At the start of our engagement, Aphrodites had seen a slight decline in their overall sales, as the market became heavily saturated with other adult stores. The brand was also competing against brands which they stocked, making this an even more complex situation.
Conversion was appointed to help optimise their checkout process and improve their sales flow to convert a larger percentage of their online visitors.
After watching 100s of visitor recording sessions and comparing the sales data against the user behavior data, it was clear that there was a blockage on key product pages and within the checkout process. Based on these results, Conversion looked to improve the flow of this process, by attending to every single page that a customer would interact with in their path to purchase, running a number of experiments to create a more seamless, faster, online checkout experience.
This was seen as a major issue that was contributing to the loss of sales the brand had described.
To overcome this, Conversion redesigned (UX) these unresponsive pages, testing them on all mobile device types, whilst also implementing a hierarchy structure for key elements. Elements were ranked in order of conversion and user experience, and placed strategically within the mobile frame. This optimisation resulted in an improved user friendly checkout experience, where scroll rates were minimized, and the number of products being added to cart increased.
Aphrodites saw a 10% increase in people starting the checkout process on a mobile device, with a 13% decrease in cart abandonments.
While we delivered a more seamless checkout experience, we were still losing large portions of our visitors to other adult stores who simply had cheaper deals. To overcome this issue, we drafted a second experiment to add alternative payment options throughout the checkout process.
Our hypothesis stated the following – “Lowering the price point and breaking payments into more manageable chunks would encourage more prospects to follow through with the sale, even if our products were more expensive than competition.”
To conduct the experiment, we A/B tested a number of different payment methods on product and checkout pages. The test winner saw us adding an After-pay button to all key pages (product & checkout), along with a payment message, instructing visitors of the payment amount and the number of payments needing to be made.