How Did Jewelry Brand Reduce Cart Abandonment by 12.1% and Boost Conversions by 10.3%

Project Overview

Clincher worked with a luxury jewelry brand known for its high-quality leather products and minimalist designs. Each product reflects their dedication to craftsmanship and sustainability.

With a strong focus on customer satisfaction and environmental responsibility, they combine elegance with practicality to stand out in the competitive world of luxury goods.

The Challenge

The client encountered a common e-commerce challenge: cart abandonment.

Many customers experienced confusion and hesitation during checkout due to unnecessary distractions and unclear steps in the cart section. This not only impacted their shopping experience but also led to missed sales opportunities.

The focus was to simplify the checkout process, reduce friction, and create a seamless experience. By identifying and addressing key areas of improvement, these changes helped boost conversions and minimize cart abandonment.

Identifying Key Issues in the Cart Experience

After conducting a thorough audit of the customer journey from the product page to the cart and checkout process, which consisted of analyzing Google Analytics, heatmaps, session recordings, review mining, and heuristic evaluation, we identified several key issues:

1. No Free Shipping Information in the Cart Section

Customers weren’t informed about free shipping during the checkout process. This is crucial because highlighting free shipping can significantly reduce cart abandonment, as shoppers are more likely to proceed when they know there won’t be unexpected delivery charges.

2. Lack of Scarcity Messaging for Limited-Batch Products

Products are crafted in limited batches, but there was no messaging to create a sense of urgency. Scarcity encourages faster decision-making by tapping into shoppers’ fear of missing out on exclusive items.

3. No Total Cost Display in the Cart

The cart didn’t clearly show the total cost of the purchase, including delivery and taxes. This transparency is important to minimize shopper anxiety about unexpected extra costs, making the checkout process smoother and more predictable.

4. No Payment Processor Icons

The cart lacked visual indicators of secure payment options. Displaying trusted payment processor icons helps build customer confidence and ensures shoppers feel secure while completing their transactions.

5. No Social Proof in the Cart

There were no customer reviews or ratings visible during checkout. Social proof is a powerful tool to reassure shoppers that others have had positive experiences, reducing hesitation and increasing their likelihood of completing the purchase.

How We Optimized the Checkout Experience

1. Added Free Shipping Information

We included a clear and highly visible message at the top of the cart section to inform shoppers about free shipping. This reduces hesitation and encourages customers to complete their purchase.

2. Introduced Scarcity Messaging

To highlight the value of limited-batch products, we added a scarcity element under each cart item. This motivates shoppers by creating a sense of urgency.

3. Clarified Total Costs

We added microcopy under the checkout button to transparently display the total cost of the purchase, including delivery and taxes. This reduces anxiety about unexpected charges.

4. Displayed Trusted Payment Icons

At the bottom of the cart, we included trusted payment processor icons. These icons build trust and reassure shoppers about the security of their checkout process.

5. Added Social Proof

At the very bottom, we displayed the average star rating and the number of satisfied customers. This acts as strong social proof, giving shoppers confidence in their purchase.

Results

After three months of testing and implementing the changes, Gentcreate saw measurable improvements in their store performance:

12.1% Reduction in Cart Abandonment

The optimizations addressed key barriers that caused customers to hesitate, leading to fewer abandoned carts.

10.3% Increase in Overall Conversion Rate

By creating a smoother and more transparent shopping experience, more customers completed their purchases.

These results show how focused, data-backed adjustments can improve the customer journey, remove obstacles, and boost sales for online stores.