Content design

Summary

Checkout’s primary CTA was unclear and didn’t meet accessibility standards. I shipped a new CTA that’s now ubiquitous in ecommerce.

Situation

The primary call to action (CTA) on the final step of checkout was unclear.

Hypothesis

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

Problem for Shopify and merchants

Increased potential for abandoned checkouts.

Problem for buyers

Reduced trust in the checkout experience and confusion over next steps.

Compeitive audit of checkout buttons

Approach

  1. Validate hypothesis

  2. Content explorations and competitive audit

  3. Test

Solution and rationale

  • Meets tone and voice and accessibility standards

  • Clear and unambiguous

  • Consistant and familiar

Impact

  • Increase in checkout conversions valued at millions of dollars

  • 400 milliseconds per checkout faster

  • Normalised data-driven content