Case study:
Hypothesis Testing to Optimize Conversion at Izzilife
Case study:
Hypothesis Testing to Optimize Conversion at Izzilife
Case study:
Hypothesis Testing to Optimize Conversion at Izzilife
Challenge
Izzilife, an online store specializing in vitamins and supplements, offers functionalities such as a personalized recommendations chat and a subscription program that organizes deliveries according to customer needs.
The challenge was to validate three hypotheses about possible frictions in the purchase flow, since the platform had a low order completion rate.
Izzilife, an online store specializing in vitamins and supplements, offers functionalities such as a personalized recommendations chat and a subscription program that organizes deliveries according to customer needs.
The challenge was to validate three hypotheses about possible frictions in the purchase flow, since the platform had a low order completion rate.
Project objectives
• Analyze the customer journey to detect frictions and critical points in the purchase funnel.
• Validate or discard 3 hypotheses about the abandonment of the purchase process.
• Generate optimization proposals based on real behavioral data.
• Analyze the customer journey to detect frictions and critical points in the purchase funnel.
• Validate or discard 3 hypotheses about the abandonment of the purchase process.
• Generate optimization proposals based on real behavioral data.
Resources provided by the company
• Context of the problem: low conversion rate at checkout.
• Access to the platform and key functionalities.
• Meetings with the team to align value proposition and business objectives.
• Context of the problem: low conversion rate at checkout.
• Access to the platform and key functionalities.
• Meetings with the team to align value proposition and business objectives.
Research Process
Internal interviews with stakeholders to gather product information.
Definition of hypotheses that could explain cart abandonment.
Remote and on-site usability testing (desktop and mobile) with simulated shopping + post-session interview.
On-site behavior analysis with Hotjar: heatmaps, session recordings and funnel analysis.
Organization of findings in FigJam to identify patterns and prioritize issues.
Creation of visual report in Figma with hypothesis validation, insights and roadmap of prioritized improvements.
Internal interviews with stakeholders to gather product information.
Definition of hypotheses that could explain cart abandonment.
Remote and on-site usability testing (desktop and mobile) with simulated shopping + post-session interview.
On-site behavior analysis with Hotjar: heatmaps, session recordings and funnel analysis.
Organization of findings in FigJam to identify patterns and prioritize issues.
Creation of visual report in Figma with hypothesis validation, insights and roadmap of prioritized improvements.
Tools used
• Hotjar: Behavioral analysis (heatmaps, recordings, funnels).
• FigJam: Organization and prioritization of insights in team.
• Figma: Design of visual report with findings and recommendations.
• Hotjar: Behavioral analysis (heatmaps, recordings, funnels).
• FigJam: Organization and prioritization of insights in team.
• Figma: Design of visual report with findings and recommendations.
Delivered solution
A comprehensive UX research report including:
• Validation or discarding of the 3 initial hypotheses.
• Key insights on the flow and shopping experience.
• Prioritized recommendations to optimize conversion.
A comprehensive UX research report including:
• Validation or discarding of the 3 initial hypotheses.
• Key insights on the flow and shopping experience.
• Prioritized recommendations to optimize conversion.
Results
• The report served as a strategic foundation for the next iteration of the product.
• UX design and checkout optimization actions were defined to reduce friction.
• The team gained clarity on critical issues impacting conversion.
• The report served as a strategic foundation for the next iteration of the product.
• UX design and checkout optimization actions were defined to reduce friction.
• The team gained clarity on critical issues impacting conversion.
