Summary

Women’s clothing and accessories retailer, hush, worked with digital agency Tryzens to improve its conversion rate optimisation (CRO) as a strategic priority to grow its business. This included improving the user experience of its mobile checkout page. The updated experience contributed to a 2.77% uplift in conversion rate and a projected gain of £68k in incremental annual revenue.

Objectives & aims

An analysis of customer behaviour on the hush website found that although there were twice as many mobile sessions compared to desktop, this was not reflected in revenue. Analysis of the retailer’s mobile experience identified a number of issues:

• High rates of multiple mobile pageviews on the delivery checkout page indicated that customers were not able to locate what they were looking for.
• Many users were abandoning the checkout page and reverting back to pages higher up the funnel rather than completing their transaction.
• Attempted clicks on unclickable page elements reflected user confusion.
• The primary call to action (CTA) ‘Proceed to payment’ icon had a higher click recurrence for users that eventually exited, suggesting that some of them likely experienced an error while filling out their delivery details.

As part of the development of a comprehensive CRO strategy, Tryzens was tasked with redesigning, testing and analysing the mobile checkout delivery page with the aim of increasing hush’s conversion rate.

Implementation, execution & tactic

The mobile checkout page layout was simplified. With the new page featuring the following improvements:

• The page header: A collapsed order summary section was introduced at the top of the page. The new summary section allows the user to focus on completing the form while always having the CTA visible within the checkout page. Important information about the order is now displayed even on the narrower screen size of mobile devices.
• Forms: Side-by-side ‘Delivery and Click & Collect’ tabs and icons were introduced to improve visibility and reduce the visual complexity of the previous forms.
• Text entry and form fields: Communication of what was required for each field on the form was improved, and a ‘successfully filled in’ validation tick was introduced.

Results

The new mobile checkout page improved the user experience, contributing to a reduced abandonment rate and increased conversion rate:

• +2.77% uplift in conversion rate
• -0.49% decrease in checkout abandonment
• Projected gain of £68k in incremental annualised revenue