Payment Step

This study is part of an optimization strategy focused on this e-commerce company in the retail industry that seeked improving their conversion rates and user experience.

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Introduction

As part of our team's efforts to optimize this company's e-commerce performance, we ran a diagnosis on their website and we found that 37% of users who access the desktop checkout abandon the payment step.

On mobile, this number was even higher, with 44% of users abandoning the payment step. We also noticed that 37.5% of users who abandon payment go to the cart.

The next step was to understand what motivated this user behavior.

Approach

During the channel analysis, I made a list of possible reasons that led users to have such abandonment behavior in the payment step.

To validate these hypotheses, I proposed conducting a survey, via Hotjar, to collect real-time feedback from users who exhibited the behavior mentioned above.

Crucial Insights

We found that the main obstacles for the user during the payment step were:

Order completion errors (bugs and slow page loading) prevent the user from making a purchase (over 42% of users reported bugs, while over 24% reported slowness).
Difficulty understanding how coupons and discounts work and how to enter them (over 32.2% of users).
Difficulty in filling out data in the checkout and viewing other available payment methods (Of the 32.2% of users who needed to change payment details, 48.1% said it wasn't easy to change).

In order to give continuity to the study, all further insights were organized into a CSD Matrix in the format of following AB Tests and studies to run for the client, enriching our backlog:

For more information, contact mirandamoreiraleticia@gmail.com