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Online Entertainment Retailer
The Challenge:
Lab based user testing highlighted several difficulties users faced when trying to complete the check out process. A subsequent review of the site’s visitation metrics revealed that only 11% of visitors were moving from the shopping page to the billing details page.
Our Approach:
Using the visitation metrics, UsabilityOne highlighted the exact areas that users were experiencing difficulty. Findings from the lab based testing were then used to offer specific recommendations to alleviate the difficulty users were experiencing.
The Outcome:
Sales analysis revealed that the average spend on the site was $221, with 2,200 average monthly transactions equaling a monthly spend of $486,200. Should the recommendations given increase the number of visitors who move to the billing page from 11% to 20% (a conservative estimate), this would result in an increased sales total of $529,958 per month.