Recent Ecommerce Shopper Interviews

Client
Large residential home security company
Project title
Recent Ecommerce Shopper Interviews
Disciplines
Qualitative ResearchUser Interviews

Summary

With over 100 years in business, this company has a built a legacy around premium security products and services sold traditionally by phone and in the field. Their ecommerce experience, however, only began in earnest in the last couple of years. As Senior UX Researcher, I have conducted an interview-based research program with recent online shoppers to inform user-centered design improvements that will boost conversion in this company’s fledgling ecommerce channel.

Research question

How can we develop insights from recent online purchasers and cart abandoners for a more intuitive ecommerce experience that will boost conversion?

Insights

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Customization, clarity in product information, and transparency in pricing are strengths of ecommerce, according to purchasers and abandoners.
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Perception of package pricing as overly expensive was the primary deterrent for cart abandoners.
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Ecommerce abandoners identified pain points in the ecommerce flow that may lead to confusion for some prospects.
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Personalization-related features were a common wish list feature for purchasers and cart abandoners.

Detailed findings and analysis

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Customization, clarity in product information, and transparency in pricing are strengths of the existing ecommerce experience, according to online purchasers and cart abandoners.

Purchasers

“I was able to go on [the website] and see exactly what I wanted and take away the things I didn't need to get to the price point that I wanted to be.” (Recent purchaser from Springfield, PA)
“I was able to build the system that I wanted and it was very transparent about how much it was gonna cost me, and here were my options.” (Recent purchaser from Cedar Rapids, IA)

Cart Abandoners

"You don't have anything hidden. You're like, hey, this is what our equipment costs each month. This is how much you're paying for our monitoring. And this is how much you're paying total. That's perfect.“ (Ecommerce cart abandoner from Beaver Falls, PA)
“It's self explanatory, actually. You know what you're getting.” (Ecommerce cart abandoner from Greenville, SC)
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Perception of package pricing as overly expensive was the primary deterrent for cart abandoners.
“I understand you guys are one of the best and you can't be the best without having a little bit of a price tag. For me that was my biggest drawback was price, like 60 bucks a month is a is a little expensive for me to pay.“ (Ecommerce cart abandoner from Toledo, OH)
"I felt like the pricing was pretty expensive. You could go ahead and buy it outright, but that got expensive quickly as you were adding on all the different things that you wanted.“

Analysis

Pricing may be a deterrent for some prospects. However, we do know:

  • The ecommerce product and package offerings clearly align with most prospects’ purchase goals.
  • Most prospects find the purchase flow intuitive, flexible, and transparent.