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CRO Experiment Idea for Fabletics - Cro Metrics

The Fabletics brand was created in 2013 to offer stylish and high-quality activewear at an accessible price point. The company creates clothing that inspires its customers to stay active, whether they’re chasing their kids or competing.

Fabletics’ mantra is “Live Your Passion.” They strive to share that with their customers through every purchase. Does the company’s checkout process hinder that mission? We could test that.

The Problem: Fabletics Requires Personal Information Before Customers Can Access Their Cart

Fabletics encourages visitors to sign-up for a membership to receive benefits and discounts on their clothing. Yet, visitors are still able to purchase their clothing without a membership and pay full price. 

Unfortunately, when visitors try to add items to their cart or view their cart for checkout, Fabletics asks for personal information to continue. We understand that membership would increase the lifetime value (LTV) of each customer. Yet, the sign-up request likely creates friction and drop-off at a critical moment in the funnel.

Visitors need to take each of these steps:

Step 1: PDP Click on Add to Cart CTA

Step 2: Modal Pop-Up Asking for Info

Step 3: After Submitting Info – Modal Pop-Up Asking for Phone Number

Step 4: Access to Cart

CRO Experiment Idea for Fabletics - Control - Cro Metrics
The control experience for Fabletics involves more steps than necessary.

Our Hypothesis: Removing Unnecessary Friction Will Create a Better Shopping Experience and Increase VIP Membership Purchases

A study conducted by Baymard Institute on cart and checkout experiences found that one of the top reasons (24% of people surveyed) for cart/checkout abandonment is mandatory account creation.

Cart Abandonment Issues

The study also found that visitors value good design throughout the checkout process. In a recent test we completed for a DTC retailer, we found that driving additional subscription add to carts resulted in users showing high intent to subscribe. Unfortunately, a poor checkout and account creation flow resulted in abandonment.

Creating a frictionless checkout experience is critical in driving conversions through the funnel.

The Potential Fix: Placing the VIP Membership Sign-Up Request Further in the Funnel

The barriers during the add-to-cart step could be compelling visitors to bounce who have every intention of purchasing a product. To fix this issue, we would allow visitors to add items to their cart without a sign-up request. We would then move the sign-up request further into the funnel.

We hypothesize that this simple change would create a better shopping experience and increase both one-time and VIP membership purchases with two simple steps:

Step 1: PDP Click on Add to Cart CTA

Step 2: Cart With VIP CTA

CRO Experiment Idea for Fabletics - Variation - Cro Metrics
This variation of the Fabletics checkout experience reduces steps and friction.

As you can see, the variation allows the customer to make their purchase, yet includes a VIP call-out that showcases what they could save by signing up. When it comes to website optimization, it truly is the little things that make all the difference.

What Can Cro Metrics Test for You?

Wondering if your own checkout process is pushing potential customers away? The team at Cro Metrics could test that. To learn more about our experimentation programs, send us a message.