Casestudy Enhance online trial and subscription purchase experience

Key challenges

The client was looking at fixing the dropping user engagement rate while boosting the business. To leverage the recent e-commerce boom, the client wished to digitize the ordering process so that he can directly speak with its customers and provide a platform for accessing diagnostic products.

Optimize the checkout process

To provide a more tailored shopping experience to the end-customers, it was essential to offer order completion (product subscription) with minimum or no hassle. Shortening the checkout process with reduced clicks was a challenge.

The customized trial product section

Convincing the end customers to try the product would require a very personalized experience in the trial product section. Making them fill complete information without any external impetus was a challenge to have them registered for a product trial.

Security of the portal

As the client was a Fortune 500 organization, the e-commerce portal needed to live up to the standard of the brand. Having non-compliant PCI was a major challenge.

Cumbersome content creation

The content on the existing portal needed the deep technical expertise to make the change. Making it accessible to non-technical business users was not an easy feat.

Approach

e-Zest studied the client requirement in detail. It was decided that UX research would be conducted to decide the shortest checkout path, which will be offered to the customers for easy and quick checkout. A Magento extension would be built to handle content management part easily without needing specialized technical skills.

Solution

Funnel approach for A/B testing

As a part of A/B testing, easily configurable themes were created which can be easily customized/switched based on a conversion rate
Customizable controls were created based on the device
UI controls and customizable labels were created based on the login state

The minimum steps checkout process

One-step checkout extension was integrated which helped to complete the checkout process with minimum clicks/steps
A fully configurable extension was created with all possible customizations from Magento back office
Responsive user interface with an easy order management experience was created
The Guest checkout process was added with automatic account creation on a successful order placement

Customized content creator

Used Magento’s Bluefoot extension to create customizable static pages
UI-friendly drag/drop page was created
Landing pages were made customizable to include different layouts and content relevant to a customer group

Dynamic bundle creator

Provided the user with the facility to manage dynamic bundle packs in Magento back office
Dynamic bundle packs can be created with various configurable options along with a facility to enable/disable packs at any time
Bundles created in Magento back office that can be associated to order page in frontend

Performance and Security

Integration with the warehouse management system for real-time inventory update
The scalable and high-performance solution with high availability
Provided reports to analyze customer enrolment on these customized sites
Various reports can be easily handled within the application
Implemented PCI data security standard (PCI DSS) version 3.2
Website data security by PCI compliance and online payment gateway integration

End result

e-Zest gave strategic consultancy based on their requirement within the timeline by leveraging funnel-based approach and giving them the product with the best quality.

Shorter check-out flow

UX research translated into the revised checkout flow which improved the overall time required by the user to checkout with all essential information properly filled in.

The northern trend of orders

The improvements done the to the checkout process had shown positive results and order graph kept moving upwards.

Quick content update

e-Zest equipped the business team to manage the content on its own without having to go to the technical experts. This saved a lot of time and improved the campaign setup and runtime.

Enhance online trial and subscription purchase experience

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