UX improvements about through to checkout process that to increase CRO rates.
On the Google Analytics side, the CRO was far from the normal range (03-05%). To get a little more data on the reason, I evaluated GA reports and Hotjar records. Here are what I find;
Pricing page ---> Too much options
Pricing page --> The FAQ part is invisible (below the fold), and there's no use of social proof or validation.
Pricing + Checkout --> Lack of purchase motivation, trust and reinforcement
Checkout Page -> Items that cause of distraction
The fact that people come and subscribe to the system in such a special area shows that their motivation is at the top, and it is highly likely that the purchase will be made with a little support. However, it wasn't. Why?
"More options cause cognitive load and choice paralysis that distract users from their goal. Even worse — the more choices people have, the less happy they feel after purchasing. They tend to keep wondering if the other options might not have been a better choice, and if they made a mistake."
The problem on the pricing I think, users wasting their energy on which one is best, and lost their purchase motivation by among options.
What are the common UX patterns on the pricing page? How many options would be more effective to show? What is saying competitive analysis? There are a lot of articles/case studies, so I read, browsed competitor sites, and looked at UX common patterns.
Checkout sayfasında tespit ettiğim durum ise, ödeme odağını dağıtacak öğelerin olduğuydu. Promo kodu, upsell vb.
It is a mistake to interrupt the product/service feature storytelling during the checkout process until the purchase is complete. UX writing should work and remind users.
A seamless user experience in digital products is very crucial. It affects CRO directly. It is not easy to find perfect. UX designers should A/B tests, track the KPIs, and analytics data, and listen to users' feedback.
Here is my recommendations;
