Revamping our cart experience to boost sales and save customers’ time
2023 • 4 Months • Responsive • Lead Designer
Hashtag-You is a Berlin-based startup specializing in building social media brands that sell home and decor products. Currently, we have three brands: AVA & MAY, FAYNT, and CLUB NOE. Each of these brands targets its own market and has a unique touch that sets it apart.
💶 Conversion Rate increased by 10%
〰️
🛒 Reduced Cart Drop-Off Rate by 8%.
〰️
⏱️ Saved customer's time by 6%
〰️
💶 Conversion Rate increased by 10% 〰️ 🛒 Reduced Cart Drop-Off Rate by 8%. 〰️ ⏱️ Saved customer's time by 6% 〰️
Background
A huge spike in the checkout abandonment rate
In September 2023, we noticed a significant increase in the checkout abandonment rate through Google Analytics. This was an alarming situation as it exceeded our acceptable threshold. The cart abandonment rate increased, which was quite shocking and had a negative impact on our sales and revenue.
Problem
Customers are getting shocked when they found out the total price of their order
We used Zenloop survey in the checkout pages and discovered some fascinating insights from the responses. The top 2 feedback from customers were about unclear free shipping information and confusing cart page.
I also used Hotjar to spot trends and see how our customers are handling our checkout process. After going through over 50+ session recordings & heatmaps, we discovered one pattern which is 90% of our customers keep testing different discount codes and going back to the push-cart to edit their cart to get the best deal.
Objective
Create a secure, intuitive, and transparent shopping cart experience, ensuring customers can navigate easily and confidently.
Success Metrics
Drop-off Rate
Checkout Completion Time
Conversion Rate
Solution
We need a cart redesign where customers can quickly see & edit what's in their cart before they pay
After multiple rounds of feedback and design reviews, I finally completed the UI designs for the new push cart. We believe the new UI effectively addresses our users' needs. The updated cart provides clearer information about the free shipping threshold, easier promo code application, and better cart visualization.
Learnings & Outcomes
We shipped the new cart design and it's currently live on the site.
Here are some learnings that I got from doing this project.
Analyzing recordings is a great way to understand behaviours and identify pain points .
Doing more wireframing before rolling out new features can help find and fix problems upfront.
Communicate early and often if there's an issue or blocker to the team.
💶 Conversion Rate increased by 10%
〰️
🛒 Reduced Cart Drop-Off Rate by 8%.
〰️
⏱️ Saved customer's time by 6%
〰️
💶 Conversion Rate increased by 10% 〰️ 🛒 Reduced Cart Drop-Off Rate by 8%. 〰️ ⏱️ Saved customer's time by 6% 〰️
Curious to see more details about this project or chat about your next big idea?
Drop me an email at davidnurak@gmail.com. Let’s make something awesome together!
or checkout this design-as-a-subscription service that I created called Featherly Studio and get a chance to collaborate with me as your design partner.