E-commerceU Feature Roll-Out Adoption Analysis
In Q4 2020, the product team made an experiment to add new features. With these new features, our users can bypass filling the address, delivery services, and payment method (after choosing their default value for each one).
Therefore, the Product Manager tries to understand the impact of the experiments that have been carried out and needs several recommendations that can be given for the continuation of adding these features.
Application Flow Changes
Feature Adoption Analysis
By the end of 2021, the new feature have successfully reached 100% of our user base. Even though there are still 6.7% of users that hasn’t used the feature, we have a steady increasing trend and should aim to reach 100% usage by H2 2022.
It took almost 3 weeks for users to finally use the new feature since the feature was implemented.
We could say our user base found this new feature useful enough proved by the repeated usage (4 times) on average and the monthly usage rate hovers around 74~80%.
Feature Impact Analysis
The new feature helps reduce the total customer journey duration by 19.5%.
If we specifically look at the funnels that were affected by the autofill feature, it makes that journey 35% faster!
If we look at the funnels that were affected by the new feature, it reduces the conversion loss by 5%
New Feature Recommendation
From the funnel, it is shown that there is loss of 24% in conversion rate from add to cart and view cart events. Additionally, the conversion loss from our high revenue cluster is about 15%.
PROPOSED FEATURE 1: Give option to user to ‘Buy Now’ which will direct user to choose address without having to view cart
PROPOSED FEATURE 2: Combine all the information for checkout in one page (including address, delivery services and payment method which have been autofilled) after users have added the item they want to purchase into cart.
Summary
The new feature should be continued to be applied for the customer journey in our application or website because it is proven to help reducing the conversion loss by 5% in approaching end of customer journey and it makes the journey 35% faster
These are two new feature options processes to help in reducing, or even better eliminate conversion loss in the early stage of the customer journey to our product. (1) Adding a “Add to cart” or “Buy Now” funnel to so if the customer chooses “Buy Now” it jumps to “Auto Fill Feature”. (2) Combining “Auto Fill Feature” and “Checkout” together, making it more compact and minimizing the funnel.