So we decided to split the page into two sections: the top half would contain all the product elements related to purchasing, so the images, price, any customisable options, benefits and free sample offers.
At the bottom, we’d have the specifications of the product, with product descriptions, delivery and returns information and common FAQ’s. This all then comes together so that customers can easily see what they’re getting when they first land on the page and then get more information at the bottom.
Easy, effective checkout process
With the need for making purchases as simple as possible, and over 60% of traffic coming from mobile, it’s imperative to make the checkout process as easy and fluid as possible. We took a few key steps to ensure this. Firstly, a progress bar to show how far through the checkout customers are, making it easy to see how far they are from completing their purchase.
To minimise distractions and keep customers concentrated completing the purchase, we also removed the navigation bar from the top. But that wasn’t all, in the space instead we added some trust symbols via the means of showing accepted cards and the payment provider.
Next, we boiled the checkout to only the essential, name, address and contact details. Once these were filled in, you’d be taken to the order review section, before being taken off to enter the payment details. To make this even simpler, we also incorporated an address lookup. This was based on the postcode and made checking out a much simpler process, especially on mobile.