Low Repeat Purchases and Cart Abandonment Driven by Customer Journey Friction

An e-commerce company in the lifestyle and consumer products segment had successfully scaled customer acquisition through marketing and promotional campaigns.

Despite strong user traffic and steady growth in first-time purchases, the business was struggling to increase repeat purchases, resulting in rising acquisition costs and lower customer lifetime value.

Cart abandonment rates remained high. The organization initially believed that pricing and competitive offerings were the primary reasons behind declining repeat purchases.

The real reason? High Customer Effort required for completing the transaction
Too many questions
Too many information required fields
Too many buttons
Too many options
Basically… too many steps, made the purchase look like a task. A homework.
Result? Over stimulated customer who would rather just prefer a click and check out.

The company undertook a comprehensive product experience management initiative focused on understanding customer behaviour across the entire product journey.

The approach focused on reducing clutter and lowering Customer Effort Score (CES) by simplifying the overall experience and removing unnecessary steps from the journey.

A comprehensive database management process was introduced to build a deeper understanding of user behaviour and enable more informed experience decisions.

The organisation evaluated every major customer touchpoint, including product comparison, checkout, delivery, returns, and support interactions, to create a more connected and effortless customer journey.

Reduced manual effort and improved overall efficiency