Checkout: Shipping: Layout Improvements
Background
Funnel analysis shows that the Shipping page has the highest drop-off in the checkout process of 43%. The page structure and layout is confusing and could look overwhelming to users. User testing participants found the page difficult to navigate and understand. The contact and address fields are disjointed making it feel repetitive. The user has to carry out several tasks on this page. Setting out these steps one by one will make the page easier to navigate.
Hypothesis
Improving the page structure and hierarchy will breakdown the tasks for users into simple steps. This will make the page appear less overwhelming to users and increase progression to the next checkout step and transactions.Design Changes
- Sign in text and Sign In and Apple Pay CTAs moved above the Order Details section.
- The text above the sign in CTAs has reduced in prominence.
- The heading of the shopping cart section has been changed.
- The style of the shopping cart section has changed to mirror the other sections on the page e.g. ADRESSEN, BEZAHLEN, ÜBERPRÜFEN
- The line height spacing between the price summary items has been improved and evened out.
- The Kontaktinfo eingeben section has moved up to directly below 1. ADRESSEN
- The word (Optional) added after the existing text in the phone number field.
- Added a heading above the address fields.
- Enter a Billing Address section has moved above Select a Shipping Method.
Targeting
- Checkout: Shipping Page
Test Goal
- Increase progression to Payment step
- Increase Transactions
Devices
- Desktop
- Tablet
- Mobile
Audiences
- All visitors
#1. Which one do you think is the winner?
Results
Congrats! You got it right.
Winner: Variation 1
Start: 16/03/22
End: 04/04/22
Duration: 19 days
DE control sessions: 43,631
DE variation sessions: 42,644
FR control sessions: 24,608
FR variation sessions: 25,260
Highlights
- Improving the page structure and hierarchy of the Shipping page to break the tasks down into manageable steps resulted in uplifts to the Payment step of 8.59% for DE and 4.64% for FR, both reaching 99% significance.
- DE also saw a 2.31% uplift in Transactions with 95% significance.
Conclusions
- Users were more likely to continue through the checkout funnel with the new Shipping layout.
- The design changes predominantly improved the experience for mobile and tablet users.
- Users were more likely to complete their purchase on DE.
Next Steps
- As the variation produced a significant uplift in progression to the Payment step and Order Review on both domains plus an uplift in Transactions on DE it is recommended to roll out the variation design.
Unfortunately, you didn’t get it right. Variation 1 was the winner.
Winner: Variation 1
Start: 16/03/22
End: 04/04/22
Duration: 19 days
DE control sessions: 43,631
DE variation sessions: 42,644
FR control sessions: 24,608
FR variation sessions: 25,260
Highlights
- Improving the page structure and hierarchy of the Shipping page to break the tasks down into manageable steps resulted in uplifts to the Payment step of 8.59% for DE and 4.64% for FR, both reaching 99% significance.
- DE also saw a 2.31% uplift in Transactions with 95% significance.
Conclusions
- Users were more likely to continue through the checkout funnel with the new Shipping layout.
- The design changes predominantly improved the experience for mobile and tablet users.
- Users were more likely to complete their purchase on DE.
Next Steps
- As the variation produced a significant uplift in progression to the Payment step and Order Review on both domains plus an uplift in Transactions on DE it is recommended to roll out the variation design.
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You can download the full report in pdf format from the link down below.
