Improving the number of webshop checkouts for an ecommerce store
Cozy Chic is an apparel brand specializing in high-quality, fashionable jackets for women. The company focuses on delivering stylish and functional outerwear designed to provide both comfort and sophistication. Cozy Chic tasked me with improving their ecommerce conversion rates by optimizing the webshop checkout experience.
Client:
Cozy Chic
Role:
Product Designer
Year:
2024
Fixing High Cart Abandonment
Through UX analysis, I found that The Cozy Chic website had high cart abandonment and low conversion rates. The main issues were that users were required to create an account during checkout, the checkout process was complicated, and there were limited payment options. These problems made it harder for customers to complete their purchases.
Process
"To decrease high cart abandonment and improve the checkout experience, I completed a design thinking project that included conducting a competitive analysis of three key competitors in the ecommerce industry. The analysis revealed that these competitors excelled in several areas, which informed my recommendations for Cozy Chic:
Guest Checkout: Competitors offered a guest checkout option, allowing first-time buyers to make purchases without creating an account. This reduced friction and improved the user experience.
Simplified Form Fields: Their checkout forms were streamlined with fewer required fields and auto-fill functionality, making the process faster and more convenient.
Progress Indicators: Competitors used clear progress indicators to show users how many steps remained, providing transparency and reducing uncertainty during checkout.
One-Click Payment Options: Some competitors integrated payment methods like Apple Pay and Google Pay, enabling returning customers to complete purchases quickly and effortlessly.
"These findings highlighted opportunities to enhance Cozy Chic's checkout experience.
Solution
Through my analysis, I found that the Cozy Chic website lacked a streamlined checkout process, including a guest checkout option and multiple payment methods, which contributed to high cart abandonment. To address this, I created user flows to visualize the possible paths users could take during the checkout process. Next, I sketched designs to reimagine the checkout experience, incorporating a guest checkout option and multiple payment methods to simplify and enhance the user journey.
Solution Screens
Key takeaways
As a result, I’ve managed to solve the problem of high cart abandonment. I've done so by simplifying the checkout process by introducing guest checkout. Users can now use multiple methods to pay. Customers can quickly checkout without the hassle of creating a new account and also won’t have to abandon the site if one of their preferred payment methods is missing. Thus increasing conversion and leading to more revenue.