How address autocomplete helped Fabletics improve checkout page optimization

Fabletics understands that today’s potential customers are used to very quick checkouts and not having to type in their full address including city, state, & ZIP Code. About 80% of Fabletics customers shop on mobile devices, making a smooth checkout flow crucial to their business.

However, the apparel company was seeing higher checkout abandonment and shopping cart abandonment rates at the shipping options step than ideal.

The goal was to remove as many obstacles—such as entering the shipping address—from the complicated eCommerce checkout process as possible, making it faster and more convenient for potential shoppers to purchase products online. Fabletics also wanted to reduce extra costs and increase the accuracy of addresses by preventing typos and errors in the entered addresses, especially when shipping to international countries where Fabletics didn’t have address validation implemented.

In order to reduce friction on web checkout form fields, Fabletics decided to implement address autocomplete. Fabletics considered many address validation providers including Loqate, Melissa, and Experian, but appreciated how easy it was to get started with Smarty’s free trial and the ease of support. For Fabletics, Smarty’s address validation and autocomplete worked well out of the box with only a little data finessing.

"Any time our engineers reached out to the support chat at Smarty, they were super responsive and helpful," said Kathy, Senior Product Manager at Fabletics. Another reason for the move to Smarty was that Fabletics had been using several different address data services in different countries and wanted to consolidate to one tool that offered both address validation and address autocomplete.

Fabletics also appreciated the all-in-one aspect of Smarty’s tools. Smarty supports all countries and offers an unlimited autocomplete package.

At this time, Fabletics has implemented address autocomplete on their web checkout process, but Fabletics plans to add the service to the My Account page and VIP mobile app.