Rhinos* is a q-commerce app that provides on-demand grocery delivery in under 15 minutes. Since this business is entirely run through the app, the purchase process has to be as easy as possible. In order to identify where users are dropping off during the purchase process, the Rhino team sent custom events to UXCam in order to track the details of the purchase process.
After sending custom events with properties to UXCam, the Rhinos team created a Funnel within UXCam to analyze a basic checkout process of add to cart, view cart, add payment, and complete purchase. This funnel will show where users were quitting the purchase process.
49% percent of sessions are ended between cart activity and add payment. This could be because users are navigating somewhere else or there are hurdles with adding payment options.
The team used Screen Flows to see where a user navigates after they view their cart.
By viewing the app navigation, the team noticed that many users went back to the search functionality after viewing their cart to add more products. Many of those users quit the app if they did not find the product they were looking for.
The Rhinos team reviewed recorded sessions of users using the Search functionality within the Sessions section of UXCam. They saw users not finding the items they were looking for, a few crashes, and some users checking out promotions after their results are shown.
In order to improve the search functionality, the Rhinos team designed a new version of the app that suggests other items like the one the user was looking for if that item was unavailable. The team also took a look into the Issues tab of UXCam and investigated a crash that was happening only on IOS.
The Rhinos team also made updates to their stock, so that highly searched items were more available. Once the items were stocked, the team sent out a notification for a discount code to those users that did not find what they were looking for the first time and saw that 5% of those users made another purchase.
With these improvements, the team released a new version of the app and created a new version of the funnel and screen flow to see how the updates have improved their results. The number of users that quit after the search screen decreased and the funnel results improved. The team can use both these reports to keep track of all steps and improve each one by digging into the details as they did with the Search functionality.
Do you want to analyze a purchase process?
- Observe how users navigate your app in order to make a complete purchase.
- Track milestones during that process by sending custom events and user properties to UXCam.
- Analyze the data you have collected by using Funnels.
- Make appropriate changes and release a new app. Compare the changes within UXCam.
- Iterate to continue making improvements.
Need more information about what metrics to track, best practices, and other examples, check out these resources:
- Funnel Analysis: Ultimate Guide for Product Managers 2021
- Conversion Funnels for Product Managers and Marketers
*Name of real company has been replaced for privacy reasons
Images are examples, not real data