In the case of a manufacturer of cleaners and assembly lubricants, registered website users have access to an e-commerce store to purchase products online. Since users are required to register before placing an order, we decided to optimize the registration process.
It’s normal for e-commerce customers to leave during the purchasing process for various reasons; in fact, within the conversion rate optimization (CRO) sphere, it’s referred to as “shopping cart abandonment.” In an effort to optimize the purchasing process, we made it easier for users to register when they are ready to order.
Variation A (The Control):
Originally, a website visitor interested in purchasing a product online had to complete the following steps:
- Press “place an order” button
- Click the hyperlink “register” on the “place an order” page
- Complete the form on the registration page
- Choose products to order
Variation B (The Treatment):
To optimize the buying process, we cut out the second step which required users to click onto a separate registration page. As you can see in the Variation B screenshot, the registration form is embedded directly on the order page. Users interested in placing an order are able to complete the registration process without having to visit another page, reducing friction.
So, how did this embedded form test improve the user registration rate?
|Metric||Variation A||Variation B|
|Website Sessions Included in the Experiment||230||245|
|Successful Registrations (i.e. leads from your website interested in buying products)||34||53|
|Conversion Rate: Visitors-to-Registered Users||14.78%||21.63%|
By optimizing the online order process, we increased the conversion rate of a website visitor turning into a registered user by 46%.