THE BRIEF
An online shopping app aimed to understand the factors that drive users to make purchases (triggers) and the obstacles that prevent them from completing transactions (barriers). The goal was to gain insights into user behavior, identify areas for improvement, and enhance the overall user experience to increase conversion rates.
OUR APPROACH
To address the client’s objectives, we employed a mixed-method research approach, focusing on both quantitative and qualitative data:
- Quantitative Surveys: We conducted extensive quantitative surveys with a large sample of app users. These surveys collected data on user demographics, browsing behavior, purchase history, and satisfaction levels. Key areas of focus included:
- Frequency of app usage and types of products purchased.
- Factors influencing purchase decisions, such as promotions, recommendations, and reviews.
- Obstacles encountered during the shopping process, such as payment issues, app performance, and user interface challenges.
- Qualitative Interviews: To complement the quantitative data, we conducted in-depth interviews with a subset of users. These interviews provided deeper insights into:
- ▪Personal experiences and motivations for using the app.
- ▪Specific triggers that lead to purchase decisions, such as promotional notifications, user reviews, and personalized recommendations.
- ▪Barriers that prevent users from completing transactions, including app usability issues, payment concerns, and delivery options.
- User Journey Mapping: We created detailed user journey maps to visualize the steps users take from app entry to purchase completion. This helped identify critical touchpoints and potential drop-off points where users encounter barriers.
- Data Analysis: The collected data was systematically analyzed to identify patterns, triggers, barriers, and areas for improvement. We used statistical methods to quantify the impact of various factors on user behavior and purchase decisions
THE OUTPUT
The findings from our research provided valuable insights for the client:
User Behavior Insights:
Triggers:
- Promotional Offers: Users were highly motivated by time-limited discounts and special offers.
- Personalized Recommendations: Suggestions based on browsing history and past purchases significantly influenced purchase decisions.
- User Reviews: Positive reviews and high ratings from other users played a crucial role in building trust and driving purchases.
Barriers:
- App Performance: Slow loading times and crashes discouraged users from completing transactions.
- Payment Issues: Difficulties with payment processing, especially for international transactions, were a significant barrier.
- User Interface: Complex navigation and cluttered interfaces made it challenging for users to find products and complete purchases.
Opportunities for Improvement:
- Enhancing App Performance: Optimizing the app for faster loading times and stable performance.
- Streamlining Payment Processes: Simplifying payment options and addressing issues related to international transactions.
- Improving User Interface: Redesigning the app interface for intuitive navigation and a more user-friendly experience.
- Leveraging Personalization: Expanding personalized recommendations and targeted promotions to encourage repeat purchases.
Conclusion: Our research enabled the client to gain a clear understanding of the triggers and barriers influencing user behavior on their online shopping app. By addressing identified pain points and leveraging new opportunities, the client can enhance the user experience, increase conversion rates, and drive customer satisfaction. This case study underscores the importance of understanding user behavior and continuously improving digital platforms to meet evolving customer needs.