Staged Checkout

This study is part of a broader research project aiming to establish the current state of all growth-related channels and products.

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Introduction

Analyzing the performance of the e-commerce, we noticed a significant drop in the checkout completion stage, which was below the market reference.
Mobile accesses had a higher visit rate and suffered the most significant drop in Checkout. Therefore, we understood that this stage of the funnel should be the focus of the next studies.
I conducted an optimization opportunity survey on all pages that composed the checkout stage and created a new layout containing all the new solutions.
The next step was to compare the two versions: the original layout and the new layout with new solutions applied.

Approach

To compare the performance of the two flows and also validate the quality of the changes made to the screens, I decided to conduct a usability test.
It would also be possible to do an AB test, but since many changes were made to all screens, it would be challenging to say which element was responsible for the conversion change. When we have many elements to validate, the AB Test is not the ideal methodology.
The flow with better performance would be implemented in the e-commerce.

Crucial Insights

The staged checkout had a positive performance in a general scenario. We believe that participants have a greater focus during the purchasing process compared to the one-page checkout.

However, we recommended improving "non-linear" flows, such as correcting and editing orders, where most participants had some level of difficulty or doubt about which path to follow to perform that action.

For more information, contact mirandamoreiraleticia@gmail.com