“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.
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:
An MVT test was run with 8 combinations!
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.
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.