Baron’s Eden:
Improving Checkout Conversion by 69%
UX Design | UI Design | Branding | Social Media
6 months // In Build
Baron’s Eden, a collection of luxury spa and hotel destinations, approached us to ask for a UX/UI audit of their checkout, with a turnaround for black Friday. Our design changes created a 69% uplift in conversion rate, with our primary focus being on accessibility, the calendar and sign-up. We are still working with BE on a second phase of design changes, along with an app.
During the audit, we identified insufficient contrast in typography and form fields, falling short of WCAG guidelines. To improve accessibility for the older target market, we provided developers with updated tint variations and typographic guidelines, enhancing legibility. Additionally, we recommended adjustments to spacing, button sizes, and interactive elements to improve usability and navigation.
The booking system before our changes
The booking system afterwards
We combed through their existing colour palette and made global changes to ensure high contrast and legibility, without steering too far from their original tints and branded guidelines.
Colours
We enhanced form usability by increasing padding, improving contrast, and refining typesetting. Additionally, we implemented a foolproof password checker to minimise errors, addressing one of the most common frustrations in the sign-up process.
Form Fields
We also reduced the number of steps required to sign up during the checkout process. We plan to A/B test whether capturing email and password earlier increases the number of users reaching the payment portal.
Sign Up & PasswordAs the final step in the checkout process, we redesigned the payment portal for clarity and efficiency. Payment options and early spa access add-ons are now prominently displayed above the fold, and a checkbox allows users to autofill their addresses, reducing friction and saving time.
Payment Portal