High abandonment rates can be common on eCommerce websites. For this website, checkout abandonment rate was upwards of 85%, beyond industry standards and prime area for optimization.

To better understand reasons for dropoff, a user survey was conducted. A common reason for drop off was due to the total price, unclear subscription details and an intention to come back at another time to purchase.

We drew a few learnings from the survey: 1. Customers may be disincentivized to complete a purchase if the order page lacks clarity 2. Subscription details are minimal throughout the customer flow 3. Though pricing is not an available variable, content and copy can be used to justify the price point

HYPOTHESIS: If integrate the supplementary information about the subscription proccess into the checkout flow, then we will decrease abandoned cart rate.

CONSIDERATIONS: What are the absolute minimum number of fields that we can have on the order summary without impacting the rest of the website structure? How can this design be scaled with new product launches? How do we make discounts clear?

STRATEGY: Add concise value props to inform details about the subscription Leverage UI design to make the information feel native to the checkout page without being overwhelming.

Hypothesis: Driving users in an ingredient specific google campaign to a Q&A adjacent landing page that teaches about the ingredient and upsells the brand at the end of the landing page will increase CVR.

Control: Product Page Variant: Generic Ingredient Landing Page

Variant Page Strategy: Address common questions people have around important ingredients found in the multivitamin through content and UX design, and introduce the product as the solution to how to get this ingredient.

Add to Cart: +35.88% (98% SS)

Converison Rate: +58.01% (98% SS)