The existing website had an incredibly clunky check-out process with separate processes for different types of orders from doughnuts to gift cards to wedding towers. They all consisted of a high number of unique steps, were difficult to navigate and unnecessarily complex. Sign-posting was poor and, in some cases, it was unclear that the user was about to be funneled into a payment process. The website was not optimised for mobile and was incredibly difficult to place an order. It was not surprising that a high percentage of shopping carts were abandoned, both on mobile and desktop, as users gave up in frustration.
Ridgeway streamlined the entire site structure, simplifying the user journey and enabling users to add all product types to a single basket. The site can now apply multi-tiered discounts, dynamic pricing and delivery. Users are now able to purchase products from homepage to completion in up to 50% fewer clicks and for account customers they can make a purchase in just two steps. The confirmation page promotes the benefits of creating a user login, tracking the order and faster checkout, without adding friction to the checkout process.