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UX/UI Designer Graham Ayre

Checkout Conversion

Problem:

Investigate a 10% conversion disparity between the mobile and desktop checkout journey.

Approach:

Adopt the iterative design process which involves data analysis, user research, design testing, iterative design improvements, A/B testing and performance analysis.

iterative design process

Measure

Analysed analytics data to identify 'What' was happening in the checkout journey

  • Identified 10% disparity between mobile & desktop conversion.
  • Pinpointed task abandonment areas.
  • Uncovered high volume of user errors.

Research

Ran user testing sessions to identify 'Why' users were having difficulty in the checkout journey.

  • Ran 30 exploratory user tests on mobile and desktop.
  • The unmoderated user tests ran across 5 locales.
  • Tests unveiled users missing fields, and having difficulty fixing field errors.

Design

  • Store phone number for return customers.
  • Flag errors as soon as the user exits the field.
  • Explain why the error happened and how to fix the error.
  • Reduce exit rates by making the initial page view less daunting.
  • Simplify delivery options...and more

Test

  • Mock solutions
  • User test prototypes.

Adapt

  • Altered design for 'reducing content on initial page view' by removing a button action for revealing step 2 & 3, and applying action on completion of fields.

Measure

  • Run A/B/(N) testing for all design changes.

Result:

4.2% average Checkout conversion uplift with UK mobile conversion rising over desktop conversion. Design process was showcased to a tech audience of 150 people at a Digex conference as a great example of data and user led design.