ECommerce, checkout & shopping carts

 

BARKBOX FUNNEL & CHECKOUT EXPERIENCE

Existing user flow on Barkbox.com

BEFORE - users had to click through 6-9 different screens to checkout

Business Challenges:

  • CVR is in decline, dropping by 50 basis points (5 > 4.5%)

  • Completion rate of Bark’s funnel was less 10% of initiation

  • Funnel steps vary based on the promotion—it can be as large as 9 steps, each with multiple user tasks and screens

← Existing UX:

  • 80% of Bark’s traffic is mobile, 60% of conversions are driven from paid

  • 1st time a user sees pricing is in the checkout funnel, after 5-6 different steps, including email submission

KPIs:

  • Conversion rate / subscription completion

  • Speed to completion

  • Redesigning the funnel into a single-buy page would improve CVR:

    Consolidating the funnel would align to UX best practices for user flows and eComm sites

    A single buy page matches our other experiences (Barkshop.com & Food.bark.co)

    Getting users to checkout faster may help improve CVR

  • Adding pricing EARLIER in the funnel experience (to BarkBox Homepage) will help drive conversions:

    Pricing transparency helps us avoid bait & switch

    Managing user expectations will help reduce friction in the funnel—less sticker shock

    Product-led messaging that communicates the value of the subscription—not the first box—will drive more users into the checkout flow

  • Add new component to the homepage to bring awareness to plans & pricing before funnel to minimize sticker shock

    Cut user tasks by 50%

    Naturally group steps by what is intuitive to users

    Add clarity to language

    Show total cost & fees at every step

    Clear pagination

Pricing component built for Barkbox.com homepage

AFTER - Optimized checkout by slimming to 3 screens & adding pricing to homepage

Funnel completion rate increases by more than 50%, CVR slightly increased by 2%, Support cases decreased by more than 15%

Results:

  • Conversion rate improved by 7% (stat sig) from previous month

  • Google started surfacing pricing directly to search results—which wasn’t possible before because users had to sign in before accessing pricing

  • Funnel completion rate increases by more than 50%

  • Support cases decreased by more than 15%

BARKBOX PRODUCT GALLERY > CART

before - promo confusion & no happy path to cart

Business Challenge: Bark’s Food site has a 2% CVR, which is 3x less than its Dog Toy business.

Hypotheses:

  • Silos between product brands are preventing discovery of non-play products

  • Users lack awareness of how Bark Food products are relevant to their dogs or how convenient it is to purchase from a subscription model

AFTER - clarity on promo & subscription cadence

UX Strategy:

  • Give “kibble” its own landing page and let users self-discover which product is right for them

  • Include ingredients & protein in the product name

  • Improve clarity for bag sizing

  • Add product reviews

  • Animate image for more visibility of product (kibble pouring into dog bowl)

  • Include ingredients on PDP

Results:

  • +25% increase on “Subscribe & Save” 

  • AOV increased by $2.33 

+25% increase on “Subscribe & Save”, AOV increased by $2.33