MEASUREMENT
Personal & Address Details
Give first time users sufficient reassurance so that they input their data and progress to the payment stage without hesitation , and pre-populate data for return user convenience .
User has distractions removed with a quarantined screen
Provide a clean environment to speed users through checkout screens , by removing all extraneous content and navigation / menus that could distract them , and display only the minimum essential content and actions to drive conversion . ( See image 24 )
For return user , personal and address details are pre-populated
Automatically pre-populate personal and address data to streamline the purchase . Not storing and pre-populating previously entered data will make the transaction more arduous .
“ 47 % of respondents prefer apps - versus a mobile website - when they need to complete a task or transaction quickly .”
App-Nesia in the UK : The Need for Re-Engagement Marketing , 2015
image 24
For return user , the end-to-end transaction process is within a single screen ( i . e . from details to checkout )
Return users , who have all of their details - personal , address and payment - stored inapp , should be presented with a single screen transaction experience , where all data is prepopulated ( with options to edit ), so that they can complete it fast and conveniently . They shouldn ’ t have to click from screen to screen through the checkout journey . ( See image 24 )
MEASUREMENT
Funnel reports : % of visits going to the next step in the process
Functional Errors : type and number of payment defects ( to be fixed )
# of validation errors : if errors are high you could show the correct input examples
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