We analyzed the following user experiences broken down by device (desktop vs mobile) and by step completion (step conversion vs drop-off):
1. Product List Viewed to Product Viewed – covers experience from starting shopping experience to shopping intent
2. Article Viewed to Product Added – covers browsing experience to purchase intent
3. Product Viewed to Order Completed – covers experience from shopping intent to
Below is an example of a Product Viewed to Order Completed customer journey on mobile for users who converted. The actual paths were complex and varied significantly so we had to consolidate into the main pathways.
After going through a thorough process of qualitative and quantitative analyses, we generated 13 high priority improvements or tests.
Below are examples of our recommendations specifically for improving mobile add to carts conversion rates.
Problem Statement: There is no estimated shipping time from order time on product pages which can prohibit users from placing an order.
Solution: Add a shipment time estimation right below the “Add to Bag” button to increase urgency.
Goal: Increase “Add to Bag” button clicks
Problem: Once a user adds a product to their bag they have to visit the cart page or click another button to go to checkout, which is an extra step in the funnel that can be shortened.
Solution: Add a “Buy Now” button besides the “Add to bag”.
Goal: Increase Conversion Rate
At the time of writing, our quick-win CRO tactics have delivered a ~12% increase in conversion rate, which translates into a 1.57% increase in revenue quarter over quarter.
If you’re looking for a proven CRO partner for your eCommerce brand, schedule a call with our team to discover how we can help you stop wasting traffic and start converting more visitors into buyers.