Fairfield undertook some conversion analysis of the shopping cart page (not the following checkout process).
This indicated a number of obstacles to checkout
- Confusing, hidden business rules
- Long form, with most content below the fold
- Unnecessary information requested
- Absence of persuasion motivators
- Low apparent trust value
Once they fixed this they got a 34% increase in revenue.
Nice job Fairfield. They show conversion is a multifaceted issue not just the checkout process but also the simplicity of pricing, perceived company trust worthiness, and lack of good copy writing (‘persuasion motivators’).
Do you have any case studies you’d like to share?