Currently users have to click on the Customize Collection button to change the quantity of items within a collection or change in the shopping cart itself. This is the only functionality currently to change quantity and/or color or material of an item in a collection.

The user data told us that 7% of users that viewed a collection page, added a product to their cart to view the price and then 9% changed some variable before they purchased. These users had been price shopping on the Collections Page, the current design caused a negative impact to conversion rates.

Redesigning the Collections Page to include variable information like quantity, color would save an unnecessary step and provide a more fluid shopping experience.

The system redirects an authenticated users to a sign-in page to re-input their password upon starting the secure checkout process. Users who have trouble authenticating, and/or prefer to check out as a guest can’t do this. In one week over 26k (3%) users whom clicked “Start Secure Checkout” on the cart page were asked to re-authenticate.

Of those asked to re-authenticate, 3% clicked the “Forgot Password” link, and 5% signed out of their session. In the span of one week, 3,824 users were affected by this user experience and that equates to 266,552 missed conversions opportunities annually. After some analysis from user sessions it was determined that removing the session timeout logic would reduce lost conversions of authenticated users.

There is often a price change associated with a size or color change. The previous user experience did not do an adequate job of indicating price per product variant order to reduce negative impact to conversion.

In one week, 3,715 users clicked on a color swatch, then clicked on the price of the item. Of those users, 11% made a purchase (418 users). 3,176 users that performed those steps never made a purchase.

54% of users that clicked on a color swatch and never made a purchase were on mobile, with 42% on desktop (roughly 103k more mobile users than desktop per week).

Adding pricing beneath the swatch options on mobile to show variable pricing for different colors/ and sizes and moving item price closer to the Add to Cart button. Pricing, quantity, Color and ATC functionality should all be in close proximity to on another.

Product detail page indicates that Delivery is available, but did not provide any additional details or delivery pricing. Users would be forced to add products to the cart to view delivery options.

The product detail page says that delivery is available even when the customer cannot get the product delivered to their home, which is misleading, causing cart abandonment rates to increase.

There is no indication of how long shipping and delivery takes on the product detail page, or in the cart. Users have to continue filling out checkout information to view this information.

173,929 people dead clicked on the fulfilment options beneath the “Add to Cart” button on the product detail page in 1 week. 130,429 people dead clicked this element, and never viewed their shopping cart across any session. Only 96,107 people dead clicked this element and viewed their shopping cart. Users having a hard time understanding delivery availability and pricing are going through the majority of the checkout process, and ultimately not converting.

Dead clicks on “Delivery Available” and “Delivery” on the product detail page accounted for 260 lost conversions between checkout and confirm pages in one week.

Users could only change fulfillment options on the cart page. This page did not provide a consolidated view of selected fulfillment options. Additionally, current fulfillment logic on the cart page allowed for products to be added to cart that have various forms of fulfillment like Unavailable instore, Truck Delivery Only.

Users are forced to review fulfilment options for every single item in their cart to ensure consistency, or they are left with numerous fulfillment options upon submitting an order. Both of these are user experiences that will cause frustration and decrease conversion.

In one week, 24% of users who accessed the cart page changed a fulfillment option with only 10% of the people entering the cart that changed a fulfillment option eventually converted. This resulted in over 23,700 dead clicks on the listed fulfillment options.

28% of users who accessed a cart page and did not have to interact with a fulfillment option ended up converting. When this figure is applied to the total number of users visiting the cart page in Segment 1 (1,937,227 people), we can see that due to interaction with the fulfillment selector, we lost 351,343 orders over a one week period.