Arke

Big Box Retailer

Reducing customer friction increases omni-channel conversion opportunities.

Software onboarding leads to huge savings for retailer

Arke leveraged customer data gathered from session captures to help uncover insights that saved millions in revenue and increased conversions to the Big Box Retailers ecommerce experience.

Goals
Services
Technologies
  • Reduce customer friction, increase conversions, and accelerate revenue
  • Increase adoption on their mobile experience
  • Build an Internal Practice that helps train and enable a large number of users to use software

“Our UX/UI processes has enabled us to build rock-solid business cases for optimization. Our clients clearly see value of conversion optimizations by eliminating customer friction.” Eric Stoll, CEO, Arke

Our Approach

Arke’s UX and Strategy Leadership team was charged with clearly showing potential conversions loss through our optimization tools and provide actionable recommendations to help counteract these losses.

Arke used a 3 Pillar approach: Insights and Optimization, Practice Building and Enablement and Responsive Services.

By focusing on the shopping cart first, ROI accelerated.

Arke led our Big Box Retailer through the optimization tool onboarding process to help clarify results of user friction and to make recommendations to help increase conversion rates. Many of these friction points became clear through the user data capture sessions and led to Arke insights and optimization recommendations across their highest-valued pages – the shopping cart.

Key areas of optimization

  • Enhance mobile usability of “Customer Generated Images” in Ratings & Reviews module
  • Reduce authenticated user friction in the “Secure Checkout” process
  • Make variable pricing more transparent and usable
  • Streamline large search results to include product stock/availability data
  • Add Fulfillment Options to product detail page
  • Surface delivery options, timelines, pricing to the product detail page

Arke’s recommendations aligned closely with the overall business goals of reducing friction with page content, optimizing conversion opportunities, and enhancing the overall customer experience across the site.

Redesigning the Collections Page to include variable information; quantity, color, etc. will provide a more fluid shopping experience.

Customize Collections Page UX

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.

Enhance usability of “Customer Generated Images” in Ratings & Reviews module

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 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%ultimately 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).

By adding pricing beneath the swatch options on mobile to show variable pricing for different colors/sizes and moving item price closer to the Add to Cart button would positively impact conversion. Pricing, quantity, color and ATC functionality should all be in close proximity to one another.

Reduce friction in the “secure checkout” process to promote more consistent checkout conversions

Reduce friction in the “Secure Checkout” process

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.

Make variable pricing more transparent and usable in promotions

Make variable pricing more transparent and usable in promotions

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.

Dead clicks on “Delivery Available” and “Delivery” on the product detail page accounted for 260 lost conversions

Surface delivery options, timelines, pricing to the product detail page

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.

Streamline search results to include product stock/availability data

Search product suggestions did not include stock/availability information, This made users have to access individual product detail pages to get this information. For customers ready to purchase, this experience causes drop-off throughout the funnel, and decreased conversion rates.

Additionally, the current logic for search mechanism is not filtering variations in product sizes. As there is no pricing, or sizing associated with the product suggestions, there is no way to differentiate products in these instances.

Data shows that 8% of users who interact with a suggested product during a search ultimately end up converting, whether they purchased the suggested product, or another product on the website.

In one week, roughly 3.6M users interacted with the search tool. That means 700K users per week utilized a search journey to shop an individual product versus a typical product listing journey.

We included pricing, ratings and reviews score, and fulfillment information but do not display out of stock items in the suggested product list.

Add fulfillment options to product detail page and consolidated options in cart

Add Fulfillment Options to Product Detail Page and Consolidated Options in Cart

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.

Arke has become a trusted client partner and close confidant for CX.

Arke is being utilized earlier for creating new features and customer experiences

Arke Client Partner

Analysis of customer behavior data, we've provided approaches saving the customer millions annually

Arke Customer Dashboard

Arke and FullStory have become ingrained in development, support, and engineering lifecycles

Arke Client Partner

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