Mobile
E-commerce
Recovering abandoned purchases by customers in E-commerce
Recovering abandoned purchases by customers in E-commerce
Product Designer・4 weeks of project・2023
Product Designer・4 weeks of project・2023
Introduction
Introduction
Yampi is a B2B2C e-commerce platform where users can create an online store or integrate the checkout into their business. When a customer adds products to the cart but leaves the site without completing the purchase, it results in what is known as an abandoned cart.
Yampi is a B2B2C e-commerce platform where users can create an online store or integrate the checkout into their business. When a customer adds products to the cart but leaves the site without completing the purchase, it results in what is known as an abandoned cart.
People who work in e-commerce reach out to customers who have abandoned their purchases in an effort to recover them, which represents a large part of the revenue generated in e-commerce. In past interviews, we noted that this was a task that required a lot of time and effort from users.
People who work in e-commerce reach out to customers who have abandoned their purchases in an effort to recover them, which represents a large part of the revenue generated in e-commerce. In past interviews, we noted that this was a task that required a lot of time and effort from users.
Activities
Activities
User Research ・ Discovery Process ・ Definition ・ Metrics
User Research ・ Discovery Process ・ Definition ・ Metrics
Objective
Objective
The number of abandoned carts generated in e-commerce can be very high, especially during campaign periods or holidays. It is important for users to be assertive in their attempts to contact and also understand which carts are easier to convert. With this in mind, our main objective was:
The number of abandoned carts generated in e-commerce can be very high, especially during campaign periods or holidays. It is important for users to be assertive in their attempts to contact and also understand which carts are easier to convert. With this in mind, our main objective was:
Facilitating contact between users and customers who abandoned their carts.
Facilitating contact between users and customers who abandoned their carts.
RESEARCH
RESEARCH
Understanding the market
Understanding the market
Abandoned carts are not a specific problem for Yampi; it is something that affects all e-commerce businesses. Many studies have been conducted to understand the behavior of people who shop online.
Abandoned carts are not a specific problem for Yampi; it is something that affects all e-commerce businesses. Many studies have been conducted to understand the behavior of people who shop online.
Therefore, we decided to begin our discovery phase by looking for common issues when it comes to abandoned carts, as our users may encounter while reaching out to their customers.
Therefore, we decided to begin our discovery phase by looking for common issues when it comes to abandoned carts, as our users may encounter while reaching out to their customers.
We discovered some common reasons why customers abandon their purchases that occur in practically every e-commerce site. Some of them are:
We discovered some common reasons why customers abandon their purchases that occur in practically every e-commerce site. Some of them are:
High shipping costs are one of the main reasons for cart abandonment.
Users would like to pay in a way that has not been offered.
Talking to the users
Talking to the users
After gathering some information about the e-commerce market, we felt the need to understand from our users how the attempt to contact customers is.
After gathering some information about the e-commerce market, we felt the need to understand from our users how the attempt to contact customers is.
To achieve this, we prepared a survey with some questions aimed at understanding how contact with customers is and also to get feedback on the overall experience of users with the abandoned cart section in the app.
To achieve this, we prepared a survey with some questions aimed at understanding how contact with customers is and also to get feedback on the overall experience of users with the abandoned cart section in the app.
We had a total of 878 responses, and the insights were separated into 3 columns: possible opportunities, pains/problems, and explorations, which are insights that would still need more study. Some important insights we had were:
We had a total of 878 responses, and the insights were separated into 3 columns: possible opportunities, pains/problems, and explorations, which are insights that would still need more study. Some important insights we had were:
Knowing the reason for abandonment is important to send better messages.
Abandoned carts before the personal information stage are hard to convert.
Contacting the customer right after abandonment increases the chances of recovery
Users do not know which carts have already had contact attempts.
DEFINITION
DEFINITION
Creating opportunities
Creating opportunities
Based on the insights we gained during our discovery process, we held several sessions with stakeholders to discuss possible solutions to the problems we identified. After that, the opportunities were prioritized considering effort vs impact and added to the backlog.
Based on the insights we gained during our discovery process, we held several sessions with stakeholders to discuss possible solutions to the problems we identified. After that, the opportunities were prioritized considering effort vs impact and added to the backlog.
SOLUTION
SOLUTION
Abandoned in ...
Abandoned in ...
One of the main pain points for users was understanding why they abandoned their cart. To address this, we added a new section on the details page called "Abandoned at," which shows at what stage of the checkout process the customer abandoned their purchase.
One of the main pain points for users was understanding why they abandoned their cart. To address this, we added a new section on the details page called "Abandoned at," which shows at what stage of the checkout process the customer abandoned their purchase.
Personalized notifications
Personalized notifications
Acting quickly when a customer abandons their purchase is very important to increase the chances of recovering a cart. At the same time, we need to avoid overwhelming users with notifications.
Acting quickly when a customer abandons their purchase is very important to increase the chances of recovering a cart. At the same time, we need to avoid overwhelming users with notifications.
In addition to sending notifications at the exact moment the cart is abandoned, we have added the option for the user to receive periodic notifications informing how many carts have been abandoned within the selected period.
In addition to sending notifications at the exact moment the cart is abandoned, we have added the option for the user to receive periodic notifications informing how many carts have been abandoned within the selected period.
Other changes
Other changes
We added a section called 'Recovery Attempts' that shows users which customers have already been contacted. Another change was to only list the carts for which the customer provided personal information, as without the customers' personal data, users were unable to contact them.
We added a section called 'Recovery Attempts' that shows users which customers have already been contacted. Another change was to only list the carts for which the customer provided personal information, as without the customers' personal data, users were unable to contact them.
IMPACT
IMPACT
Result for the company
Result for the company
The new features and changes to the product were released in phases, during which we monitored user usage and tracked the metrics. After some time with the functionalities live, we achieved the following numbers:
The new features and changes to the product were released in phases, during which we monitored user usage and tracked the metrics. After some time with the functionalities live, we achieved the following numbers:
+ $20,000,000.00
+ $20,000,000.00
In abandoned carts converted into paid orders.
Product metrics
Product metrics
+ 256% usage
Users have started to see more of the abandoned cart section in the app.
More active notifications
Users have started using cart notifications more instead of leaving them off.