E-Commerce, Retail

Flannels

20% of users logging in had forgotten their password.

Key Results

25.1% uplift in checkout progression

Logo

Flannels customers who were not signed in to the site could not remember whether they had an account because of the low annual frequency of purchase,

Of those you tried to login, 20% of had forgotten their password
When received with this error, the user-based conversion rate dropped significantly (inc. across sessions).

Aside from that, the guest checkout, used the majority of the time, is below the fold on mobile (also used the majority of the time). The hierarchy of the login page needed to be reviewed based on how the majority of users progressed through the checkout.

So what did we do?

We asked the user for their email address once, rather than in two fields. This enabled us to explicitly ask the user whether they had an account through a process of self-selection.

We asked users a direct question of “do you have a flannels account” – “Yes”, “No”, “Not Sure”.

Users who clicked ‘not sure’ would go directly through the guest journey with their email address already saved.

If a user received an incorrect password error, we contextualised the message to give the user the option to go through the guest checkout regardless.

From a technical perspective, given this requires a drastic overhaul of the page UI, to work around any page load impact or flash of content, amongst other improvements, we designed a loader to show and we removed following node creation and painting.

The first hurdle

The variation was successful and the hypothesis was proved – more users successfully reached the next stage (+10.9%) of the checkout.

This was overwhelmingly because of the migration of users from the failed password error, migrating through to guest journey as this number rose.

The most used was guest checkout option, but 10.8% of all users were unsure whether they had an account. These users also converted the highest.

However, more users did go back in the journey, more so on mobile, back to the cart which was at detriment to their conversion rate

Ok, what next?

We identified through tactical polls that users were going back to the cart because they didn’t know what to do – they were clicking on the buttons, without entering anything into the email address field. This was a problem with the execution of the experiment.

We quickly iterated on this to only show the buttons when a user started typing into the field

-4.1% users reaching the next stage of the journey
+13.1% more users going back to the cart page

We also saw an increase in users going to the homepage and, after session recording analysis, users moving their mouse around the screen trying to understand what to do

On further analysis, we assumed that a lack of clarity was the problem (not telling users what to do explicitly)

Learning from mistakes

Understanding the users respond well to clarity, (explicitly being asked what to do with clear instructions), we placed this at the forefront of the user experience – asking the users whether they had an account first, then proceeding to enter their email address after

+15.1% users reaching the next stage of the journey (from the original variation)
-60% less users going back to the cart page

We saw an increase in users use the ‘not sure’ option by 5%. The reduction in users going back to the cart had a minor impact on the amount of users successfully transacting, meaning these segment of users still have a level of anxiety within the checkout journey

Success!

This time, it worked. 60% fewer users were heading back to the cart page and 15.1% more users reached the next stage of the checkout journey. We iterated on this experiment three times and it delivered an overall progression uplift of 25.1%, meaning users were moving further along in their checkout journey.

Overall progression uplift of 25.1% after 3 x iterations

Key Results

60% fewer users were heading back to the cart page

15.1% more users reached the next stage of the checkout journey

About 40 – 50% of all our experiments are iterations of one another. Because we’ve proved or disproved a hypothesis does not mean that our execution was right, and the impact that we create are testament to that.

Amit Rajyaguru

eCommerce Manager

David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager