Optimizing Customer Conversions

A customer journey mapping project was done for a leading online beauty retailer to improve the conversion rate of website visitors. Key activities included identifying key customer personas, mapping their respective journeys across all touchpoints, identifying customer drop points and optimize interactions at these drop points. Successful completion of the project resulted in an annual benefit of $1.3 million USD by improving the conversion rate from 1.8% to 3.1% and by reducing the cart abandonment rate from 68% to 52%.