Case study
Content Design.
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.
Approach
- Validate hypothesis
- Content explorations and competitive audit
- Test
Solution and rationale
- Meets tone and voice and accessibility standards
- Clear and unambiguous
- Consistent and familiar
Impact
- Increase in checkout conversions valued at millions of dollars
- 400 milliseconds per checkout faster
- Normalised data-driven content