Projects

Improved Add-to-Cart User Flow

Problem: User replays data indicated little engagement with the Add to Cart flyout (mini-cart), indicating a potential friction point for customers to convert to purchase.

Solve: Simplify the user flow and reduce friction to cart by removing the Add to Cart flyout from current experience.

How: Conducted an A/B site test with the following criteria to test the new experience.

• Control Group: When customer clicks on Add to Cart button from the product page, they land of the Add to Cart flyout (mini-cart)

• Test Group: When customer clicks on Add to Cart button from the product page, they land of directly on Cart page

Performance: A 13-day site test resulted in a 2% lift to conversion ($340K TPMLD) and WIN for the test group (new experience).

Site Sale Countdown Timers

Problem: Customers aren’t clear on how long a promotional price is available, causing less urgency to purchase and potential customer frustration due to higher price if they attempt to purchase later.

Solve: Incorporate messaging that better indicated when the promotional price will end

How: If a promotional price will end in 72-hours or less, display a countdown timer that indicates this to the customer on Search, Product Detail, and Cart pages

Performance: Overall conversion lift of 1.5% with heavy integrated into our marketing campaigns during key promotional periods.

Before

After

Order Routing by Weight

Problem: We were unable to route cross-border orders by specific weight brackets to the carrier with most competitive rates, resulting in higher outbound costs.

Solve: Increase flexibility in the logic used to route packages and ensure the most efficient carrier based on outbound costs.

How: Build configuration within existing routing logic that will allow the ability to set a weight threshold to and designate the preferred carrier.

Performance: $2M annual outbound cost savings; $20 per parcel

Reduced Outbound through Order Routing by Region

Problem: Canada shipments were shipped throughout the U.S. to an east coast warehouse prior to shipping cross-border resulting in higher outbound costs and extended shipping times to the customer, with the domestic leg taking an average of 6 days

Solve: We needed to improve our cross-border routing logic to route orders to nearest hub based on the originating warehouse zip code which it was being sourced from.

How: If a cross-border order originates from a supplier warehouse in California, it will now be routed to a freight-forwarder hub within California

Performance: $1M annual outbound cost savings, or $10 per parcel and 3-day reduced transit time on domestic leg across 25% of Canada orders.

Improved Search Relevancy through 3rd-Party Integration

Problem: Friction in product findability, as customers would receive results that weren’t always relevant to their intended search.

Solve: We needed to improve search relevancy to improve the customer experience and conversion rates

How: Integration with a 3rd-party search provider with proven success

Performance: Pre- vs. post-comparison indicated a ~50bps conversion improvement and significant reduction in No Search Results rate, from 4.19% to 1.56%.​

New Carousel on Product Page

Problem: We have limited spots to showcase our top-selling, most competitive SKUs so that customers understand our value proposition of everyday low prices on thousands of items.

Solve: Create additional placements for customers to find these items more easily as they shop and increase conversion.

How: Add new carousel on our top-traffic page to surface these products more frequently to customers.

Performance: Low engagement and sales; ~1K customers interacted with this section and $2K revenue

Takeaway: Fail fast - Utilized heatmaps and performance analytics to understand the customer behavior early and adjust this experience based on their intent.

Opportunity Compass

Problem: The manual process of deriving actions through extracting performance data through various reporting applications and exporting them to spreadsheets, which limited accountability and the ability to independently improve business performance, as successes and failures are not easily quantified.

Solve: Change supplier behavior through established best practices and clarity around highest opportunities for improved performance across the product catalog.

How: Create a self-service digital interface that provides centralized, easy-to-understand business improvement recommendations with ability to quickly correct the problem.

Performance: Pre- and post-release analysis resulted in 20BPS increase to conversion across several top suppliers within first 30-days.