Adidas
Revamping Checkout: Reducing Drop-Off Rates and Boosting Purchases
5.2%
increase in CVR
Overview
Working closely with the Adidas team, our project aimed to address a significant challenge identified within the Adidas app: a higher than average user drop-off rate during the checkout process. Our goal was to enhance the user experience by simplifying the checkout flow, thereby reducing drop-off rates and increasing conversions.
Challenge
The initial analysis revealed a concerning trend: nearly half of the new users abandoned their shopping carts. The primary culprit was identified as the app's checkout process, which involved navigating through 18 screens. This complexity led to user confusion and friction, significantly impacting the overall user experience.
❌ Original Flow
My Role
As a product consultant, I played a pivotal role in this project. Collaborating with two other designers and retention consultants, I focused on analyzing user behavior through Amplitude data and understanding Adidas' business needs and KPIs. My contributions were crucial in identifying the checkout drop-off issue and devising a strategy to streamline the checkout experience.
✅ Revised Flow
Solution Approach
Our solution centered on a redesigned, streamlined checkout flow. We successfully condensed the process from 18 to 9 screens, making it more linear and user-friendly. Key interventions included:
Progress Visualization: Implementing a visual indicator of checkout progression to motivate users by showing how close they were to completing their purchase.
Guest Checkout Option: Introducing a guest checkout feature to minimize the friction associated with compulsory registration.
Promo Placement: Offer a promo code post-checkout to encourage user registration and drive repeat purchases.
These changes were designed to reduce the overwhelming complexity of the checkout process and encourage users to complete their purchases.
Outcome & Results
The redesigned checkout flow led to a marked improvement in user experience and business metrics:
Drop-Off Rate Reduction: The simplification of the checkout process significantly decreased user drop-off rates.
Conversion Rate Increase: The linear progression, coupled with the new progress visualization and guest checkout option, resulted in a substantial increase in conversions.
Overall, these enhancements contributed to a smoother, more efficient checkout experience for users and achieved notable business success for the Adidas app.
