Mobile ・ E-commerce
My goal
We asked users: "In your operation, which task consumes most of your time?". Recovering abandoned carts was the second most mentioned, with 22% of the responses.
With that, we decided to start an exploration with the question: How could we help users get in touch with their customers to recover abandoned carts?
Discovery process
Desk Research
We seek to understand the main reasons why customers abandon their purchases from a general perspective. We noticed that a large part of the abandonments occur in two stages of the checkout:
High shipping costs are one of the main causes of abandonment.
Users would like to pay in a way that was not offered.
How do they contact their customers?
We sent a quantitative survey to understand how users get in touch with customers. It brought us important information, such as:
Customer contact information is essential for users.
Users would like to know the reason for the abandonment.
Users want to be notified when there are new carts.
Discussion of the results
How might we?
We met with the stakeholders to discuss the collected data and brainstorm opportunities in the form of How Might We.
How can we show the user at which stage of the purchase process their customer abandoned the website?
This will help the user to include more context-specific drop-off messages.
How can we display abandoned carts that are more relevant to users?
The user will better utilize their time in carts that are more likely to convert.
The solution
Abandoned in
To help our users when contacting their customers, we added a new section called "Abandoned on".
It shows at which stage of the checkout the purchase was abandoned, which helps the user understand the best approach to talk to their customers.
UI Design
Impact
Metrics
After we launched the new feature, we monitored the metrics for 1 month and the results were very positive. We reached the following numbers:
US$ 20 million
Approximately in converted abandoned carts.
+256%
Increase in abandoned cart page views.
Next steps
New explorations
This study has given us many learnings and raised new opportunities that were added to the backlog, explored, and added to the product at another time.