ReadingGlasses.com, the world’s largest designer reading glasses store, is known worldwide for its extensive selection of designer collections and award-winning customer service. Trinity worked with the brand to increase the efficiency of the user experience, while focusing on making the browse/section process easier with less friction.
Simpler is almost always better–so we hypothesized that we could eliminate the city and state fields on the checkout form to simplify checkout for Reading Glasses’ customers. We built a function that utilized the Postal Service API to look up the city and state when users entered the zip code.
Reading Glasses had also noticed that they had a number of orders cancelled on a regular basis because the user had not changed the default state selection from Alabama, impacting the accuracy of the shipping address.
This test aimed to increase the correctness of information entered by the user as well as simplify the process. Occasionally more than one town are assigned the same zip code, so users were permitted to choose the suggested city and state or select “other”. If “other” was selected, the city and state fields would be shown.