Mobile Checkout Testing
Company: Academy Sports + Outdoors
Skills: Task Analysis, Competitive Analysis, A/B Testing, Javascript/CSS
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 significant pain point in our mobile checkout flow that would likely reduce cart abandonment and improve conversion if we were to tackle it.
User testing
“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.
4 of 10 sites
skipped a checkout login page entirely
1 of 10 sites
invited customers to create an account at the same point in the funnel.
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.
