Helping B2B Shoppers Add Products to their Carts
Through expert knowledge of B2B eCommerce design best practices, technology stack and merchandising strategy, RhymeCommerce achieved success for its client.
PROJECT COMPLETION
4 weeks
ADD-TO-CART RATE
76.2% more efficient
CUSTOMER ISSUE COUNT
24.8% reduction
PROJECT
CUSTOMER CHALLENGE
A manufacturer received negative customer feedback on their B2B eCommerce website and wanted to identify the cause of customer frustration.
INDUSTRY
Pipe Manufacturing And Distribution
IMPACT
We identified that the process of adding products to the cart was too complex and frustrating. We redesigned the product details page to make adding products to cart easier.
SERVICES PROVIDED
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Checkout Flow Redesign
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User Journey Mapping
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Quality Testing & Audits
Product Details Page - Before
Product Details Page - After
Understanding Customers’ Online Shopping Experience to Reduce Complexity
Our client is a leading manufacturer and distributor of pipe fittings. They offer hundreds of products, each of which can be customized to client specifications. In an effort to grow sales, our client built an online B2B store so customers could quickly place orders without needing assistance from sales.
When designing their B2B eCommerce store, our client wanted to provide shoppers options to select a preferred shipping warehouse and manufacturer for each product in an order. These options were spread over multiple steps, requiring customers to navigate through lengthy lists and multiple webpages before they were allowed to add a product to their cart. This complexity led to customer frustration.
With a design audit and user journey mapping, RhymeCommerce discovered that shipping warehouses could be automatically pre-selected according to a customer’s default address. The design was updated to automatically use the shopper's default address to pre-select a warehouse, removing the need for customer input and speeding up the purchase. If customers wanted to change the warehouse selection, they could open a newly-designed pop-up to override the selection.
In addition, a dropdown menu with manufacturers was added to the Product Details Page, so shoppers could choose a manufacturer easily and instantly. The old, multi-page “add to cart” process was now replaced with one webpage and auto-settings.
The new designs decreased the steps required to add a product to cart, which improved the user experience for shoppers. In addition, customers reported positive feedback on the online shopping experience, which strengthened customer relationships and company reputation.