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Boosting Satisfaction and Sales: An E-commerce Checkout Design Case Study

One of the leading BPO services providers, Minds On have recently collaborated with an online retailer for redesigning their e-commerce check out process. Come with me to examines how the redesign eliminated some of the problems and achieved value by increasing the sales and the level of satisfied customers.

Identifying the Problem

An online retailer had an issue that you might also have noticed several times before, although their website was generating a ton of traffic, they weren’t converting nearly enough. There were customers who were abandoning their carts but not finishing purchases. The analysis showed that the checkout process was the issue on the retailer’s website. Since it was overly complicated and time consuming it frustrated customers and resulted in drop offs at the final essential part of the buying journey.

Existing Checkout Process Challenges

One of the obstacles of the retailer’s existing checkout process. The forms they made users had to fill out were terribly tedious due to excessive details. Mobile users experienced terrible user experience because of slow loading checkout pages. They were missing diverse payment options that would limit the convenience for many potential buyers. Another layer of friction discouraged quick and hassle free transactions, forcing customers to create an account before making a purchase.

Minds On’s Strategic Approach

User friendly solutions with technology that aligns with the goals of the business are at the top of the agenda for Minds On. In order to tackle this project, the team created a strategy based on three core objectives of making it simpler, faster, more responsive, and more flexible. These objectives became the basis for rethinking the checkout to cater to the needs of customers, and increase conversions.

Redesigning the Checkout Process

To address the issue of multiple checkouts involved within the process, Minds On incorporated a simplified model. The forms were also modified to include only basic client input fields such as name, address and payment information. New options were developed like an option to autofill so that people who visited this site before could easily complete forms.

Speed optimization was a primary driver of the implementation since delay in page loading was a restraint to few to none at all especially the mobile users. The development team focused on the fact that the new checkout process should be fast and reside well on devices, avoiding past instances where customers got bogged down with slow loading.

In an attempt to sort out the problem of a lack of flexibility, the new design provided an opportunity to use credit cards, digital wallets, and buy-now-pay-later services. The functionality that allows guest checkout was launched, so that clients did not have to register in order to make a purchase. This single and seemingly minor modification greatly benefited the casual buyer since the process becomes smoother.

The Application of Customer-Centered Concept

The new checkout process gave the retailer great results as was expected from the changes made. The quantity of the unique completed purchases was raised noticeably and cart abandonment decreased. The customers favored the cleaner look, faster loading time, and other methods of payment which improved their shopping experience. These changes also helped with improved customer loyalty since the buyers of these products were likely to come for more after a positive sales experience.

The case of the Minds On underlines how the commitment the company has to provide customized strategies was instrumental in the retailer finding the way out of the problems and meet their objectives. In addition to increasing sales, the customer convenience and simplification of the checkout reduced pressure for the retailer, and they were able to solidify their market presence in a crowded field.

Conclusion

Any e-commerce business that wants to boost sales and customer satisfaction should have a well designed checkout process. This case study shows how Minds On’s experience delivering customer focused solutions helped the online retailer to overcome the challenges and unleash its full potential. The redesigned checkout design served to address critical concerns such as complexity, speed and flexibility, and enabled both the business and its customers to have the best experience. If any company is looking to create similar results, Minds On is a good starting point.