” rather than “tax deductible”. :)
If you’ve got a checkout process, give some thought to the kinds of “fries” you might be able to offer — without hampering the user experience and depressing response.
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Always fabulous to see examples of when eCommerce functionality can be so seamless, add value, and build awareness.
No. 1 pet peeve: Checkout procedures that force you to navigate through confusing up-sell options—even adding stuff to your order that you have to remove!