After a thorough analysis of the metrics, we identified that sales were lower than expected due to a high dropout rate.
This means that the majority of users who add products to the shopping cart do not complete the purchase process.
The Wabi2U team decided to analyze in more detail what was happening.
Google Analytics allowed us to analyze in-depth the visits to our platform, providing us with data such as the number of visits, bounce rate, exit rate, click-through rate, and form field attractiveness rate.
Among our findings, we detected that:
Obligation to create an account or register personal information before see products o use the platform.
Difficulties in navigation, as many users struggled to find the products they were looking for.
Complicated checkout process or lack of desired payment options.
The team raised a series of hypotheses:
If we shorten the registration form removing unncesary inputs or implementing Social Login, we will increase the Registration Rate.
If we separate the services into different tabs, we will improve Navigation, we will reduce the search time.
If we redesign the checkout process and reduce the cognitive load, the user will not feel confused and we will increase the Dropout Rate.
If we implement a Guest Checkout option, the conversion rate of the new user will increase because it will reduce the registration commitment and simplify the purchasing process.
This tracking was carried out over a short-term period of 30 days, as it allowed us to quickly measure the results and make strategic adjustments.
After implementing the changes, we observed the following:
The registration rate has increased from 20% to 35%, indicating that more users have registered on the platform.
The bounce rate has decreased from 45% to 35%, showing that fewer users are leaving the site without interacting.
The conversion rate of new users has increased 2.7%, reflecting an improvement in the number of new users completing a purchase.
Next Steps to improve our metrics:
Implement discount Vouchers.
Include discounts for invite friends to use the platform.
This will allow us to increase sales and number of users.