A/B Test: Optimising Checkout by prioritising Login over Guest checkout

Year.

2023

Role.

Product Designer

Tasks.

  • Research & analysis
  • Design
  • Built and published A/B test
  • Post test analysis

About the Test

For users who are not logged in to an account, they are presented with an additional step before proceeding through the checkout flow. On this screen there is an option to checkout as a guest or to log into an account and continue with the normal checkout flow.

Being logged in as a return customer during checkout provides an accelerated checkout experience. It gives users the ability to use a saved address, and therefore bypass this step of the process.

According to Jakob Nielsen’s ten usability heuristics, promoting the log in step enhances the checkout process by making it more flexible and efficient for returning users.

Hypothesis

IF we prioritise log in over guest checkout, THEN return users would proceed through the checkout flow more efficiently and THEREFORE are less likely to bounce.

Since 80% of our traffic are returning users, we believe these changes better align with a user's expectations and, thus, reduces friction during the checkout process.

A/B Test Results

  • 16.3% Increase in users who clicked log in to check out
  • 8.37% Decrease in bounce rates
  • 1.56% Increase in transaction rates

The Changes

  1. Moved log in to the top of the screen at "Step 0".
  2. Created a distinct separation between log in and guest checkout.
  3. Enhanced heading and call-to-action copy to reduce ambiguity and provide clearer guidance for the user's next step.
BW login at checkout

Recommendations & Learnings

Although the test reveals a positive behavioral shift and improved service for returning users, a significant increase of +11.81% in forgot password initiations was observed. To combat this, we should consider implementing social sign in to further reduce friction at this step.

Additionally, encouraging early log in behaviour would bypass this step at checkout, thus positively impacting the checkout flow and overall customer experience.