Increase User Conversion Rate

Agenda

• Identification of user personas

• Coupon strategies for different user persona
• Measurement of task success
 Problem Statement
May 2022 Sep 2022

1. User Bounce Rate and Cart Abandonment Increased

• The conversion rate of users from PDP has drastically decreases after May 2022
• Cart abandonment has also increased from around 50% to 66%.

2. Conversion (PDP to successful order) rate of users is low

 Investigation
Possible reasons for the high bounce rate and low conversion rate are
• Discontinuation of the free shipping
• Complicated check-out process
• Lack of B2B flavor
 Solutions
1. Buy Now Pay Later
• Many B2B clients prefer credit in payments to
manage their cash cycles

• Boost trust factor

• Offer BNPL options for some minimum order

value

• Please refer to the McKinsey’s report on BNPL

 Solutions
2. BOPIS
• Please refer to the advantages of BOPIS as
shown in the image

• Economical option from implementation point

of view

• Value created by saving the shipping fee. This

can be distributed to sellers and buyers in form
of margins
 Solutions
3. Frictionless coupon application and check-out
• Research shows that complicated checkout
process is the third largest reason of cart
abandonment

• Checkouts can be made smoother by auto-

application/ auto-suggestion of coupons

• Auto-complete as many checkout details as

possible
 Solutions
4. Paid Annual Programme for Various Benefits
• Introduce a paid programme with a bundle of benefits. Such programmes help improve customer retention and repeat
purchases

• The bundle of benefits may include

-> Free shipping for all orders and express delivery
-> Special coupons for members
-> No minimum purchase
-> Special price seasonal campaigns for members
 Solutions
5. eAuctions
• Auctions are an integral part of B2B

• Clients expect best price and vendors expect

dramatic boost in sales

• Auctions also increase the engagement of both

clients and vendors in B2B marketplace

• Run eAuction campaigns