The completion rate for users navigating to the checkout and finalizing their purchase increased from 23% to 49%.
Breakdown of the Pain Points
- Unnecessary Intermediate Screens: Users encountered too many redundant screens when adding a product to the cart.
- Mandatory Account Creation: Users were forced to create an account to proceed with the checkout process.
Research
- Upon re-evaluating the user flow, we identified multiple unnecessary intermediate screens that added no value (e.g., a separate page to display the updated cart, distinct pages for bookmarks and the cart). To streamline this, we implemented a slide-in functionality.
- Our user research revealed that a significant percentage of users 28% preferred guest checkout over account creation, unless they were shown clear benefits and privileges of having a registered account. Competitor analysis indicated that providing the option to proceed as a guest while highlighting the advantages of account creation was an effective strategy.
Our Solutions
Streamlined User Flow: We removed redundant screens and introduced a slide-in functionality to display the updated cart and other relevant information without navigating away from the current page.
Guest Checkout Option: We emphasized the benefits of creating an account but also provided users with the flexibility to proceed as guests.
You can view the revised user flow here:
Feedback
The introduction of Guest Checkout was well-received by users, particularly travelers. This change led to an 26% increase in the conversion rate from checkout to purchase. During testing sessions, users appreciated the ability to view product photos alongside information, enhancing their ability to visualize the product and making the shopping experience more tangible.