Scotch & Soda
Conversion Rate Optimization (CRO)
User Experience Design (UX)
2019-2022
During my time at Scotch & Soda, I was tasked with enhancing the e-commerce experience by addressing a significant challenge: shopping cart abandonment. Despite a strong brand presence, I noticed that many users were hesitating at the final step of their purchase, leaving potential revenue untapped. I set out to uncover and activate this hidden potential through a strategic, data-driven approach.
I observed that a substantial number of users were abandoning their shopping carts before completing their transactions. The challenge was to reduce this abandonment rate by creating a sense of urgency without compromising the overall user experience or the brand’s values.
Drawing on Robert Cialdini’s scarcity principle, I hypothesized that introducing a time-sensitive element to the checkout process could motivate users to finalize their purchases. Here’s how I approached the project:
User Research & Data Analysis:
I conducted in-depth analyses of user behavior to pinpoint where the drop-offs occurred. This helped me identify the shopping cart as a critical touchpoint ripe for optimization.
Design & Prototyping:
I designed a dynamic, unobtrusive banner for the shopping cart page. The banner communicated a limited time offer, subtly encouraging users to complete their purchase before the opportunity expired.
A/B Testing:
I implemented an A/B test to compare the performance of the new design against the original experience. The test was executed across both mobile and desktop platforms to ensure a consistent experience for all users.
Metrics & Monitoring:
Throughout the test, I closely monitored key performance indicators, such as the number of users progressing to the login page, overall conversion rates, and completed transactions.
Showing a scarcity banner
the conversion
A user feels the time limit to finish the online purchase and avoid losing the item.
Mobile / Desktop
Time limits are a great way to increase the sense of urgency on a purchase for customers. This is a tactic used by many online stores, such as Amazon.com. This tactic can be seen as an advantage or disadvantage based on how it is implemented.
I believed that by displaying a scarcity banner highlighting a time-limited offer:
Results & Impact
The test, which reached over 150,000 users, yielded promising results. I observed a 1.44% improvement in the primary conversion metric. While the percentage might appear modest, this uplift translated into an additional €600,000 in gross revenue per year. This outcome validated my hypothesis and underscored the importance of aligning UX design with business objectives.
Conclusion
This project was a powerful reminder of how minor, well-strategized tweaks in the user journey can have a significant impact on business performance. My work at Scotch & Soda reinforced my belief in the effectiveness of combining data-driven insights with creative UX solutions. By continuously experimenting and optimizing the user experience, I was able to drive tangible results that not only enhanced the customer journey but also delivered substantial revenue growth.
