Revolutionizing Openfit's checkout with Apple Pay integration, optimizing options to boost Purchase CVR.
Leading the integration of Apple Pay at Openfit, the goal was to streamline checkout, reduce cart abandonment, and improve revenue. Utilizing A/B testing, the focus was on enhancing the overall user journey, specifically targeting the Purchase Conversion Rate (Purchase CVR).
Industry
Fitness, Health Care
Disciplines
Usability Testing Interaction Design User Interface Design
Team
Date
2021
The challenge
The challenge involved reducing cart abandonment and improving revenue by integrating Apple Pay and exploring alternative payment methods. A comprehensive A/B testing approach was employed to create two design variants, aiming to streamline the checkout process and provide users with convenient and flexible payment options.
The solution
Design Variant 1 streamlined Apple Pay integration into the cart, minimizing friction and reducing the steps required for a purchase. Design Variant 2 expanded payment options, offering users alternatives like credit cards, PayPal, and digital wallets. The A/B testing results favored Variant 2, demonstrating an 8% increase in Purchase CVR on Ladder.com compared to the control group.
Results
Design Variant 2 was selected as the primary checkout experience for Openfit and Ladder.com, showcasing an 8% increase in Purchase CVR on Ladder.com. By strategically integrating alternative payment options, Openfit achieved improved user satisfaction and a more efficient checkout experience. The A/B testing approach provided valuable insights for data-driven decision-making, guiding future iterations to optimize the overall checkout process.
