We helped a leading retail brand reduce cart abandonment and improve business performance

The client was experiencing a high cart abandonment rate that resulted in an estimated USD 2 million in lost revenue and negatively impacted overall conversion performance. Customers were dropping off at multiple stages of the checkout journey, indicating friction in key areas such as login, delivery selection, and pricing transparency.

Limited visibility into user behaviour made it difficult to identify where and why customers were abandoning their carts. At the same time, increasing competition meant that even minor checkout inefficiencies could drive customers to alternative platforms.

The client required a data-driven approach to identify checkout bottlenecks, optimise the purchase journey, and reduce cart abandonment while maintaining healthy margins without relying on excessive discounting.

The client faced a high cart abandonment rate, resulting in an estimated USD 2 million in lost revenue and a reduced conversion rate. These challenges highlighted the need for a strategic, data-driven approach to improve the checkout experience.

ADA analysed the end-to-end checkout journey to better understand customer behaviour and identify the critical stages where users abandoned their carts. This analysis provided clear insights into the primary friction points affecting conversions.

We conducted hypothesis testing and experimentation to evaluate strategies for reducing cart abandonment, including optimising delivery charges, offering targeted discounts, and engaging customers with timely, personalised communications.

The resulting improvements streamlined the login process, reduced delivery lead times, enhanced the overall checkout experience, and significantly lowered cart abandonment rates.