|The Emory University Center for Lifelong Learning (ECLL) Shopping Cart Improvements

The Emory University Center for Lifelong Learning (ECLL) Shopping Cart Improvements

The Emory University Center for Lifelong Learning (ECLL) Shopping Cart Improvements

Before
After

Goals

In October 2008, Emory University implemented a new registration system. This system had a negative impact on the online conversion rate for our students. The goal of this project is to improve the website conversion rate by streamlining and enhancing the online shopping cart.

Guiding Principles
  • Provide clear direction for users on how to progress through the checkout process
  • Place navigational elements in more intuitive locations
  • Remove distracting elements and background colors
  • Limit the number of links leading away from the checkout process

Baseline Metrics Prior to Launch
  • October 1, 2008: Emory implemented a new online registration system
  • Oct 2008 through Nov of 2008: the ECLL website generated a 1.46% conversion rate
  • November 2008: JMH streamlined the checkout process

Results

JMH streamlined the checkout process and, as a result, ECLL saw its conversion rates increase by 53% to 2.24%.

By | 2017-10-13T04:30:10+00:00 October 13th, 2017|Uncategorized|