Telfort is a Telecom business in The Netherlands providing reliable services at affordable prices. They there for everyone, especially for people who want quality, but do not want to spend too much money on it.
Description: “Kassabon” (the shopping cart summary) is an important component in the checkout flow. It’s the only section present on all 3 steps of the checkout and it helps the user keep track of their products by offering feedback during configuration and showing total costs, as well as extra information.
Goal: increase “CombiVoordeel” deals and increase channel share.
Issue: The lack of an overview and the display of too much content makes the user not complete their task of finishing the checkout process and thus prefer to call support or not complete the order at all. Main reward was the “CombiVoordeel” benefits which were not offering enough information. Previous user interviews were showing that the users didn’t completely understood what “Combivoordeel” is and needed more information to make the purchase.
Hypothesys: By offering a better overview and extra explanatory information when needed, there will be an uplift in “CombiVoordeel” deals, less overall checkout drops and less calls to customer support.
Solution: Group products in the kassabon as follows: product / extras / combivoordeel benefit / monthly costs ( before and after promotion ) / one time costs such as activation or setup. Each item becomes a collapsible element that shows extra explanatory information regarding that specific cost. Transparency in expences is a very important value that the company shares with the clients.
All the information provided here has been carefully selected based on feedback from customer support, user interviews and A/B testing. The user is offered all the information needed to make the purchase with no surprise costs. The collapsible elements help displaying information on different levels thus not overwhelming the user with information but still make it accesible if needed.
Beside the functionality the online digital sales team considered feedback from customer support in an effort to provide the answers to the most concerning questions a user might have during configuration.
A/B testing: We tested this solution and the results where showing more orders being made as well as an uplift in “CombiVoordeel” deals, which was one of the main goals that supported this redesign.
Future user interviews showed that the solution worked and therefore was extended to other flows. We even implemented a solution with collapsible elements to other sections of the website in order to better handle the content, especially on a mobile device.
The appropriate solution, tested and data confirmed, is to show the products by comparison. Telfort’s persona is very interested in getting the best quality at an affordable price. The products are therefore displayed as a comparison table making accessible at one glance all the benefits. At this stage the user is still orientating and it was interested to find out from user interviews that visitors tend to scroll when looking for information and how important it is to have the right content at the right section. For the returning visitors quick actions are provided so they can complete the checkout faster.
For the redesign we kept in mind that certain sections should be re-used across the website, so we designed them as components that can later be personalized rather than customized. This was very usefull for content managers and it also improved consistency across the pages in the shop.
The challenge on mobile devices was to find a better solution for displaying a lot of content. Focus was on reducing the scrolling on checkout pages and make the explanatory information accessible only when needed. To achieve this we designed and tested several improvements as follows:
- Collapsible elements
- Read more links
- Scroll to next step once a task/configuration is completed
- Improve content based on findings from research, user interviews and feedback from customers