Academy Sports + Outdoors
Our mobile website was rather new and we hadn't done much testing, if any. I took the initiative and decided to draft a study on task completion. I identified a few of the most common tasks on our mobile website and authored a test on UserTesting.com. The results shed light on a signficant pain point in our mobile checkout flow that would likely reduce cart abandoment and improve conversion if we were to tackle it.
“Ok, I don’t want to sign in. I don’t know if I really want to create an account. is there no…oh”
9 of 10 users
immediately concluded that they needed to sign in or create an account to checkout
This research tool can serve as to uncover inspiration. However, in this case I wanted to study the landscape to see if there were any mobile conventions that I might be unaware of that should shape my design direction.
1 of 10 sites
invited customers to create an account at the same point in the funnel.
4 of 10 sites
skipped a checkout login page entirely
I crafted a quick experiment in Monetate to test a different layout. The proposed design hid the title bars and the "Create Account" button which I concluded were unnecessary noise. Additionally, the design changed the hierarchy of information to better direct the user's eye.
projected incremental revenue
lift in conversion
lift in new customer conversion
lift in cart abandonment