Recently we redesigned the registration and checkout process for Web sales of GTM’s Household Tax and Payroll services. The focus was on re-engineering the process flows to improve completion rates. The overall look and feel of the pages in the process was also updated.

We worked closely with GTM’s marketing and IT departments in the analysis and testing stages of this project.

The steps in the redesign process were:

Analysis

Website analytics revealed that the majority of users were making it to the second page of the sign up flow, but were then exiting the page.  We felt this page had too many non-essential fields. Additionally, this page was the first page on which the actual price of the service was calculated.  The combination of seeing the price for the first time and feeling like the page was “too much work” was undoubtedly leading to users bailing on the signup process.

Other issues we found in analyzing the signup process:

  • The flow allowed collection of a large amount of customer information, with more than 10 potential pages that could be seen by any one user. We surmised that the users were getting lost in the process, as there was no sense of how many pages you still had to complete.
  • There were too many fields in general with a large number of “optional” fields. Best practice in any signup flow is to have as few fields as possible.
  • Information on customer privacy and security protection was missing, reducing the credibility of the site.
  • The site asked for bank account numbers as a default, making the process more difficult than necessary for the majority of customers (who usually used credit cards to pay for the service).

User Experience Strategy

Our core strategy consisted of simplifying the flow, and better communicating to the user.

We reduced the 11 pages to a total of four:

  1. Intro Page
  2. Basic Account Information
  3. Confirm / Place Order
  4. Thank You

pages were removedAdditionally, we:

  • Drastically cut down on the number of fields presented on each page (the remaining information could be captured later, after the prospect became a customer).
  • Added pricing information upfront, so users had a clue what was coming.
  • Changed the defaults to credit card (and displayed images for them).
  • Improved context by showing a progress bar at the top of the pages.
  • Improved credibility through visuals on security and link to privacy policy (displaying an electronic badge for the security provider, Authorize.Net).

Results Following Implementation

The result of the shopping cart redesign were:

  • More than 250% Increase in web sales year-over-year
  • An overall increase in business sales of 15%.

Website: GTM Household Tax and Payroll

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