terStal
Optimized Checkout for terStal: Harnessing Data Insights for Superior UX Design
TerStal, a well-known brand with more than 200 physical shops across the country, is known for its commitment to offering affordable, high-quality clothing for the entire family. Fashion retail has faced major challenges in recent years, with many retailers struggling to adapt to the shift to online shopping and the increasing demand for omnichannel strategies.
In 2021, terStal partnered with Youwe to establish a robust eCommerce platform. Since then, we’ve been working together to keep improving and scaling their online presence, so the changing demands of their target audience are met. This has allowed them to stay competitive in the market and continue to grow, even as other retailers struggle to adapt to the new retail landscape.
Following the successful launch of terStal's new platform in collaboration with Youwe, our digital strategy team embarked on an in-depth analysis of the brand's digital ecosystem. The objective: to uncover opportunities for optimization and enhancement of the customer experience. Leveraging the OGSM (Objectives, Goals, Strategies, Measures) framework, we identified the checkout flow as a touchpoint with a high return on investment, an ideal candidate for optimization.
The checkout flow plays a pivotal role in the customer journey, shaping brand perception, fostering customer loyalty, and driving online revenue. Together with terStal we established two primary KPIs: to decrease checkout drop rates by 4% and increase overall conversion rates by 0.2%.
Our commitment to delivering measurable results and driving sustainable growth led us to adopt a data-driven approach to tailor the user experience in alignment with terStal's overarching business objectives.
5%
Increased mobile conversion rates based on comparison of 2 equal periods
4%
Decreased checkout drop
terStal's new checkout strategy dramatically improved user engagement and increased mobile conversion rates by 5%, showcasing the power of user-centric design and data-driven decision making.
Our solution
Optimizing Checkout Flow: Data Insights & Mobile-Focused UX Analysis
We started by conceptualizing customers’ experience of the current shopping flow on the platform. We first examined Google Analytics data for checkout metrics like drop-out rates. Following this, we conducted an UX Audit to pinpoint pain points and improvement opportunities using established usability practices and heuristics.
We found that, although more than 70% of website traffic came from mobile, there was a significantly higher bounce rate for these devices. This insight helped us frame the scope and pay special attention to mobile optimization.
HotJar's session capture tools were used to examine real customer shopping sessions. We identified patterns in mouse movements, page scrolls, keystrokes, and clicks, allowing us to gain precise insights into user behaviour and pinpoint areas of friction.
Crafting terStal's Checkout Vision through Research Findings, Competitive Analysis, and Interactive Design
To align with terStal's ambitions and situation, we held a workshop structured in three phases. Initially, we presented our research findings and prioritized issues needing immediate attention.
Next, we conducted a competitive analysis, drawing inspiration from other fashion brands and identifying opportunities for terStal’s brand differentiation.
The final phase was an interactive session where we brainstormed and created initial sketch wireframes. This exercise not only brought our ideas to life but also established the foundation for a new checkout direction.
The results
The Measurable Impact of User-Driven Checkout Optimization
The implementation of the new checkout led to significant improvements in user engagement and navigation. We reduced the average number of clicks required for users to complete their purchase, thereby easing the shopping process and enhancing user satisfaction.
Our optimization efforts also yielded more tangible results: terStal saw a notable 5% rise in mobile conversion rates, leading to substantial revenue growth.
This success story highlights the effectiveness of our collaboration and demonstrates the transformative power of prioritizing user experience combined with data-driven insights. Our investment in UX design and a data-centric approach has not only yielded immediate benefits for terStal but also established a solid base for sustainable growth and future digital success.
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