Case Study: Forgotten Favourites
Outcome: Increase average order value by 2%
Task:
How might we introduce interstitials in to the app?
Business Problem: We currently do not show customers “Forgotten favourites” in the app. We are missing an opportunity to increase AOV.
Customer problem: Customers are informing us they are regularly forgetting to add items to their basket
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
Customer verbatim and current web data
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