Academy Sports + Outdoors

Mobile Checkout Testing

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.

User Testing

mobileLogin_before

“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

Competitive Analysis

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. 

mobile_competition

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

A/B Testing

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.

mobileLogin_before
mobileLogin_after

Results

$18k

projected incremental revenue

5.2%

lift in conversion

8.6%

lift in new customer conversion

-4.4%

lift in cart abandonment

Made with ☕️ by John Sanchez 2018 ©