Increased Conversions for Ecommerce Retailer
Market: ecommerce
Problem Space: customer value experience
Problem: a seemingly high churn rate from product detail pages for a large, ecommerce retailer was identified as a potential problem area for customers entering the shopping funnel. The problem was exacerbated by an inability to display personalized digital offers and coupons on the page due to a poor service implementation. Through further qualitative user research, we developed a hypothesis that customers were likely dropping out of the shopping funnel prior to adding products to their cart because:
Most customers stated that they would not shop without having at least one offer available for at least one item within their transaction
Customers tend to feel that personalized offers are more valuable than non-personalized offers and that personalized offers are more likely to represent the best possible value currently available to them for a particular item
After further review of the page’s UI, we felt that the product detail page did not properly communicate to the customer:
A call to action for offers and coupons available for a particular product
How to add a particular offer or coupon to your account (clipping the coupon)
The coupon clipping action was buried in an overlay that the user had to click into first before they could “clip” the offer to their account which also had the added negative effect of putting the clip action in a separate experience from the “add to cart” button
Feed to the customer that an offer was available for them to use once they had completed clipping the coupon
Solution: First, we made the clipping action available for the customer within the product detail page (instead of requiring the customer to first click into the overlay pop-up). We then updated the unclipped and clipped states of the button to provide feedback to the customer when they had successfully added the coupon to their account as well as better communicating any product quantity requirements to the UI so customers better understood how to take advantage of the value available to them.
We separated the clippable coupons and unclippable offers into two different sections, to make it clear to the customer what value they needed to take action on in order to use, versus what would automatically apply to their transaction (assuming any product quantity or other requirements for using the offer were met). Additionally, we added UI to communicate when offers were stackable (when they could be used together within the same transaction) and when they were not.
Finally, we rearchitected the service implementation so both personalized and non-personalized offers were returned to the page with one call to an API (instead of the multiple calls made previously in a misguided attempt to cut down on the payload returned by a single API - after further functional testing, the decreased cost of using multiple calls turned out to be inconsequential to customers’ perception of load times).
The new product detail page experience resulted in a 106% increase in customer clips over a 3-week period when compared with the original experience during the same time frame.