FR: Checkout Page Navigation
Background
Contentsquare analysis has revealed several areas of user frustration and confusion within the current checkout page layout, particularly around the navigation tabs at the top of the page, and the duplication of basket contents. We believe there is an opportunity to improve usability at this crucial funnel step to increase conversion rate.
Hypothesis
By simplifying the layout of the mobile checkout page, we expect to see a reduction in checkout exit rate and therefore an uplift in overall conversion rate and RPV from this step in the funnel.Design Changes
- The 2 tabs at the top of the page are replaced with a single title “LIVRAISON & PAIEMENT”.
- The grey “Resume De La Commande” section remains as per control and can be opened by tapping anywhere on the content.
- Delivery address title becomes left aligned to match the other titles on the page.
- Delivery address and Delivery method sections remain as per control.
- Discount code field is removed.
- Grey content slot below the Payment Method title is removed.
- Payment methods remain as per control, collapsed on page load.
Targeting – Pages
- FR checkout
Test Goal
- Conversion Rate
- Revenue Per Visitor
- Checkout Exit Rate
Devices
- Mobile
Audiences
- All visitors
#1. Which one do you think is the winner?
Results
Congrats! You got it right.
Winner: Variation 1
Start: 17/03/22
End: 18/04/22
Duration: 34 days
Control visitors: 3,312
Variation visitors: 3,210
Highlights
- We observed an uplift in the primary metric of conversion rate (transactions) of 9.2% at 96% statistical significance. There is clear evidence that simplifying the layout of the checkout page and removing non-clickable elements positively impacted the conversion rate of this page.
- We also observed a -5.5% reduction in exit rate from the checkout page at full statsig, again confirming the impact of the improved layout. The combination of the improved conversion rate and reduced exit rate resulted in an overall improvement in revenue per session of 5.1% from €10.70 to €11.25 per session.
Conclusion & recommendations
There is clear evidence that the improved layout of the checkout page positively impacts conversion rate, with an uplift of 9.2% at 96% statistical significance. Once deployed to 100% of visitors, the new layout is worth an estimated €82.1k in annualised incremental revenue based on level traffic volumes to the checkout over the following 12 months.
We recommend experimenting with the winning layout on the UK checkout before submitting it for deployment to ensure a similar uplift in transactions. There is an opportunity to introduce a new variation on the UK checkout, which would automatically display the card payment option by default on initial page load rather than forcing users to trigger the payment accordion to enter card details. We believe this will further improve performance due to reduce click effort from users.
Unfortunately, you didn’t get it right. Variation 1 was the winner.
Winner: Variation 1
Start: 17/03/22
End: 18/04/22
Duration: 34 days
Control visitors: 3,312
Variation visitors: 3,210
Highlights
- We observed an uplift in the primary metric of conversion rate (transactions) of 9.2% at 96% statistical significance. There is clear evidence that simplifying the layout of the checkout page and removing non-clickable elements positively impacted the conversion rate of this page.
- We also observed a -5.5% reduction in exit rate from the checkout page at full statsig, again confirming the impact of the improved layout. The combination of the improved conversion rate and reduced exit rate resulted in an overall improvement in revenue per session of 5.1% from €10.70 to €11.25 per session.
Conclusion & recommendations
There is clear evidence that the improved layout of the checkout page positively impacts conversion rate, with an uplift of 9.2% at 96% statistical significance. Once deployed to 100% of visitors, the new layout is worth an estimated €82.1k in annualised incremental revenue based on level traffic volumes to the checkout over the following 12 months.
We recommend experimenting with the winning layout on the UK checkout before submitting it for deployment to ensure a similar uplift in transactions. There is an opportunity to introduce a new variation on the UK checkout, which would automatically display the card payment option by default on initial page load rather than forcing users to trigger the payment accordion to enter card details. We believe this will further improve performance due to reduce click effort from users.
Get a copy of the full report
You can download the full report in pdf format from the link down below.
