Enhancing Conversion Rates at Luminique Obsidian

Looking into customer behavior to reduce online cart abandonment

Luminique Obsidian is a popular online jewelry store, featuring rings, necklaces, bracelets, and earrings in gold, silver, and platinum. Their collection spans elegant, sophisticated, and casual wear pieces, catering to diverse style preferences. The brand's mission is to empower customers to feel comfortable in their own style, offering jewelry that elevates everyday fashion and complements special occasions.

They are experiencing a high rate of customers adding items to their shopping carts but not completing their purchase. This discrepancy raises concerns about the overall conversion rate and the potential revenue loss.

Opportunities and Challenges

Opportunities

Gathering User Feedback: Collecting feedback from cart-abandoning customers not only provides valuable insights but also fosters a sense of customer involvement and value.
Market Alignment: Optimizing product collections to meet market demand and refining pricing to match customer expectations.
A/B Testing and User Experience: Evaluating the checkout process from a user perspective uncovers technological challenges and potential feature enhancements. It also ensures design and layout consistency across various devices and platforms.

Challenges

Sampling Limitations: User feedback may not fully represent the entire customer base. Our sample selection is based on a stratified random approach of customers who responded to an email campaign, which might not represent all of the users.
Diverse User Preferences: Feedback may not be uniform, as users might have differing feature requests, and it may be challenging to address all customer concerns and desires.
Technical Variables: Factors such as device responsiveness and stable internet connections are outside our control and may impact the user experience.

Interviews & Surveys

We conducted one-on-one user interviews to identify individual motivations for shopping at Luminique Obsidian and obtain insights into customer pain points that may be decreasing their likelihood of completing a purchase. Users were recruited from an email campaign and then filtered into different demographic groups (age, income) based on a short survey and existing customer information. We then randomly sampled from our demographic groups to finalize the 50 interview participants.

Goals

What drives the decision-making process when purchasing jewelry?
What price range are customers comfortable with when buying jewelry?
What are the strengths and weaknesses of our website from the customer perspective?
How much time do customers prefer to spend on online jewelry shopping in general?
What are the primary goals of customers when visiting our website? Do they primarily intend to make a specific purchase or explore our offerings?

Findings from Interviews

Finding 1. Customers are willing to invest across a spectrum of price points.

“For special occasions or pieces that have particular sentimental value or significance, I might consider investing up to $1,000 to $1,500.”
“I try to keep my jewelry purchases affordable, in that $10-25 range for most items.”
“I rely a lot on sales and clearance racks to get the trendy pieces I want within my tight budget.”

Finding 2. Most customers spend less than 30 minutes per browsing session.

“Extending past 45 minutes total starts to lose my interest and patience as other priorities arise.”
“With my schedule between work and deciding on my next educational or career move, I usually fit in quick browsing sessions.”

Finding 3. The primary motivations behind jewelry purchasing decisions are versatility of the piece, trendiness, affordability and reviews from customers.

“I look for pieces that are affordable but don't compromise on quality.”
“If an accessory is blowing up on TikTok or Instagram, I'm inclined to jump on the trend so my style stays relevant.”
“I look for versatile staple pieces that work for a range of professional and social occasions.”

Finding 4. Most customers will browse for inspiration (new arrivals, curated collections), and like to be able to shortlist items to consider for future purchases.

“I enjoy scrolling through the new arrivals and curated shop pages to get inspiration and ideas.”
“When something catches my eye, I'll add it to my cart to keep an eye on it.”

Finding 5. Customers enjoyed the website design, filtering options, and detailed pictures on the website.

“The website has a clean, modern look that feels elevated and luxurious. The black and white color scheme is classy.”
“The product photos are beautiful and … being able to zoom in on details is great.”
“There are lots of filtering options to find exactly what I'm looking for, like metal type, price range, and gemstone.”

Finding 6. Customers cited purchase process complexity, mobile site navigation issues, pricing concerns, and requested virtual try-ons and jewelry images on models.

“The prices listed seem out of my budget. As a student I'd need most things to be under $50.”
“Sometimes, it seems there are too many steps before finalizing the purchase.”
“The mobile site sometimes feels less intuitive and more challenging to navigate.”

Finding 7. When visiting the website, customers aim to: find budget-friendly pieces that match their style, browse reviews for inspiration, compare prices with competitors, and discover the brand's ethos and piece backgrounds.

“While my immediate goal might be purchasing, I'm equally interested in the narrative and ethos behind your brand.”
“I also spend time reading reviews and product details to make sure it's really my style and worth the splurge.”

Building Empathy

We created three personas – Sammy (early career professional), Joanna (mid-career), and Tianna (college student) – based on quantitative interview data. We chose these personas due to their diverse income and age brackets, providing insights into varied purchasing behaviors. Their frustrations closely mirrored the user base, and their distinct goals allowed us to tailor strategies to meet the needs of different customers.

Wire Framing

User arrives at the landing page

On the top right we introduce a new "heart" feature, which allows the user to access wishlisted items.
We suggest keeping the search, heart, and cart features in the top-right corner of every page to ensure users can easily locate the items they want to purchase.

User can view New, Best Sellers & On Sale Items

We add new categories to the webpage for quicker item searches.
"On sale" for budget-conscious users, "new" for trend-focused shoppers, and "best sellers" for those looking for popular products.

User can "sort" based on personal preferences

We include a "sort" option on each product type page.
This allows budget-conscious users to sort by low to high prices, "top rated" for users who value reviews, "new" for shoppers who value trendy products, and "best sellers" for popular products.

User can "filter" based on personal preferences

We include occasion, style type, material, and price range to allow users to filter items based on their personal preferences and reduce the time spent searching of their desired product.

User arrives on product page

Payment in installments is available for those seeking affordability.
Care instructions cater to durability concerns.
A "story section" for those interested in the background.
A general styling video for personalized style assistance.

User adds item to cart

We propose transparency on shipping costs & taxes prior to check-out page.
Including the proximity to free shipping can incentivize users to add more items to their cart.

User can search and filter reviews

Users can see how jewelry has been styled by other customers on Instagram.
In addition to options to filter reviews, users can use their own search terms to to more efficiently find relevant reviews about the product.

Streamlined check out

Returning customers can log in to auto-populate shipping and payment information.
Break-down of the order summary provides transparency.

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