Despite Macrolibrarsi’s robust online presence and extensive product catalog, the average order value (AOV) remained persistently below industry standards. Analysis revealed a disconnect between customer engagement and purchasing behavior, indicating missed opportunities to capitalize on the platform’s full potential.
💡Solution
We aimed to increase the AOV by exposing customers to complementary products during their shopping journey.
👩 Role
UI/UX Designer
- Setup experiment
- Visual and interaction design
- Development collaboration
🤝Stakeholders
- Business owner
- Managers
- Department chief
📚 Key issues
- Limited Product Visibility: The platform’s focus on direct product purchases neglected to highlight complementary or related items, hindering customers’ awareness of additional options.
- Lack of Personalization: Without personalized recommendations based on browsing history and preferences, customers navigated the catalog independently, often overlooking relevant products.
- Ineffective Confirmation Process: The standard confirmation message upon adding items to the cart lacked context, potentially leading to uncertainty and hesitancy in completing purchases.
🚀 Implementation
We initiated an A/B test where 50% of users, randomly selected, encountered a pop-up confirming the addition of a product to their cart upon selection. Below this confirmation message, leveraging AI technology, we introduced a curated selection of upsell and cross-sell products.
The confirmation message adheres to UX best practices, providing customers with unequivocal feedback regarding their cart activity. Beneath this, carousels were strategically configured using browsing history and complementary product data to personalize recommendations, even for non-logged-in users. By showcasing related items such as “pasta” alongside a “sauce” selection, we enhanced the customer journey and subtly encouraged higher-value purchases.
While this strategy is commonplace in ecommerce, its successful implementation required meticulous attention to detail. Although suggesting additional products increases the likelihood of multiple items being added to the cart, it also introduces an extra step in the checkout process, potentially leading to cart abandonment. However, our implementation was carefully optimized to mitigate this risk, resulting in no significant increase in cart abandonment rates.
💡 Outcome
The introduction of targeted product suggestions led to a remarkable 37% increase in AOV among users exposed to the enhanced shopping experience. These findings underscore the importance of thoughtful UX design in driving meaningful business outcomes.
🎉 Conclusion
By seamlessly integrating complementary product recommendations into the shopping journey, we successfully addressed Macrolibrarsi’s challenge of low AOV. This case study exemplifies the power of UX-driven strategies in optimizing key metrics and enhancing the overall customer experience.