E-Commerce Shopper Analysis

Objective

Merchandisers wanted to identify areas where customers struggled with navigation or product selection on the website. Prior to me assuming my role as a UX Researcher, merchandisers did not have a point of contact for customer interaction research on the Gamut site.

Process

After solidifying specific research goals and pages of interest for the merchandiser, I first looked at Google Analytics to get a contextual understanding around customer behavior such as page bounce rates, filter interactions, search terms, and order data. I then used that data to filter through user sessions within SessionCam. I viewed sessions that vary across session duration, number of pages, and order completion.

Research Synthesis & Knowledge Sharing

I compiled a list of recordings that were indicative of trends based on repeated themes or struggle areas. For each recording, I categorized the type of issue (e.g., photo, complements, hierarchy) and offered actionable suggestions to alleviate the issue.

Outcome

With my constant collaboration with the merchandisers, I forged the first working relationship between UX and merchandising teams. Merchandisers used my SessionCam research to develop targeted improvement plans and prioritize those plans for their category review. My insights for merchandisers have included increasing brand visibility, expanded onsite search term linkages, and improved assortment strategies.