Challenge
An e-commerce company redesigned its website. Unfortunately, since then, the number of customers had dropped and the rate of abandoned shopping carts had increased. It was necessary to conduct research and find out why users were not making purchases on the new site.
Action
- Integration with iPresso
The company integrated its sales platform with iPresso and used tools dedicated to the e-commerce industry.
- Preparation of NPS surveys
With iPresso, the company easily created NPS surveys and added additional questions for recipients.
- Sending messages for feedback
Customers received messages with surveys. The mailings were scheduled only for people who had purchased products in the past 6 months, since that's when the new website design was introduced.
- Analyzing the survey results and improving the website
The surveys showed that customers could not find their way around the drop-down menu and liked the previous version much better. With additional questions, NPS survey recipients themselves suggested what improvements they wanted and what should be eliminated altogether.
Results
- 48% of recipients filled out NPS surveys and gave their tips for improving the store's website.
- The company improved the site and introduced a new menu with different categories. Users appreciated the company and the level of customer engagement increased by 17%.
- Customers were more likely to return to the new site and made many purchases. Retention rates increased by 19%.
- The improved menu was clear to users, so the abandoned shopping cart rate dropped by 22%.
