Case Study
ASICS Re-Architectures Checkout and Increases Order Numbers
Established in 1949 ASICS has solidified its position as a leading brand in the athletic footwear industry, emphasizing a holistic approach to well-being and promoting an active and healthy lifestyle. ASICS is celebrated for its commitment to innovation and performance, consistently integrating advanced technologies such as GEL cushioning into its footwear to enhance comfort and support for athletes.
The Concern:
Asics expressed the need to optimize their checkout funnel. At the time they had a multi-step checkout that had many usability issues.
Observation #1:
The checkout pages did not have any error messages if users made a mistake when entering their information. This was compounded by the fact that the call to action was disabled. Users would click on the continue button, but nothing would happen, and they would not know that there was an issue with the forms that needed to be corrected.
Recommendation:
Add clear and concise error messages that validate the fields as users fill out the form. Also, enable the call to action to direct users to the specific areas of the page where there are issues.
14% of address forms contain errors made by users. 11% of shoppers will abandon their purchase if they have to enter their personal information more than once. This is why it is important to notify shoppers of any issues with the forms.
Observation #2:
The most significant change was transitioning from a multi-step checkout to a one-page checkout. I had previously worked with a different brand to create wireframes for a one-page checkout. ASICS heard about the positive results that site was experiencing and asked me to help them develop their own one-page checkout.
Recommendation
After a couple of months of design and development work, ASICS launched their own one-page checkout funnel. This new funnel was designed to simplify the checkout process and reduce the number of page loads required for customers to complete their purchase.
The Results:
After fixing the usability issues with the forms and going to a streamlined one page checkout Asics saw the following results.
-
Desktop convert rate increased by 70%
-
Mobile convert rate increased by 149%
-
The overall abandon checkout rates decreased by 27%
Previous Case Study
Next Case Study