RTIC & Potential Form Abandonment: We Could Test That
“Overbuilt. Not overpriced.” RTIC is the one-stop shop for all the things you need to support your next outdoor adventure, from high-quality coolers and drinkware to apparel. RTIC’s mission is to help you obtain great gear without sacrificing your wallet.
RTIC has many loyal customers that keep coming back over and over again. But there just might be some friction in RTIC’s checkout process. Could the brand improve its conversion rates by eliminating this friction? We could test that.
The Opportunity: Required Isn’t Optional…and Optional Is Required
It sounds a bit confusing because it is. And when confusion happens during the checkout process, the result is often abandonment. Currently, RTIC’s checkout process doesn’t mark which fields are optional and which fields are required.
Unfortunately, this may lead to customers leaving out important information, resulting in errors in the checkout process and unnecessary friction. Users who are then uncertain about what to do to fix the errors may simply walk away in frustration which eventually leads to lower revenue for RTIC.
The Control
Our Hypothesis: Enabling Users to Complete Each Field Without Delay Will Decrease Cart Abandonment
In a study completed by Baymard Institute, not marking fields as “required” or with an asterisk was observed to lead to an increase in form completion time and a high rate of validation errors. And, unfortunately, nearly 1 in 5 shoppers have abandoned a cart in the last quarter due to complicated checkout processes.
According to Nngroup, there’s a simple solution to this issue. Simply mark all of the required fields during the process as well as all of the optional fields. Be as explicit and transparent as possible. For your customers, there’s no such thing as too much guidance or information.
The Potential Fix: Explicitly Marking All Optional & Required Checkout Fields
We would start our test by simply marking each optional and required field during the checkout process. This would ensure customers know what to do next and would eliminate unnecessary form errors.
We hypothesize that this small change would reduce checkout friction and result in customers sticking around instead of abandoning their cart. As a result, RTIC would experience increased conversion rates and an improved UX within the checkout flow.
The Variation
What Can Cro Metrics Test for You?
A form field could be standing between you and increased conversions for your business. To know for sure, you must test. To learn more about our experimentation and optimization programs, send us a message.