Content design

A cartoon man thinking about shopping online and clicking a large Pay now buton

Summary

I wholesale revamped Shopify's checkout content. This case study focuses specifically on a new call-to-action that’s now ubiquitous in ecommerce.

Situation

The primary Call to Action (CTA) on the final step of checkout was unclear, and failed accessibility guidelines.

Hypothesis
Unclear content on the CTA was causing buyers to hesitate or abandon their purchases.

Problem for Shopify

Increased potential for abandoned purchases.

Problem for users

Reduced trust in the checkout and increased friction.

Compeitive audit of checkout buttons

Approach

  1. Validate hypothesis

  2. Explore content options

  3. Test

Pay now button on a checkout

Solution

  • Meets accessibility standards

  • Clear

  • Consistent and familiar

Impact

  • Conversion improvements of $40+ million per year

  • Inclusive and accessible tone and voice

  • 400 milliseconds faster per checkout

  • Unified Shopify ecosystem

  • Normalized data-driven content