Native Checkout
A 3-step, one-screen iOS & Android checkout flow using bottom sheets to keep context while allowing complex data entry.
The problem
An underperforming checkout was due to a few key reasons: a web view was leading to high load times and a less integrated experience, and a 4-step checkout was leading to significant drop-off and poor conversion rates.
What I did
- Competitor analysis to see how we were comparing to other retailers
- User journey mapped to identify key issues
- Full flow redesign
Process
Using competitor analysis we could start to see the gaps in our checkout compared to other retailers. Using analytics and Contentsquare we could see customers falling off the funnel for a range of reasons — some trying to find delivery times and pricing, others reaching this point only to find timings or pricing didn't meet their needs.
We could also see from previous usability tests the frustration of data entry, and the number of times customers were asked to add repeated information. We felt we could really cut the amount of time spent typing.
To map these frustrations we started adding findings to a user journey map so we could pinpoint exactly where things were going wrong.
We were aiming for two things: an easy-to-adopt checkout for new customers, and a one-click checkout for returning customers.
Outcome
Expected savings of around £9m.
3% conversion rate increase