Improving the Checkout Process for 26% Increase in Sales
UX/UI
Campéole, a sub-brand of the Compagnie Internationale André Trigano Group, is a leader in the outdoor hotel market in France. Historically driven by its B to B activity (with distributors and C.E.), the brand has now developed its B to C market thanks to e-commerce and the implementation of digital tools that boost the brand's presence in 5 European markets while maintaining its service offering for its historical distributors.
Problem/Starting Point:
An audit of Campéole's e-commerce site, ran by Numate, a Parisian digital consulting agency, uncovered several weaknesses that we believed could be imrproved upon in an effort to boost sales online. One of such areas that I was assigned the responsibility for was the checkout funnel; i.e. the process that a user would undergo to confirm their reservation after having made a selection. This final step of the reservation is where users were prompted to enter their personal details, payment information, etc. A peek at the website's Google Analytics data revealed that only 11% of people that made it as far as completely finalizing their order (selecting location, vehicles/add-ons, other options) made it past the first step of the checkout process. Further, only 5% of all users completed the checkout process...
Process & Solutions:
I served the role of UX/UI Designer on this project, performing a more detailed audit of the checkout funnel and recommending several improvements to the website in-line with UX best-practices and communicating design rationale to key stakeholders. Along the way, I constructed high-fidelity wireframes using Adobe XD that displayed every aspect of the new website, which were later developed and implemented leading to a nearly 26% increase in sales.
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