Global Retailer Identifies $2.5M In Potential Online Sales from Improved Web Experience

This global retailer partnered with InMoment to understand why customers left their website before converting. InMoment’s team analysed over 166,000 website abandonment surveys over a three-month period to give the team insights on how to improve business performance and recover potentially lost revenue. 

Story Highlights 

• Identified $2.5 million USD in potentially lost revenue due to page performance issues
• Identified what terms are being used to describe website performance issues
• Provided recommendations to improve website performance 

Understanding the Challenge

Despite offering an extensive product range and attracting 11.5 million website visitors monthly, this global retailer faced a significant challenge: customers were abandoning the site before completing their purchase. This pattern indicated missed opportunities to enhance the e-commerce customer experience, potentially limiting the retailer’s ability to maximise revenue.

Strategic Insights Drive Solutions

To solve this challenge the retailer partnered with InMoment’s Strategic Insights team to dive into the root causes and understand how to increase site conversions and sales. The team analysed over 166,000 surveys using best-in-class text analytics to make sense of unstructured data and extract insights that drive actions. 

This detailed analysis revealed actionable insights from the buyer’s journey on the brand’s website and uncovered friction points. It also revealed the customer sentiment to help improve experience and website performance. The three most common pages associated with performance issues were: 

• Checkout Page
• Account Page
• Content Page

For each of these pages, technical issues impacted nearly 10% of customers, creating frustration and disengagement.

Additionally, unstructured customer feedback was examined to understand the frequency of problems in the voice of the customer. The most common performance complaints included:

• Slow, loading issues, buggy, crashing, freezing
• Sign-up issues / log-in issues
• Can’t access the billing page

By grouping keywords and phrases directly from customer feedback, InMoment provided the retailer with a clear view of the most urgent opportunities for website performance and a boost in conversions.

Turn Insights Into Business Revenue Impact

With an average cart size and 11.5 million website visitors per month, InMoment’s analysis revealed that the website page performance issues represented an opportunity to recapture almost $2.5 million annually in potentially lost revenue. Armed with this data, the retailer’s team could prioritise solutions that optimise the buyer’s journey and foster a smoother, more reliable shopping experience that leads to increased website conversions. 

To see how InMoment can diagnose and improve the customer experience at your organisation, schedule a demo today!