I was responsible for The AA breakdown cover end to end (and top to bottom) journey. I was given a target of increasing sales conversion by 7%, which was a line in the forecast and growth hinged on it
At the start I formed a strategy and plan based on insight from user research, usability, analytics, call centre feedback, sales data and books such as Luke Wroblewski ‘Web form design’, Steve Krug ‘Don’t make me think’ and Caroline Jarrett & Gerry Gaffney ‘Forms that work’.
I produced a prioritised list of of 130 changes with estimated revenue impacts. I specified, wireframed and collaborated with the team – and it was that collaboration which took it to the next level, the debating and iterating.
No distractions – buyers can concentrate on what they’re doing – selecting and the button
Vertical axis to completion – a straight line – not fields side by side, tick box above the button
Forgiving fields accepting all formats – allowing spaces, capitalisation, hyphens etc.
Top aligned field labels
Affordances – different field sizes for post code etc offer a visual clue
Reduced steps – 2 fields for address look up
Credit card field order matching the order on the card – long number first, expiry, name, csv
‘Your quote’ visible at all times to reassure buyers
We increased conversion by 89% vs a target of 7%. It was literally off the charts (we literally had to keep resizing the conversion graphs each week to fit it in the trading report) and more than we’d ever dreamed of.