UX Best Practices Drive Value
Tracking Key Metrics Uncover Critical Gaps
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Overview
A critical piece of UX is the ability to monitor KPIs and trends. Some peaks and valleys are on par for normal activity cycles. However, when paired with known customer or performance anomalies; the ability to identify and act quickly can be invaluable to both users and the business.
Problem
Migrating eCommerce systems to a new technology lead to significant performance drop-off. Using the website performance platform; Quantum Metric; UX worked to investigate and identify opportunities to help fill-in some of the gaps.
Outcome
A negative error message saw a steep increase that overlapped the specific date a new technology was launched. The error message was isolated to the shopping cart page where conversion typically is high at the payment method stage. UX worked across teams to collaborate and quickly deliver a solution in 3 days. Conversion increased significantly by 10%.
Role
Lead UX Designer
Deliverables
- Session Replays
- Error Message Spread Sheet
- Status Deck
Tools
Quantum Metric
(UX monitoring platform)
Investigation 101
Noticing there was a drop in overall conversion percentage; the website’s “top error messages” were reviewed. Some were isolated to be firing from the checkout page.
Creating a unique error message segment uncovered a steep incline in frequency that matched the new technology’s launch date.
- Payment Declined.
Please try again with different payment information.
Let’s Go To the Replay
Leveraging Quantum Metric, session replays were reviewed to identify patterns in user behavior and interactions.
- Payment Decline friction points:
- Provided users with a harsh message and vague action to resolve
- Users were logged out of website!
- Items removed from shopping cart!
This was a valuable opportunity to eliminate friction and quickly provide a desired outcome for our users!
Results
UX worked closely with the development team to provide a much more desired outcome by eliminating user friction in multiple areas. A revised solution was launched within 3 days.
Update customer facing message
- “Payment Declined” was replaced with “Your payment was unsuccessful…”
- Added dynamic text to resolve based on leading “decline codes” scenarios
Customer setup for successful purchase.
- Users now remained logged into website
- Items also remained in the shopping cart
- Customers were placed back into “choose payment method” step to encourage conversion
