This case study showcases the design work carried out at Openfit, a fitness streaming platform, with the objective of enhancing the checkout experience. The project aimed to integrate Apple Pay as a payment option and improve the overall user journey. The focus was on increasing the Purchase Conversion Rate (Purchase CVR) through A/B testing. The study encompasses Openfit's platform as well as Ladder.com, a standalone brand under Openfit.
Openfit aimed to reduce cart abandonment and improve revenue and customer satisfaction by integrating Apple Pay and exploring alternative payment methods to streamline the checkout process. The success of the project was measured using the Purchase Conversion Rate (Purchase CVR), which tracks the percentage of users who successfully complete a purchase.
To measure the impact of design changes, an A/B testing approach was used, creating two design variants. Design Variant 1 focused on streamlining Apple Pay integration, while Design Variant 2 prepared for expanding payment options. Both variants were tested on Openfit's mobile web platform and Ladder.com, enabling a comprehensive analysis of user preferences. Testing on mobile web allowed for a quick