Case Study: Forgotten Favourites
Task:
How might we introduce interstitials in to the app to increase average order value?
We currently do not show customers “Forgotten favourites” in the app. We are missing an opportunity to increase AOV.
Activities:
Review the current checkout experience in app.
Consider how this feature could work as the checkout is a web view
Design navigation structure / UX for Forgotten favourites
Set up A/B testing before releasing feature to 100% of users
Regular Customer verbatim regarding forgotten items. We know that forgotten favourites increase basket adds per order, and increases AOV.
The idea is that once a customer taps checkout, they are presented with overlay with their forgotten favourites. However, the checkout is a web view, how is best to illustrate to a customer that they have not navigated away from their desired journey?
The overlay appears directly on top of the checkout, does the user know they have taken a step forward in the checkout process? Should the user be taken to the checkout first?
Next steps
Conditions for Forgotten Favourites to be introduced;
Time-on-app or browsed products to be considered in order to avoid showing it to customers who aren’t actually shopping just reserving a slot.
A/B testing plan
Customers add 1-2 items to their order
More likely to be used when amending an order
On avg. per week, 41% of customers add to basket from forgotten favourites when amending vs. 31% when placing an order
More likely to be used during checkout on the iOS app than on mobile web - 33% add when amending on mobile web