Using an exit intent lightbox message to reduce cart abandonment
Industry
eCommerce
My role
UX/UI
Campaign duration
22nd July 2021 – 19 August 2021 (28 days)
KPI
The success of this campaign was based on by measuring:
- Cart abandonment
- Conversion rate
- Bounce rate
Through analysis of Contentsquare and Google Analytics data, I identified a significant issue within the e-commerce checkout process: a high bounce rate triggered by users clicking the store logo. This indicated a potential usability or trust problem diverting customers from completing their purchases.
The purpose
To address the identified high bounce rate within the e-commerce checkout, triggered by logo clicks, I implemented a split 50-50 A/B test lightbox message pop-up. This aimed to provide users with a clear choice: proceed to checkout or return to the homepage. By offering this prompt, the project sought to reduce abandonment and improve conversion rates by directly addressing the user’s potential hesitation.
The outcome
The campaign was served to 30,151 sessions, 68.4% of whom were on mobile devices.
The reduction in cart abandonment was driven by users on mobile devices.
The variant had a reduction in bounce rate by 3.1%
The variant had a significant reduction in cart abandonment by 1.6%.
The variant had a significant uplift in conversion rate by 4.4%.
Design
Desktop & mobile
The designs show the variants A (default) which returns the user back home, and B (variant) which shows the lightbox on click.
Conclusion
Short summary
Displaying a lightbox confirmation message if a user attempts to leave the checkout journey reduces the cart abandonment rate.
The variant encouraged users to complete the checkout journey, by showing a lightbox with a message that encourages them to stay when they attempt to exit the checkout. This is shown by the significant reduction in cart abandonment by 1.6%. If the winning variant was served to 100% of users there would be roughly on estimate a further reduction of 210 cart abandonments over a 30 day period.
Based on the experiment’s success, I made the decision to roll it out to 100% of applicable users on Goldsmiths. Subsequently, I directed the UI styling, functionality, and logic development for deployment across Watches of Switzerland, Mappin & Webb, and Mayors, ensuring a consistent experience for all users.
