How Grana Changed their Checkout Funnel - and Why it Still Needs Work

Hong Kong-based fashion e-commerce start-up Grana is known for their premium fabrics, transparent pricing, and hybrid retail concept of only allowing shoppers in their physical stores to purchase online. The company has had decent growth - now 100k visits/mo to their website according to SimilarWeb - and secured US$6 million total in venture capital since launching in 2014.

  1. US$150,000 in capital from the founder's previous ventures in October 2013: Grana started in Hong Kong
  2. US$1.1M funding round in October 2014: more fabrics, more countries shipped to
  3. US$1.5M funding round in July 2015: tripling its range of styles, expanding online marketing to more countries, and opening more pop-up stores
  4. US$3.5M funding round in February 2016: further international expansion, particularly the US

Unfortunately, the checkout funnel on Grana's website, the crunch point for success, has put a damper on these efforts. We've looked at Grana's checkout funnel three times over the past year and although there has been improvements, the site has multiple problems that are hurting sales.

Product Detail Page

Product detail page - Mar 20, 2015
Mar 20, 2015

Product detail page - Nov 30, 2015
Nov 30, 2015

Product detail page - May 30, 2016
May 30, 2016

Wins

  • Got rid of the "N spaces each" messaging which was confusing
  • Added a flag instead of just country name so it's easy to know you are shopping the right country store
  • Made the letter icon of the "Offline - Leave a message" button white to match the site's color scheme
  • De-emphasized the price by making its font smaller
Fails
  • Got rid of the light grey border around the key product information, which drew the eye
  • Removed "What Size am I?", which increases hesitation
  • Made the Size, Colour, and Quantity selection choices smaller
  • Removed the label for Quantity
  • Removed the label for Colour, which now updates to the name of the colour selected. This is confusing because this functionality isn't the same on the Size selection - the label doesn't update to the size name when you click a size.
  • Made the Quantity selection a dropdown box instead of the +/- selection box which was easier to use
  • Removed the highlight of Men in the navigation bar to indicate what section of the website you are in
  • Removed the down arrow next to the country name in the top navigation. It's not 100% clear you offer multiple countries now that you can switch between.
  • Removed the product thumbnails of different angles
  • The "Add to Grana Box" button is still blue, the same color as the site's color scheme, instead of a contrasting color

Product Added to Cart

Added to cart - Mar 20, 2015
Mar 20, 2015

Added to cart - Nov 30, 2015
Nov 30, 2015 and May 30, 2016 (no change)

Wins

  • Got rid of the language about the boxes which was confusing
  • The total and checkout button are much more visible
  • "Your Grana Box" instead of "GRANABOX" makes it more personal
Fails
  • When you add a product to the cart, there is a notification that it was added but the Checkout button doesn't appear. You have to click the cart icon to proceed to checkout.
  • Unable to modify the colour or size without removing and re-adding the item
  • Checkout button should be a contrasting color
  • Missing ability to save an item for later (put in a wishlist)
  • If an item in the cart has limited stock left, that should be noted to increase urgency
  • Missing up-sell and cross-sell opportunity by not suggested other products to add to the cart or showing people their recently viewed products

Checkout Login

Checkout login - Mar 20, 2015
Mar 20, 2015

Checkout login - Nov 30, 2015
Nov 30, 2015

Checkout login - May 30, 2016
May 30, 2016

Wins

  • De-emphasized "Proceed as a guest" since Grana doesn't record personal information of these buyers
  • Added back the support phone number on the latest iteration
  • Removed all menu items in the top navigation so people are focused at the task of checking out
Fails
  • Missing any indication of how long checkout will take. Put a steps indicator at the top of the page.

Want more funnel analysis?

Grana's full checkout funnel
Grana's full funnel as of May 30, 2016

This analysis only covered the first 3 steps of Grana's checkout funnel. If you work at Grana and want to see the full funnel or you are curious how we can improve the funnel on your own website, please contact us.

Important Note: Modifying your funnel to match the suggestions above is no guarantee of improvement. A/B testing should be done to test if changes lead to statistically significant increases in performance. Don't make changes without testing them first!