Website Conversion

NutriVitae Wellness is a retail company that specializes in selling health and nutrition products such as vitamins, supplements, energy products, sports nutrition, and related items through its website and in-store. 

Recently, it has been observed that a growing number of customers who visit the website place items in their carts but do not complete the purchase. This trend of cart abandonment has caused the company to lose over 75% of potential sales.

Our research aimed to dissect the complex reasons behind cart abandonment by:

• Identifying specific barriers preventing customers from completing purchases.

• Uncovering any usability and navigational issues within the NutriVitae Wellness website.

• Gaining insights into expectations and experiences during the shopping journey.

Recruitment: We employed a sophisticated sampling strategy, combining stratified and purposive sampling methods, to recruit a diverse group of participants. We focused on specific user segments, such as frequent online shoppers and recent cart abandoners, through targeted email campaigns, on-site pop-up invitations following cart abandonment, and direct outreach in NutriVitae Wellness stores.

User Interviews: We conducted in-depth, one-on-one interviews with a diverse group of participants, including frequent online shoppers, first-time visitors, and those who traditionally prefer in-store purchases. Interviews can provide more insight, are flexible, and provide privacy.

Personas: To investigate this issue, we analyzed our customer demographics and developed four personas representing our most populous customer segments: young adults, middle-aged adults, and seniors. The User Segmentation chart in the visualizations section below shows the breakdown of these customer groups.

Our interviews found several common Reasons for Abandonment during Checkout, as depicted in the bar chart in the visualizations section below. One of the most prevalent reasons was hidden shipping costs discovered during checkout. The Storyboard shows Fatima, a persona who mirrors one of our middle-aged customers. After her doctor recommended supplements for her child, Fatima chose to purchase them from our website. However, she was taken aback by unexpected shipping fees at checkout. We propose enhancing our website to offer a low-cost membership model that includes free shipping benefits to address this. This adjustment not only presents Fatima with pleasant savings surprises at checkout but also improves the likelihood of her completing the purchase and fostering long-term loyalty to our brand.

Acknowledgments

We would like to thank Jim Schwoebel for his exceptional support in generating synthetic interview responses using DataBoard, which was pivotal in our analysis and understanding of customer behaviors.