Standard Order Form UX

ClickBank UX

Converting a legacy check out page to modern standards and improving conversion

Breaking Down What Existed

The original check out page was only semi-mobile responsive. However, about 60% of traffic was coming through mobile.

Overall the form felt more like ordering from a physical catalog than placing a digital purchase.

There were several zones that would drop in and out depending on what kind of product was being purchased, and if the user had opted to use features that added additional blocks of content to their check out.

I did best practice research across all elements of the check out process. We benchmarked against other payment processors, online retailers, online customization tools. I also used a tool called MouseFlow to watch hundreds of recordings of users going through the check out process to analyze which areas slowed them down.

User Testing

I created Axure prototypes for all three kinds of check outs in various combinations of two, three, and four steps, with several different layouts such as single page check out and mutli-page check outs with tabs and accordions.

All tests were conducted on a mobile device, since a majority of users were checking out on mobile.

I conducted the remote user testing using UserZoom Go.

We learned was that users felt more confident in their purchase when the check out included a review step, but that the process should not involve more than three steps, else the user would get frustrated. We also learned that there was no discernible usability difference between a tabbed layout or an accordion layout.

Mobile Ordering Process

Superior mobile performance compared to the previous form, all elements actually fitting into the viewport and all text is now accessibility compliant.

A floating pay button increased ease of user completing their checkout, as often users would scroll up and down to check their form information before submitting.

Beta testing showed an average 1% increase in conversion.

1% may not sound like a huge amount up front, but when you break down that it’s the average across different categories and on a scale of millions, it was actually a statistically significant increase.