Buhlian

Project Overview

When trying to optimize the performance of a webshop, you usually focus on conversion rates or softer metrics like session duration, pageviews per session or other micro-conversions (add to cart, product list product click etc.). However, improving the average order value can also significantly boost the revenue streams.

The Challenge

One way to optimize the AOV is to expose product recommendation to the users, when they add an item to the cart. At Miinto, such add-to-cart popup feature was not existing. Instead, the add-to-cart event was simply signalized by a color and number change within the the cart icon in the navigation section. This is a really subtle way to confirm the user's action and a neglect of a golden opportunity to push some relevant recommendations to the user.

The Approach & Solution

Thus, I decided to test out the effect of implementing the add-to-cart recommendation popup on the Miinto platform. In essence, the test triggers a popup once the user adds a product item to the cart. In the popup, the user gets a confirmation that the product has been added to the cart as well as a range of product recommendations intelligently selected from the onsite recommendation engine's algorithm. Below you can see an example of the test variant on desktop.

The test was deployed in the Swedish market for both desktop and mobile. It was targeted all product detail pageview sessions, but the popup was only triggered once the user added an item to the cart.

The Results

The test proved successfull in driving a higher average order value for the test users compared to the control group users. The +4.8% uplift in AOV is a direct indication of the GOV impact this new add-to-cart popup feature will drive - thus the overall effect of implementing and deploying the feature across all Miinto sites is a multi-million EUR GOV booster. In addition, the feature is generally recommended for all webshops as it improves the user experience by providing clear confirmation that the item has been added to the cart. As a result, the feautre is now deployed to all Miinto sites and the AOV has seen great growth ever since.