Checkout Experience for Eco-Friendly Swimwear

Salty Maggie Swimwear

2022-2023

The sales team at saltymaggie.com was looking for an improvement in the user experience with the target of maximising sales conversions, which were lower than anticipated.

A customer study was run by incorporating paid advertisement on Facebook, and using Facebook Pixel and Google Analytics to gather insights from customer behaviour. It was found that users added products to cart, but the checkout rates were lower than expected.

The shopping cart icon was modified to make it more intuitive, after A/B-testing different designs.

Also, a floating cart button was added, which made the access to checkout more accessible for users.

The new design resulted in an average 700% increase in sales conversions, which was in line with the sales team's expectations.

It took some effort to identify the bottleneck in the funnel: users were brought for testing by using marketing campaigns and running extensive studies on their behaviour.

I found out that users added items to the card, but they never reached check out. The floating bottom increase the checkout engagement very rapidly.

I set up and run the marketing campaigns myself to test user behaviours. I implemented the shopping cart designs myself using pen and paper, and Figma.

I tested different designs, and also added a feature to further reduce customer friction by adding elements to the cart directly from a collection page.