We recently worked with a luxury clothing and accessories brand to improve their checkout process. Whilst they had a high volume of traffic to their site, the opportunity to increase average order value was not well-displayed or utilised by website visitors.
Our consultants worked closely with them to improve this and optimize their checkout process.
What do you want to get out of your checkout process?
When working with the client, it was important to determine what was important to the brand, and what they wanted to get out of their checkout process.
This retail brand offers free delivery when a visitor’s basket contains more than £175 worth of products. However, from analysing their analytics, we could see a drop in visitors on the basket page.
Data insights also suggested that the ‘free delivery’ message (when visitors spent more than £175) wasn’t prominent and visitors who were eligible were likely not seeing the message.
The message which highlights the minimum spend threshold for free delivery was positioned below the order summary in a small box, that was not visible to many visitors.
Webtrends Optimize identified that if they had clearer way of displaying how close users were to qualifying for free delivery, customers would be encouraged to continue shopping to reach the minimum spend required for free delivery.
This would increase the AOV, and website visitors would feel like they were getting an additional, unexpected benefit out of the transaction by getting free delivery included.
What steps can we take to encourage a higher AOV?
To encourage this process, we ran a test on their checkout pages that introduced a progression bar on the basket page.
This clearly displayed how close users were to getting free delivery and how much more they needed to spend in order to qualify.
The bar would fill up as visitors got closer, so they could clearly visualise their progress and what else they needed to add to be able to have no delivery charges.
The hypothesis was that by displaying the free delivery message more prominently on the basket page and introducing a progression bar, it could encourage visitors to add more products to their basket.
A ‘check’ symbol was also added to confirm when they became eligible for free delivery.
Our hypothesis also theorises that this would provide an incentive for customers who already had a value of over £175 to progress through to the checkout funnel and make a purchase.
The Results
This test ran for 4 weeks, and at the end we could see there was an increase in AOV, and a 2% increase in revenue.
There was also a +15% uplift on users clicking on ‘Continue Shopping’, to allow them to add more products into their basket and thus reach the minimum spend threshold.
There was also a +7% uplift in users making a transaction when browsing on desktop.
The outcome of the test was projected to have +475 additional users to reach the confirmation page each quarter, equal to a very significant lift in revenue.
