Penhaligon's – Checkout
Phase 1:
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Vertically stacked steps (hidden on mobile) are now a clear sequence of pages, indicated at the top
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Login step was taking users too long. We’ve prioritised the guest journey over logged-in following the Baymard Institute's guidelines
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Shipping stage had the highest drop-off, especially the country field which is now pre-filled and collapsed
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Optional fields have been collapsed in the delivery form and unnecessary steps to get to payment have been removed
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Separate review stage caused drop-off, so it’s now merged into the payment step
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My team and I built a flexible solution rolled out across three white-label brands: Penhaligon’s, L’Artisan Parfumeur and Kama Ayurveda.
Phase 2:
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Users leaving the title field empty converted 12.5% less, so the field will now be optional
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Single-field login that auto-recognises accounts boosted CVR by 9%
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Pre-selecting card payments cut payment page exits by 5%
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Baymard research shows users hesitate to proceed if they don't know gifting is available, so we’re moving it to cart
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Error messaging improved: making the CTAs active and scrolling the user to the highest error on click. Errors no longer shown whilst typing.
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Expanded the changes to 4th withe label brand