Improvement to eCommerce Shopping Basket

Sector: Retail, Online Shopping

The Challenge: An eCommerce company wanted to improve conversion rates as users were abandoning their shopping journey for unclear reasons. A/B testing was conducted to optimize the checkout process, and create a smoother, more user-friendly experience.

My Role: Website Delivery & CRO Manager

Achievements:

  • A/B testing and checkout optimizations led to a 3% increase in conversions, reducing drop-offs and improving revenue.

  • Enhancements resulted in a 96% uplift in basket performance, ensuring more users progressed through the shopping journey.

  • Streamlined the checkout process, making it more intuitive and user-friendly, leading to higher customer satisfaction and reduced abandonment rates.

Analyzed User Behavior & Drop-Off Points – In collaboration with the data analyst, heatmaps, session recordings, and GA funnel tracking to pinpoint where users were abandoning their baskets. The data revealed that users had to scroll down to see the CTA button to add products to their basket, causing friction in the journey and leading to drop-offs.

Tested & Optimized CTAs – a few designs ideas were explored for the CTA button to ensure it was more visible and accessible. Through iterative design reviews and wireframing, we identified key areas where users expected to find the button without extra effort. The conclusion led to testing two variations of sticky buttons—one at the top of the screen and another fixed at the bottom—to provide a seamless and intuitive checkout experience.

Implemented Winning Variations & Measured Impact – After analyzing A/B test results, we rolled out the most effective design and functionality changes, ensuring a more intuitive and pain free checkout process.