Streamlining The Checkout Experience at a B2B marketplace
To improve sales and conversions, I redesigned the checkout process to address the high user drop-off rate between shopping and shipment pages. Our analysis showed that users abandoned the process even after reaching the checkout page, resulting in poor conversion rates. To solve this, I performed a hthe EUristic analysis of all checkout process pages to identify errors, minimize the number of clicks needed to complete a purchase and address potential usability issues. I also researched current trends and best practices for a streamlined checkout experience.
I simplified the checkout to three steps: Cart, Checkout, and Confirmation. We updated the progress bar to keep customers informed. Users can now add devices to their cart, view the quantity and availability of each item, and edit their cart, all from the checkout page.
During checkout, users can add shipping addresses and see an estimated delivery date based on their location. I added new payment options such as Wire Transfer, PayPal, Debit/Credit Card, and Payment Terms to meet user preferences. Users can see a detailed breakdown of their total cost, including devices, delivery charges, buyer level, and discounts.
About expert
A Principal Designer at Eze.
Tomi applied their knowledge of Design in E-Commerce on the following markets: North America and EMEA.
Tomi built products like Checkout page using the variety of tools such as tool Figma, Slack, Notion, Shortcut, Fullstory and Google Analytics.
Other cases by Tomi
Improving The Authentication Experience at a B2B marketplace
I created a new authentication mechanism for Eze that followed the style guide. To make it easier for visitors to authenticate, I added a simple registration and login pop-up form that minimized page shifts.
Enhancing The Shop Experience at a B2B marketplace
To improve the shopping experience, I analyzed key data such as popular items, user search preferences, pricing updates, and stock levels. With the engineering team, we introduced filtering criteria for different device categories on the shop page. I also tested multiple formats for showcasing device pricing and availability, including a real-time product pricing list view extension.
To provide users with more comprehensive product information, the product detail screen was enhanced. Users can adjust product category parameters and view recent sale prices to make informed decisions. The product information display was improved with a simple open and close functionality, more product images, and accessible payment channels through Eze.
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