As one of Germany’s largest online supermarkets, AllyouneedFresh understood the importance of mobile to its business. Customers rely on mobile devices to browse and choose from the more than 20,000 grocery products stocked on the brand’s virtual shelves. With a goal of increasing the transactions completed on mobile, the team set out to improve the mobile checkout experience.
About AllyouneedFresh
One of Germany’s largest online supermarkets
More than 20,000 grocery products
www.allyouneedfresh.de
Goal
Improve mobile user experience
Increase transactions completed on mobile
Approach
Conducted user experience analysis
Implemented key enhancements to mobile site
Results
Transactions via mobile grew by 51%
Mobile conversion rate improved by 14%
Drop-offs from order confirmation page dropped by 21%
Through a data-driven user experience analysis conducted with Google, the AllyouneedFresh team identified several opportunities to increase the number of orders on mobile devices. Following a detailed workshop, AllyouneedFresh made several key enhancements to the checkout on their mobile website.
These improvements included:
- Moving delivery date options to the start of the checkout process
- Adding a “continue to checkout” call to action in the basket at the bottom of the checkout
- Automatically determining the customer’s credit card type rather than having users select from a drop-down list
- Matching field length to the expected length of the input
- Exposing title options through segmented controls
- Using labels instead of placeholders for form fields
- Enlarging the “save” call to action and making it more noticeable by adding contrast
In a six-month period, these measures produced tangible effects on the bottom line. AllyouneedFresh’s transactions via mobile grew by 51% and the mobile conversion rate improved by 14%, while drop-offs from the order confirmation page dropped by 21%.
