Success Story

schuh Improves Checkout Completion and CTA Conversions with VWO

19.7% CTA clicks

About Schuh

schuh is a leading fashion footwear retailer with over four decades of experience. schuh has expanded to more than 120 stores across the UK and Ireland and operates a robust online presence, allowing it to connect with a global audience.

Driven by a commitment to optimize its website experience and enhance A/B testing efforts, schuh partnered with VWO in December 2023. Since then, the brand has consistently utilized VWO’s tools to improve conversion rates and refine the digital shopping experience for its customers.

Why VWO

VWO allowed the team to double A/B testing frequency compared to the previous year, all while lightening the workload on the Web Development team. VWO has intuitive reporting features, exceptional customer support, and smooth onboarding experience.

Scott Wilson
Senior Manager UX & Digital Analytics

VWO’s A/B testing reports save us time by eliminating the need to create individual segments and dashboards. The stats engine and graphs provided by VWO keep everything in one place and up-to-date, allowing us to easily monitor test performance

Tay Atkinson
Senior UX Analyst

Goals

schuh’s seasoned CRO team comprising UX/CRO Analysts, Designers, Developers, and Quality Analysts share a common goal of improving the user experience and conversion rate of the website.

Two of the team’s main goals were to improve checkout completion rates and increase the number of users reserving products for in-store collection.

Observations

Recently, the CRO team identified two key issues:

Klarna payment option: User feedback revealed frustration about Klarna not being available as a payment option for certain delivery methods.
Call-to-action (CTA) placement: During an internal review, the team noticed that the “Collect or Reserve” CTA was positioned too far down on the product details page. The CTA enables users to reserve a product for in-store pickup.

Hypothesis

The observations led schuh’s CRO team to come up with hypotheses addressing both issues:

Klarna payment option: Indicating Klarna’s availability during delivery selection would likely improve checkout completion rates.
CTA placement: Moving the “Collect or Reserve” CTA higher up on the page would increase user interaction with this option.

Tests run

The CRO team at schuh decided to run A/B tests to validate the hypotheses using VWO.

Klarna payment option

This A/B test included the control and 2 variations. In the control, they did not explain to the user which payment options were available per delivery method.

Variation B displayed a simple message at the point of delivery selection informing the user if the Klarna payment method was eligible or not, and Variation C had the same functionality with a slight wording tweak.

Here’s a visual of how the control and Variation B appeared:

The results were conclusive: Variation B emerged as the winner, improving the checkout completion rate by 1.36% over the baseline.

schuh's Variation B emerged as the winner, improving the checkout completion rate by 1.36% over the baseline.

CTA placement

On the original page, the “Collect or Reserve” CTA was not visible in the first fold, while the Variation B brought it to the top fold. Here’s a look at both versions:

Control (left) & Variation B (right)

The results were clear: Variation B was the winner, improving the CTA conversion rate by 19.7% over the control. Impressively, this adjustment did not impact the conversions of the primary “Add-to-Bag” CTA.

Conclusion

With VWO, schuh’s CRO team improved checkout completion rates and the conversion of the “Collect & Reserve” CTA.

VWO proved to be an invaluable partner in schuh’s success. You too can harness VWO’s power to boost your conversions. Sign up for a 30-day free trial and explore its robust experimentation capabilities. Experience firsthand how easy it is to run tests that align with and drive your business goals.