Global average for marketing visits observed on e-commerce platforms is 55% and sales engagement is 20%.
Samsung.com is failing to standards by 1.4x for MV% and by 2x in SE%.
Objective is to improve the online purchase journey for users to improve Samsung.com KPD and KPI:
1. Time Spent on page
2. Drive Purchase Urgency
3. Show Relevant Content
Scope of project: UX/UI enhancements to test and implement across 7 countries.
How might we optimise the browsing behaviour of users to make it more relevant to their needs.
How might keep the user focused on the product page to ensure relevant content engagement.
How might we reduce operational distractions on dotcom and integrate system communication within the user purchase flow.
How might we educate the users on advantages of shopping on Samsung.com as opposed to other e-retailers.
How might we improve conversion rate on newly established eStore (added in 2019) to contribute higher impactful revenue.
To create an experimentation culture for Samsung.com by eliminating hypothesis with A/B tests
12 A/B tests proposed by Cheil, SG UI/UX team to deliver validations for enhancements
Since access to user research was not granted to us being an agency, we had to look to data analytics to understand user behaviour. We used all analytics tools to make the right hypothesis
Best practice understanding in ecommerce
Adobe Analytics for funnel analytics
Heat Map Analytics with Beusable
Hypothesis Definition with simulation
Prioritisation matrix to assess opportunity
Defining Success Factors
Product Wise Customer Segmentation
Mid range mobile product users segmentation
Path analysis and heat map tracking for each crucial page to identify successful conversion user journeys.
Also define the deviations that are observed in the purchase path and suggest optimisation
Optimisation and Priotitisation
Proposed 12 A/B Test pilots based on business impact simulation and defined success matrix to result in a USD $3M business imact
Feature Release and Impact
RETARGET CART ABANDONERS
A/B Tested reminder message for segment of users who added product to cart
1.3x uplift conversion rate
321% success in implementation vs proposed hypothesis
Shortening user journey and personalising user experience is crucial in improving sales
DISPLAY BENEFITS ON TOP OF PRODUCT PAGE
A/B Tested USP banner on top of page to improve browsing and relevant content delivery on product page
2.8x uplift conversion rate
232% success in implementation vs proposed hypothesis
Focus on improving user experience above the fold to maximise user engagement