Optimising checkout for fashion ecommerce
Project Description
The checkout process is a critical part of the customer journey for any e-commerce platform.
Industry data indicates an average checkout abandonment rate of approximately 70%. Unfortunately, our website was experiencing even higher rates than that.
Problem statement
Analysis of our checkout flow revealed a significant drop-off between Step 1 - personal information and Step 2- shipping details.
Impact of issue
Higher checkout abandonment than industry standards.
My role as a lead ux designer
Lead UX designer / Product Designer
Research, design, prototyping, testing and deploying.
My role was to identify the primary blockers causing this drop-off and address them with a phased improvement plan.
Previous checkout experience
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Some of the data insights:
The checkout consist of 3 three steps:
1 - Personal Details
2 - Shipping Address
3 - Payment Method
The highest checkout abandonment occurs between steps 1 and 2. Additionally, the most frequently sent email in our flows is the "Reset Password" email, suggesting an issue at this stage.
Customers often don’t remember they have an existing account from previous purchases, or they fail to notice the guest checkout option.
New checkout experience
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The results of the A/B test demonstrated significant improvements:
• Conversion Rate: A measurable increase in completed checkouts, directly improving revenue.
• Checkout Abandonment: A marked decrease in abandonment rates, particularly at Step 1.
• Customer Support: A reduction in password reset-related queries and requests for checkout assistance, easing the load on our customer service team.
• Operational Efficiency: A decline in the volume of password reset email flows, reducing technical overhead.
Future optimisations - social login
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Building on the success of the MVP, we outlined additional enhancements to further streamline the checkout experience:
Iteration 2 - Social Logins: Introducing login options via platforms like Google, Facebook, and Apple to reduce the friction of remembering credentials.
Iteration 3 - Express Payment Methods: Incorporating options like Apple Pay and Google Pay for faster, one-click checkouts, catering to mobile-first customers.
