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UX Benchmarking: leveraging the checkout process

Undoubtely, the checkout process in a eCommerce is one of the keypoints of customer flow and, obviously, a KPI of our sales. 

Any small improvement in the UX of the checkout has a direct impact on sales and, therefore, this is the moment when we must take care of our customers, avoiding their frustration and possible leakage.

To extract possible optimization ideas for the checkout process and improve the conversion rate, it is recommended to start at the beginning and from the customer's perspective: knowing where we are and what our competitors are doing. Or what would be the same in UX: elaborating a Benchmarking.

 What is a UX Benchmarking and what are its goals?

Thanks to the UX Benchmark or competitive analysis, competing products in the market are evaluated and compared from the point of view of the end user to discover strengths and relevant characteristics in order not only to obtain opportunities for improvement, but also to extract UX trends within the market.

UX Benchmarking is the starting point for the conceptualization of optimization actions

Step 1. Collect, cross-check and data analysis

Now, if we get down to work with the UX Benchmark, we must collect, cross-check and analyze by observing the payment process of our competitors or those that include similar functionalities. This is the point at which we define the criteria to be evaluated in all competitors at the functionality level.

Once this is done, what factors have we detected that may cause our users to leave the purchase process? And which ones can lead to an optimal user experience?

Step 2. Identify the main factors to leave the checkout process

If we do not understand the reasons why a user leaves the payment process, it will be difficult for us to minimize the dropout rate. Thanks to the functionalities comparison table of our UX benchmark, we can easily and visually identify these factors.

Ejemplo tabla benchmark ux


Step 3. A solution for each obstacle

Una vez identificadas todas aquellas funcionalidades no implementadas o aquellos factores que pueden estar potenciando el abandono del checkout, entramos en la fase de una “solución para cada problema”.

Y esto significa extraer ideas para optimizar el flujo de los usuarios dentro del checkout con la ayuda de la usabilidad y experiencia de usuario.

Once all those functionalities not implemented or those factors that may lead to the stop the checkout process have been identified, we enter the phase of a "solution for each problem". And this means extracting ideas to optimize the user flow within the checkout with the help of usability and user experience.

Of all those ideas taken from the comparison table, what functionalities are market trends? Is there a common pattern? What are our competitors doing in a different way? And our eCommerce? 

Basically, it is about matching an obstacle-problem with a possible solution-idea to extract optimization actions. Let's now address, through an example, some of the main unfulfilled functionalities or obstacles detected in a customer's checkout, through criteria compared within a UX Benchmark.

Problem 1
The user needs to register and / or create an account, which slows down the payment or even prevents him from buying.
Possible opportunity for improvement
Allow to make the purchase as a guest or enable the login of social media profiles to speed up the collection of personal data.

Problem 2
The checkout is not properly adapted for mobile devices.
Possible opportunity for improvement
Let's think about Mobile First. If our e-commerce has more than 50% of users from mobile devices, it is recommended to optimize our site and focus its design and functionalities for this segment of users.

Problema 3
The structure of the payment process is complex and presents elements that distract the user and does not allow him to be within the process.
Possible opportunity for improvement
Use the 'One Step Page' method at checkout to simplify it, avoiding distractions during payment, reducing clicks and loading times. Also, it is recommended to insert a progress indicator that will allow the user to know the sections or blocks that he will need to complete at a glance.

Las step: CRO

Finally, we must prioritize the optimization actions. Once all the insights and data observed have been detected, they must be displayed clearly and visually to facilitate the understanding of the number of opportunities detected in order to prioritize them and move to the activation phase through A / B tests or customizations.

Carrying out a UX Benchmark will allow us to identify the usability flows in a digital asset and define the key steps to improve the performance of an e-commerce, especially in the payment process, where research is the key and small details can mark a big difference when it comes to optimizing the conversion rates of an e-commerce.


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