Shopify UXR Intern Fall 2018 Application

Analysis on Decreased Conversion Rate in Ecommerce App



  • Ecommerce app: Amazon
  • Definition for low conversion rate: the percentage of website visitors who complete a purchase on the site has dropped to 1% in the past month.
  • Introduction: for ecommerce site, two actions are critical in measuring conversion rate: adding items to a shopping cart and completing a purchase transaction. Therefore, it will be important to look at these two factors as a starting point for investigation.

Step 1

Locate the pain points where conversion has dropped by reviewing web analytics and compare the bounce rate of each conversion funnel (i.e. search for products, add to cart, proceed to payment) to identify where the discrepancy occurred

Hypothesis 1: the bounce rate between total session and session with product page view has increased significantly => if true, improve usability and design for home and product page

  • Potential problem: poor navigation, poor filtering and sorting, poor search, poor product display and descriptions
  • Validate hypothesis by UX research method
    • Card sorting => this method reveals user’s hierarchy of information and provide insights for how best to improve the site information architecture
    • Talk-out-loud studies => this method reveals user’s thoughts and feelings in each step of the process and provide insights for point of confusion or frustration
  • Potential solution: improve page usability, simplify information architecture, increase navigation clarity

Hypothesis 2: the bounce rate between session with product page view and session with add-to-cart has increased significantly => if true, improve usability and design for the product page

  • Potential problem: call to action is unclear, lack of social proof, lack of consumer trust
  • Validate hypothesis by UX research method
    • Usability testing => this method reveals users' feelings and thoughts when they perform a task, which is very suitable in this case because it provides great user insights when consumers attempt to complete the task of adding desired items in the shopping cart
    • User interview => this method prompts users to share their in-depth thoughts, feelings, and past behaviour in an interview, which allows greater investigation into consumer’s frustration, concern, and specifically examine our initial hypothesis (e.g. low conversion due to lack of social proof?)
  • Potential solution: improve page usability and increase user trust by adding customer review

Hypothesis 3: the bounce rate between session with add-to-cart and session with transaction has increased significantly => if true, improve usability and design for the transaction page

  • Potential problem: check out is too complicated, check out process is too lengthy, the “one-click purchase” function is not being used frequently
  • Validate hypothesis by UX research method
    • Usability testing => this method is suitable because it reveals the user experience completing one specific task that goes through step by step procedure, which provides valuable insights for any user concerns or issues during the check out process. Special attention should be paid to investigate whether people are using the “one-click purchase” function during their check out process.
    • Monitor customer support log and feedback => this method is helpful because consumer feedback will reveal any technical or procedural complaints that can help us effectively identify usability issues
  • Potential solution: add progress bar to increase clarity, declutter the check out page, emphasize the visual importance of the “one-click purchase”, remind people the item they are purchasing with visualization

Step 2 

Synthesize the research finding through Jobs-to-be-done combines with user journey map

  • Why user journey map? In the case of ecommerce, consumer is being guided on a specific process (from add-to-cart to transaction) to complete the purchasing task, therefore a journey map can effectively demonstrate user expectations, pain points, needs, and opportunity space at each stage of the purchasing journey. A user journey map can also effectively embed both both quantitative and qualitative data to further demonstrate the user behavioural insights.
    • Why jobs-to-be-done map? Jobs-to-be-done method can effectively examine users' situational motivations. It is useful for examining what pushes people toward using a new product or service, and what holds them back. Therefore, this method can outline the anxiety, motivation and emotional triggers that influence consumer’s behaviour to get a task done.

Step 3

Communicate research insights to the team

  • Potential stakeholders in the team: PM, senior executives, engineers, designers, marketing & sales.
  • Present actionable insight nuggets to the team with visualization.
  • Improve stakeholders buy-in by involving them in the research sessions and presenting measurable outcome that will impact the product development and business goal.

Note: decreased conversion rate may occur due to many reasons related to sales strategy, pricing strategy, and marketing, which are not discussed in depth in the scope of this assignment.