One of our goals on the seamless purchase team was to decrease cart abandonment. We investigated how our competitors were handling abandoned cart items, and learned that one of the ways we could remind users of their abandoned items was to show them those items upon their return to the site.
We first started by validating the need, desirability, and usability of this feature through a user test that I conducted and analyzed. We learned that customers frequently bookmark items in their cart to compare pricing and features against competitors. We learned what details customers found useful as well as information that was missing from the design.
After making the necessary design changes and working through logistical details (such as frequency and when to show the reminder, we conducted a test and target to measure the feature with a broader data set.
The final test results showed that the desktop experience did not improve conversion, but did increase mobile experience conversion by several basis points.
