FabShop - Redesigning Checkout Experience
The Project
The client was facing the problem of low conversion rates on their existing e-commerce website where they sold ethnic products handmade by craftspeople and artisans.
The main goals were:
Convert more customers with fast, seamless and hassle free checkout experience.
Bring customers back sooner with customized product recommendations.
Increase conversion rates and user satisfaction to optimize shopping experience.
The Challenge
Higher Cart Abandonment Rate: The lengthy and time-consuming checkout process resulted in users not completing their purchase.
High user drop off rate: Higher user drop off rates from cart to shipping page, and even more from shipping page to payment page. This resulted in lower conversion rates.
Security Concerns: Unexpected shipping costs and lack of security seals deters users to continue shopping.
The Solution
Enable guest checkout and simple login for faster checkout experience. The user doesn’t feel frustrated and forced to sign up and enter detailed information.
The shipping address form was shortened to keep just enough details in order to make a successful shipping.
Offering multiple ways to make easy payments.Display the logo of payment getaways and credit cards prominently so that people reaching the payment page can instantly confirm to take their preferred payment method. Payment and delivery support seals were placed below the order summary for the users who were skeptical about security concerns.
I have added a feature of saving the card securely for a faster checkout when the users return back for another purchase.
Keeping the cart visible at all times and always showing the cart total to help users to review the order.
Research
I observed the analytics data, user research data and customer support feedback to understand the pain points. It was important to understand WHY those problems existed on the website/mobile.
How did I start?
I focused on finding answers to some of the key questions for lower conversions
Are you asking them too many details during the checkout process?
What causes frustration to a new or a frequent user which can negatively affect their conversion rate?
Why do some users face problems in performing a successful checkout at an e-commerce website?
What motivates them to make a purchase?
Next, I started off by doing a heuristic analysis of all the pages that the user has to go through to complete a checkout. This was done to uncover the problems during checkout, calculate the number of clicks required to place an order and find out potential usability issues.
I did some competitive analysis to understand the common trends of a fast checkout experience. Next, multiple interview sessions with stakeholders, business and marketing team helped me to understand the friction points in the checkout experience.
Cart Page
The content on the cart page needed visual rearrangement to emphasize on important product details like product name and price along with quantity as those are the most important details that the users are concerned about while reviewing their order in cart.
Login and sign up page
Shipping page
In the old design, the shipping page was extremely long, users had to scroll through to fill in all the details regarding the shipping.