1
2
3
4
5
6
It's essential to recognize the diverse spectrum of customer intent regarding product purchases. This spectrum can range from low intent, such as a customer casually viewing a product in a carousel, to medium intent, where a customer adds a product to their favorites, and finally to high intent, where a customer proceeds to the checkout process.
However, a significant volume of products are added to shopping carts but do not result in completed purchases. This phenomenon suggests that there is a more granular level of customer intent that is not currently being fully captured or understood. For example, items saved in the cart but not checked out may indicate various levels of interest and intent that fall between casual browsing and committed purchasing.
Understanding and mapping this nuanced spectrum of intent is crucial for retailers. By analyzing the different stages of customer interaction with products, from initial interest to final purchase, we can identify patterns and optimize the shopping experience. This might involve implementing targeted interventions, such as personalized follow-up communications, enhanced cart reminders, or offering incentives to convert these higher-intent cart additions into actual sales.
In conclusion, recognizing and addressing the granularity of customer intent can significantly enhance conversion rates and overall customer satisfaction. As product designers, our goal should be to create an intuitive and responsive shopping environment that caters to these varying levels of intent, ultimately driving more efficient and effective retail strategies.
GOAL
Improve the entire checkout experience across mobile and web
Increase the Checkout Rate
Increase the Total Value in Shopping Bag
Improve the Cart Abandon Rate
Increase the Brand visit rate after checkout
HYPOTHESES
Retailers are leaving merchandise in open carts because:
Cart is used as a collection mechanism for things to buy later.
There is friction in the checkout flow to navigate and get to minimums required to check out.
There is confusion on how to check out only certain makers.
PROPOSAL
Save For Later captures the high intent while freeing up retailers to check out the subset of makers that meet their purchasing requirements.
We also considered the granularity of Save for Later, which could be for the Cart level, Maker level, or Product level. For now, the Maker level makes the most sense for our retailer use cases. Improve overall user experience and restructure the information
Improve first-time checkout experience
MEASUREMENTS
Frequency and propensity of checkout
Frequency and propensity of Saving Later
Total revenue over time
-