Introduction
Homeful, a well-regarded home goods retailer, embarked on a strategic collaboration with Simpler to revolutionise its online checkout experience. Despite having a functional process, Homeful was keen on innovating to maintain a competitive edge in the bustling eCommerce sector.
The Challenge
Homeful's primary goal was to enhance the user experience and conversion rates without completely overhauling its already successful platform. They aimed to make the checkout process more streamlined, diversify payment methods, and minimise cart abandonment, all while upholding their high customer service standards. This goal aligned with addressing common eCommerce challenges, including lost sales due to abandoned carts and high development costs related to optimising checkout.
Simpler's Solution
Simpler introduced a one-click checkout solution and expanded Homeful's payment options to include Apple Pay and Google Pay. This integration not only facilitated smoother transactions but significantly reduced checkout times and simplified user interaction. With Simpler, customers no longer faced lengthy forms, account creation, or extra login details.
Impactful Results with Simpler
Conversion Rate Increase
Following the integration of Simpler in 2022, Homeful has seen a consistent upward trend in conversion rates, marking an impressive increase of +55% since the first year of Simpler’s integration. This achievement is attributed to Simpler's focus on streamlining the mobile-optimised checkout process, designed to significantly reduce the friction typically encountered during the final steps of an online purchase. The seamless experience, coupled with the inclusion of popular digital wallets like Apple Pay and Google Pay, directly addressed customer preferences for quick and secure payment options, leading to this significant increase in conversions.
"Simpler has significantly improved our checkout experience. The increase in conversion rates and reduction in cart abandonment demonstrates the value of their solution. The seamless integration and positive customer feedback have made this partnership truly worthwhile." Eleni Andrikopoulou, Ecommerce Manager at Homeful
Diversification of Payment Methods
The shift towards wallet payments, reducing reliance on costlier methods like PayPal, was another standout result of Simpler's integration. This diversification of payment methods is rooted in Simpler's all-in-one payment solution, which supports a wide array of payment methods out of the box. By leveraging Simpler's capability to integrate with Apple Pay and Google Pay without the need for additional coding or integration efforts on the merchant's part, Homeful was able to offer its customers the flexibility to use their preferred payment method.
This convenience and security provided by such digital wallets not only improved the user experience but also significantly influenced the adoption of wallet payments over more traditional and costlier methods.
Specifically, the reliance on PayPal saw a notable reduction of -13% in the second year of Simpler's integration, while Cash on Delivery (COD) payments decreased by -47% during the first year of implementation.
Checkout Optimisation
A noteworthy 52% of Homeful's customers began utilising earlier checkout points (product page and minicart) facilitated by Simpler, streamlining the buying process. The strategic placement of the Simpler checkout button on the product page, mini-cart, and cart pages allowed customers to complete their purchases directly from earlier points in the shopping journey. This early engagement not only reduced the steps involved in making a purchase but also capitalised on impulse buying behaviour, contributing significantly to the streamlining of the buying process.
Customer Growth
The increase of 32% in unique registered shoppers to the Homeful community was a direct result of Simpler's ability to convert anonymous "guest" users into registered customers. Simpler accomplishes this through its checkout process that requires minimal input from new users, effectively "killing" the guest checkout paradox. Each Simpler order creates a registered user for the merchant, facilitating data collection for targeted marketing and promotions.
This approach not only simplifies the checkout process for first-time buyers but also ensures that Homeful can easily grow its customer base and foster customer retention, leveraging Simpler's network of over 500,000 shoppers. The emphasis on creating a registered user with every transaction aligns with industry insights that show increasing customer retention rates by just 5% can significantly boost profits.
Checkout Efficiency
For returning customers, the average purchase time was notably fast at 7.3 seconds for 1-click checkouts, while first-time users completed their purchases in 78 seconds on average, showcasing Simpler's ability to offer a quick and hassle-free checkout experience.
Customer Satisfaction
Homeful's post-purchase surveys yielded an outstanding 4.96/5 rating, reflecting exceptional customer satisfaction with the Simpler checkout experience.
In summary, Simpler's integration with Homeful brought about transformative results by leveraging key features of the platform: a streamlined, one-click checkout experience, a diverse range of payment options including digital wallets, the capability to register guest users effortlessly, and optimisation of the checkout process to encourage purchases from earlier points in the shopping journey. These strategic features of Simpler directly contributed to the remarkable improvements in conversion rates, payment method diversity, checkout optimisation, and customer growth experienced by Homeful.
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