Cyrillus optimizes its account creation step by 10% Cyrillus optimizes its account creation step by 10%

Cyrillus optimizes its account creation step by 10%

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on 30 May 2016

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THE CHALLENGE

“We were looking to reduce acquisition cost and we realized there was an important exit rate at the account creation step. We asked the altima team to analyze and optimize this step during our on-going optimization roadmap.” Gwenola Toulemonde, Cyrillus e-Commerce Manager.

WHAT WE DID

Analysis of the Analytics data revealed a friction point when connecting to the order tunnel. Segmenting by user type (new + existing), we quickly realized that the problem was linked to new users and occurred at account creation.

Cyrillus customer account before optimization

The major problem with this page is legibility. The labels are not easy to read (12px size, light color, italics), the radio buttons are inoperable on a tactile device and the fields are not very visible and at a distance from their labels. All of these details really penalized page accessibility!

We listed other hypotheses for increasing the conversion rate at this stage:

  • Disruptive help messages: When the help message form and the reassurance for use were opened, data was displayed. Their design used error message codes (red) and were thus disturbing / anxiety-creating. They were not essential so we decided to test their relevance.
  • The “Loyal Customer Card” block could be unsettling: A shop customer who makes a first-time visit to the website can complete the form with his/her loyal customer card number. This is practical but quite rare. During user eye tracking tests, I have often seen the user open a form and mechanically fill out the first field without looking to see what information is being requested. This often creates an error and user lack of understanding.
  • Reassurance: New users are less familiar with the brand and its services: is it necessary to reassure them at this stage?
  • Breadcrumbs: Creating a customer account is a 2-step process (account and delivery). Displaying a second form can be deceptive for the user and a drop-off point. It’s not customary and unfortunately, I cannot change this component (technical constraints). Breadcrumbs are used to show the user that account creation is a 2-step process.

An MVT test was run with 8 combinations!

 RESULTS

Account creation redesign and a 10% gain in session value.

The winning version meant increasing the value of the visit by 10% (sales revenue/sessions ration)!!

Further to the testing, we learned 3 interesting lessons:

Ergonomics and disruptive elements: The form became the page’s primary element, more legible and no longer bothered by the balloon help. The impact was immediate as the exit rate at step 1 decreased by -8.89% and by -25.67% on step 2!

Reassurance: The different types of reassurance were tested and found to be counter-productive. Further, the user does not need to be reassured at this step in the pathway.

Breadcrumbs and 2 steps: The breadcrumbs have no impact on the user pathway. Ideally, the form should be rebuilt with only 1 step which corresponds to current conventions.

 CONCLUSION

It is absolutely necessary to follow or to come as close as possible to ergonomic standards in terms of accessibility and legibility. The impact on your site’s performance is strong and we see this in most of our testing.

Case Study Cyrillus

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Cyrillus optimizes its account creation step by 10%