CVL Think | Plan | Do

The Background

                                                  Following the launch of their eCommerce websites for their two high street brands – H.Samuel and Ernest Jones – Signet saw an opportunity to increase conversion rates and reduce levels of abandonment within the checkout process.

Signet asked CVL to carry out a thorough evaluation of their checkout processes and scope out solutions to optimise the checkout flow.

“We've been really pleased with the work CVL carried out on our eCommerce sites – insightful, detailed and comprehensive.

The results of their research have been extremely valuable in helping us to understand the way our customers shop online and how to serve them better.” Nicky Brown, Head of
eCommerce

          

The CVL Solution

CVL initiated a 3 strand investigation in order to understand where the checkout process could be optimised.

CVL drilled into website usage data to identify the paths users were taking through the checkout process and the drop-offs at each step. This revealed that there were different abandonment points on the two websites and for different shopping scenarios.

With this insight in mind CVL carried out usability testing with H.Samuel customers and an expert evaluation of the Ernest Jones website to explore the various checkout scenarios and identify usability issues and informational barriers to completing purchases.

The research revealed that the different shopping scenarios (gifting, delivery, collection) required fundamentally different process flows to ensure that customer information needs were met. CVL designed optimal process flows for each individual checkout scenario and then combined these into a new checkout journey that best supported the highest priority shopping missions.

The Benefits

After implementation of CVL’s solution, there were significant improvements in the conversion rates across the two websites, with fewer customers abandoning their baskets and reduced drop-offs within the checkout process. Overall the conversion rate from basket to completed order was up 27% across the two websites.