E-Commerce, Retail

Flannels

20% of users logging in had forgotten their password.

Key Results

25.1% uplift in checkout progression

Logo

Customers not already signed into Flannels’ website could not remember whether they had an online account. Of those who attempted to log in, a whopping 20% had forgotten their password and after receiving an error message, the user-based conversion rate dropped significantly. 

So what did we do?

First we asked the user for their email address and then we asked them a direct question – “do you have a Flannels account?” – and offered three simple answers “yes” “no” and “not sure”.

Users who clicked “not sure” would go directly through to the guest journey with their email address saved. Likewise, if a user received an incorrect password error, we gave them the option of going through guest checkout.

The first hurdle

The good news was that 10.9% more users successfully reached the next stage of checkout… hurrah. However, the less good news was that more users were going back to the cart or the home page at a detriment to the conversion rate. By polling users, we found that this was because they didn’t know what they were supposed to do and screen recording analysis showed users clicking on buttons without entering their email address.

Ok, what next?

We experimented with only showing the ‘yes’ ‘no’ ‘unsure’ buttons after a user started typing into the field but found that users were still going back to the cart page. After further analysis, we recognised that the users needed explicit instructions and these were placed at the start of the checkout experience. – They were asked whether they had an account first and then asked to enter their email address second.

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.

Users were moving further along in their checkout journey.

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 forces us to be more proactive
David LeeLead Product Owner
Neil Sumner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
Perri Savage
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Sarah Collett
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Lauren Juster
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
Julie Austin
They always have our customers at the heart of all they do
Julie AustinMarketing and Digital Director
David Lee
Working with User Conversion forces us to be more proactive
David LeeLead Product Owner
Neil Sumner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
Perri Savage
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Sarah Collett
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Lauren Juster
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
Julie Austin
They always have our customers at the heart of all they do
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
I like the holistic approach User Conversion take to their work.
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
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
Thomas Tregelles
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
Neil Sumner
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Sarah Collett
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
I like the holistic approach User Conversion take to their work.
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
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
Thomas Tregelles
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
Neil Sumner
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Sarah Collett
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director