About Sidewalk
Since its founding in 1982, Sidewalk has cherished values such as originality, spontaneity, and a zest for life. Founded by three friends, the brand stands out for its youthful and irreverent spirit. With a strong connection to an adventurous and urban lifestyle, Sidewalk draws inspiration from nature to create contemporary collections with rustic touches, offering comfortable and versatile pieces to its customers. Today, with 42 stores throughout Brazil, Sidewalk is a leader in creative and laid-back fashion, known for its durable, high-quality pieces.
The challenge
Sidewalk’s e-commerce team places a high priority on the user experience and conversion rate optimization (CRO), and is always on the lookout for market innovations. At the same time, with a complex omnichannel structure and multiple sellers, the company was facing high customer acquisition costs.
The solution
In a joint effort, Compra Rápida’s headless checkout was customized and put to the test in an A/B test against the native checkout. For two weeks, a portion of the traffic from the Sidewalk website was directed to the Compra Rápida Checkout to track the performance of the two experiences in real time.
Results
Defining checkout conversion as the number of users whose purchases were approved divided by the number of users who started the checkout process, we arrive at the following result:
With a unique user experience and its user base, Compra Rápida showed a significant improvement in the conversion rate, with a difference of nearly 21.1% compared to the native checkout. In addition, the faster checkout process reduced the average purchase time by 18.7%.
Payment Orchestration Strategy
In addition to the results achieved through improvements from the customers’ perspective, we worked closely with Sidewalk’s e-commerce team to identify opportunities for backend efficiency. We developed a payment orchestration strategy focused on optimizing acquiring fees based on the products in the shopping cart, resulting in a reduction in the average fee for Sidewalk.
Conclusion
The partnership between Sidewalk and Compra Rápida has shown that a well-optimized checkout process can have a profound impact on conversion rates and customer acquisition costs. Following the success of the experiment, new projects are being developed jointly, now incorporating artificial intelligence to bring a fundamental part of the in-store experience to the digital realm. But those are stories for the next chapters...
Heading out? SideWalk.
Buying? Compra Rápida.
