An Order Optimization That Increased Visitor Registration Rates by 46%

Purchasing products or services online requires either a quote request process or an e-commerce store, and there’s different opportunities for optimization depending on which method your website uses.

The Idea

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.

The Test

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.


The Result

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%. 

Consider testing the way your website visitors can learn more about your products with Growth-Driven Design, or request a consultation with one of our experts to get started.

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