E-commerce Conversion Improvements / LWSDG
Client Information
Littlewoods Shop Direct Home Shopping Limited is the UK's leading online and home shopping retailer, with annual sales of around £2 billion and five million customers.
The Objectives
Provide a new user experience for the complete checkout process which will be used across the whole LWSDG group. It must improve the user experience, in turn reducing checkout drop-out rates and therefore improving site conversion rates.
The Solution
- a completely redesigned user experience focusing on an intuitive and supportive checkout flow
The Method
- alongside the project manager carry out a comprehensive competitor benchmarking study to ascertain checkout best practice
- a study of site analytic data to determine which stages of checkout result in the largest % of customer drop outs
- visual clutter was removed at every stage, to provide customers with a clean and minimal design which encourages forward progress in the checkout process
- rather than customers feeling lost in the process, a clear and highly visible 'breadcrumb trail' was introduced to ensure customers are clear as to where they have been, where they are and how many steps are left to complete the checkout process
- rather than requesting lots of information without clear instructions and information structure, split out the information required into clearly defined areas
- rather than risk customers getting confused and seeking the help section of the site, provide easy and intuitively placed help panels to support the customer journey
The Result
- a new checkout process adopted across the Littlewoods Shop Direct portfolio of brands, including Kay's, Great Universal, Choice, Additions Direct and Littlewoods
- increased checkout conversion rates across all brands (figures can't be disclosed as they are business confidential)