An e-commerce website, Dyreverdenen.dk faces the common challenge of cart abandonment. Our research showed that a significant number of users were adding products to their cart but not proceeding to checkout. To address this issue, I designed a Powerstep, an action set to increase conversions and reduce cart abandonment.

Through user research and analysis of website data, we identified that users needed more information and incentives to complete their purchase.

Hotjar was used to determine the high cart abandonment rate on Dyreverdenen.dk. The research was conducted by tracking user behavior on the website, including clicks, mouse movements, and scroll.

I observed that after users added a product to their cart, they were redirected to a new page that was simple and not very visually appealing. This page only contained the name of the product and two buttons: "Shop more" and "Go to cart". Additionally, there were a few products listed under the title "Others have also bought."

Hotjar's heatmap feature allowed me to see that users were not engaging with the "Go to cart" button and the "Others have also bought" section. This indicated that the page was not effectively communicating the value of the product and the benefits of completing the purchase.

I then focused on creating a user-centered design that would effectively solve this problem. The Powerstep is triggered when the user adds a product to their cart, which presents the user with a pop-up containing the following elements:

• Image and name of the product that has just been added
• Number of units and the total price
• A secondary "Continue shopping" button
• A secondary "See the cart" button
• A primary "Go to checkout" button
• A USP explaining that shipping is free if the total price is above a specific number
• A section named "Others have also bought" with a list of a few products similar to the one that the user has just added to the cart.

The design of the Powerstep is clean and minimalistic, with a focus on the product image and the primary call to action - "Go to checkout." The USP and the "Others have also bought" section serve as additional incentives for the user to complete their purchase.

The Powerstep is a simple yet effective solution to the common problem of cart abandonment. Through user-centered design and a focus on the user's needs and pain points, we were able to increase conversions and decrease cart abandonment for Dyreverdenen.