Conversion Rate Optimization through Shopping Cart Improvements
Email this to a colleague
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.
Baseline:
- 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
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
Results:
JMH streamlined the checkout process and, as a result, ECLL saw its conversion rates increase by 53% to 2.24%.
