Analysing Customer Behaviour in the Digital Sales Process
Mision
To identify and eliminate friction points in the digital purchase journey through evidence-based insights that enhance both user satisfaction and business performance.
Vision
To deliver a fast, seamless, and intuitive digital experience that allows customers to discover, choose, and purchase products effortlessly, building trust and improving conversion.
Industry
Ecommer Telcom
Size
Big Corp
Markets
Global
Timeline
3 Weeks
Team Member
1 Strategist Designer
Type of Project
External Collaboration
Need For Cange
The company needed to identify the real reasons behind conversion loss and determine whether the drop was due to usability, technical, or perception issues. Beyond resolving the immediate problem, the study aimed to optimise the full user journey, from product discovery to size selection and final purchase, ensuring a more intuitive, fast, and reliable shopping experience.
Business Background
After a redesign of the Product Detail Page (PDP) for the desktop version in 2022, a significant drop in conversion on the “Add to Basket” button was observed.
The company initiated this research project to understand the real causes behind the decrease, investigating whether the issue was related to usability, perception, or other technical and behavioural factors influencing the customer journey.
Through usability testing and behavioural analysis, the goal was to identify frictions, evaluate the user experience, and propose actionable improvements to recover and optimise conversion performance.
The Company
A leading digital retailer operating globally, with a focus on delivering seamless online experiences that drive customer satisfaction and conversion. The company continuously iterates its e-commerce platform to enhance user experience, visual appeal, and technical performance.
Key Challenges
Conversion Drop After Redesign: The newly implemented desktop PDP showed a clear decline in conversion rate after the update.
Unclear Causality: Initial analytics data suggested a behavioural issue at the Add to Basket stage, but the root cause was unknown.
User Behaviour Variability: Different devices and navigation patterns (especially trackpad users) introduced inconsistent interaction patterns.
Technical Performance: Frequent delays and slow loading times on the PDP were detected and suspected to have a direct impact on purchase behaviour.
High Dependency on Visual Experience: Product discovery and imagery consistency play a major role in influencing purchase intent.
Complex Sizing Interaction: Two different sizing systems coexist — “Measurements” and “Find Your Size” — which needed to be evaluated for usability and clarity.
Objectives
Understand the causes behind the conversion drop on the Add to Basket button.
Evaluate user behaviour across the digital purchase process, especially at decision-making moments.
Investigate how users find and select their size and how they interact with the two sizing tools.
Identify usability improvements that enhance experience, confidence, and engagement.
Assess whether page performance (e.g., loading time) correlates with lower conversion rates.
Recommend practical actions to improve UX and re-establish conversion performance.
Overcoming Obstacles
False Assumptions: Initial hypotheses blamed the button’s design; testing proved usability was not the issue.
Technical Performance Gaps: Slow page load times disrupted user flow and engagement, requiring coordination with engineering teams.
Device Interaction Variability: Trackpad users struggled with horizontal scrolling, leading to missed product imagery.
User Misclicks: Some users unintentionally added items to their basket due to unclear confirmation feedback.
Diverse Behaviour Patterns: Ensuring usability across varying user habits required multiple interaction options and flexibility.
Lessons Learned
Conversion issues often arise from technical performance, not interface design.
Fast loading times significantly influence user trust and completion of purchase actions.
Offering multiple sizing support systems accommodates diverse preferences and boosts confidence.
Minor UX inconsistencies can cumulatively affect the overall purchase flow.
Impact
The project revealed that the button itself was not the issue. Instead, conversion problems were linked to technical and behavioural friction points, specifically, long page loading times and small usability inconsistencies.
The findings allowed the company to focus resources on technical optimisation and UX refinements that directly impact the customer experience and commercial performance.
Results
Identified page load time as the main factor behind conversion loss.
Confirmed strong comprehension and usability of the Add to Basket button.
Discovered additional improvement areas, including gallery usability and product communication clarity.
Delivered a prioritised list of actionable recommendations with direct impact potential.
Sucess Metrics
Page load time reduction.
Higher customer satisfaction with the product discovery experience.
Reduction in unintended “Add to Basket” actions.
Improved visual and operational consistency across PDPs.
Conclusion
The project successfully identified the real cause of the conversion drop, disproving the initial assumption that the problem lay with the button.
Through evidence-based testing and customer observation, the team revealed that page performance and usability details, rather than interface design, were key to influencing purchase decisions.
These insights provided a clear roadmap to enhance user experience, increase conversion, and strengthen the company’s digital sales performance.
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