We reduced cart abandonment rate with “social value” content in cart.
The Problem
The cart abandonment rate for our client’s e-commerce site was high.
The Audit
We first looked at Adobe Analytics data and found that a lot of users left the cart page and went back to the product pages, which suggests that users were not convinced that they should buy the products in their cart and were still deciding whether to do so.
We launched an in-page survey to validate our hypothesis. The survey results suggested that some users eliminated items from their cart because they were still undecided, and others felt that the prices were too high.
The audit suggests the shopping experience was not able to effectively communicate value for users even at the later stage of the funnel.
The Solution
We considered multiple solutions that could increase the perceived value of the product, including highlighting product ratings and comments, providing more streamlined product detail information, and adding images on how other uses have enjoyed the product. We conducted a quantitative user study to compare all the options and found that images on how other uses have enjoyed the product increased perceived product value the most.
The Result
Lastly, we conducted an A/B test and found that adding such images reduced the cart abandonment rate by 26% compared to the original design.