Purchase Page Optimization

 

SUMMARY

A significant subset of users was bouncing right before purchase. This was particularly odd as they had already entered their full purchase info and simply had to tap “Buy Now” to complete the purchase.

Why would they fill in all the info only to bounce at the final and easiest step?

 
 
 

Purchase path

The original purchase path was divided into 4 pages:

 
 

  1. Select event and ticket quantity

  2. Enter credit card number

  3. Enter CVV and expiration date

  4. Tap “Buy Now” CTA

 
 
 

DATA Analysis

The data revealed that 10% of users were bouncing and not purchasing at this stage. Further analysis showed that the majority of those users were tapping the “Back” button and never returning to purchase.

On tapping back on the CTA page, the users were taken back to the first page in the flow, bypassing the credit card pages.

 
 

Hypothesis

Some users who were on the brink of making a purchase hesitated because the final purchase page introduced uncertainty and friction. Removing this friction and introducing incentives would bring them over the edge.

 

TEST DESIGN

  1. The original purchase page did not reiterate the performer name. This could make some users uneasy about whether they are on the right event, thus encouraging bounce, or go back in the funnel. Performer info was added to this page.

  2. The amount of content on this screen nearly doubled, so I refocused on legibility, adding icons and left-aligning to make sections more easy to parse.

  3. The credit card info that was entered in previous pages was not repeated on the final page. Thus, a user could not be sure that the purchase was being charged to the correct card without tapping “back” to double check. A line with CC verification was added.

  4. Keeping trust messaging consistent across the app helps defuse doubt and encouraged purchase.

 

Results

• 2% purchase lift across all users who reached this page!

 
 
 

CONCLUSIONS AND NEXT STEPS

  • At least 20% of the users who bounced may have done so because they were uncertain about what they were purchasing or with what card.

  • Trust messages must be consistent throughout an app for maximum effect

  • 8% of users are still bouncing at this stage—how might adjacent pages be contributing to this drop-off?