Energy and Utilities
Optimizing HomeCare Checkout Funnel
Increase HomeCare sales by improving user retention during the checkout process.
Challenge
27% of users dropped out at the "Your Details" step during the checkout process. At this critical point, there was no persuasive messaging to encourage users to complete their purchase. Previous research indicated that customer testimonials could increase the completion rate in similar contexts.
Results
Adding a testimonial (V1 - Engineers Professional) to the right sidebar resulted in a +3.5% increase in orders with 56% significance.
V2 (Customer for 39 years) had a negligible impact (+0.25%, 4% significance).
The testimonial significantly influenced mobile users, with a +3.45% increase in orders for V1.
+3.5%
25%
84%
Evidence Review
Analyzed user drop-off data at the "Your Details" step and identified the absence of persuasive elements.
Hypothesis Development
Proposed that adding customer testimonials could reassure users and increase purchase completion rates.
Design Implementation
Created two testimonial variations:
V1: Focused on professional service (engineers).
V2: Highlighted long-term customer loyalty (39 years).
A/B Testing
Implemented A/B testing for both variations to evaluate their impact on user progression through the funnel and overall order completion.
Analysis
V1 showed a positive trend, particularly in the latter stages of checkout and on mobile devices.
V2 had a minimal impact, indicating that specific, service-related testimonials are more effective.
Endorsements from Leading Industry Professionals. I've included a selection of standout testimonials from my previous work.
