Our insights team conducted a deep-dive user experience analysis of their tablet app, measuring both top-of-funnel and bottom-of-funnel activities. The analysis revealed that:
- 66% of users exited the weekly ad section after only the second screen.
- 80% of the home screen real estate only accounted for 20% of user interactions.
- 38% of users were experiencing crashes.
- 84% of users exited the app between the cart and checkout.
Even with these challenges, tablet users converted a better percentage of visits into purchases than the retailer’s mobile experience. The mobile experience was converting purchases, but it was losing too many customers along the way.
Our analysts recommended redesigning the mobile experience to enhance the customer’s shopping experience by giving them the option to shop the way they want. Data showed that users of the tablet app shopped differently than other mobile experiences, so our analysts recommended four shopping paths:
A Weekly Ad: A shoppable, interactive ad for those looking for the current week’s sale items.
The Storefront: Easy-to-find categories, occasions, and storytelling to help the users find the product they’re looking for.
Inspiration: A never-ending collection of inspirational images users could browse and even upload on their own.
Explore: A content hub that allows users to engage in content and tap on featured products within the content to add to their shopping cart.
Furthermore, we provided insights to streamline the checkout process. Our analysis revealed that the majority of users dropped out between the cart and checkout. So we provided recommendations to reduce cart abandonment and increase conversions.