Challenge

Although Rossmann had extensive traffic and customer data, they needed to better understand users' real experience across devices and during the checkout process. They wanted to analyze frustration points, optimize mobile experiences, and reduce costly drop-offs, especially at the moment users moved from browsing to buying.

Goals

• Understand customer behavior on web and mobile during the purchasing process Rossmann's primary analytical objective revolved around gaining insights into customer behavior on the website and mobile devices during the purchasing process. The aim was to map the customer journey behavior and ultimately enhance the digital experience, maintaining Rossmann's position as the most user-friendly online drug store.
• Translate post-purchase feedback into measurable behavior analysis The team aimed to combine satisfaction survey insights with behavioral analytics to better understand pain points and user expectations. This included issues such as long delivery times, visibility of unavailable products, and how clearly product filters and categories support the shopping experience.
• Build a shared strategy supported by behavioral data across teams The goal was to involve multiple departments, including Logistics, IT, and UX, in developing a unified analytical strategy based on real user behavior. By aligning insights across teams, Rossmann aimed to support continuous optimization efforts with shared data.

Our approach

Analysing the full purchasing path

Our analytical journey began with a comprehensive examination of customer behavior and expectations on the rossmann.pl website. We focused on the entire purchasing path to gain initial insights, starting from the moment customers entered the shopping cart page. This approach helped us identify when the cart was used as storage or as a wish list and when it became the starting point of the purchasing process, indicating the user's intention to buy. In other words: at what point does the user manifest purchase intention.

Behavior on product listing pages

Then we analyzed the traffic and users behaviors on the product listing pages. This allowed us to understand how customers become acquainted with the online store's offer and which elements of those paths may cause conversion drops (meaning places where frustration occurs).

Desktop vs mobile behavior comparison

To uncover the website's potential for growth in sales, we compared user behavior on product pages between desktop and mobile versions. This allowed us to pinpoint areas with the greatest business potential and opportunities for improvement.

Identifying the real moment of cart abandonment

In the next step, we looked at cart abandonment patterns. Repeated analyzes of e-commerce customers' behaviors have proven that the real moment of cart abandonment is completely different from the one we like to consider it to be. Such analysis allows you to save or convert advertising budgets allocated to retargeting campaigns.

Checkout flow and drop-off points

Lastly, we conducted a detailed analysis of the checkout process, a critical area often associated with frustration and customer drop-off.

Implementing quick wins

Our analysis of customer journeys yielded in many behavioral insights, subsequent stages of planning analytical activities and, our favorite, quick wins, which are swift implementations delivering immediate results.

What our client said

Prior to engaging with CUX, we evaluated alternative analytics tools. Yet, it was their profound expertise, robust support, and the advanced functionalities of the application that led us to establish a strategic and enduring partnership. Our collaboration is founded not only on trust but also on aligned business development initiatives, particularly our emphasis on prioritized endeavors such as mobile application tracking. - Tomasz Dylik, Head of E-commerce at Rossmann

Impact

Checkout conversion increased by 2 percentage points

Rossman aimed to optimize their checkout process to boost conversion rates. Analysis of visit recordings and heat maps revealed a significant issue in the payment process, where 40% of customers did not notice the button accepting the regulations. To enhance the customer experience, Rossmann decided to eliminate the need for logged-in users to deselect consent. After implementing this change, the conversion rate from choosing the delivery method to completing payment increased by 2 percentage points.

Frustration detected and resolved during ad campaign

Rossmann conducted an advertising campaign, focusing on free delivery. During the campaign, they noticed a discrepancy between user behavior and the expected engagement on the campaign landing page. Utilizing CUX analysis, Rossmann compared heatmaps with link maps to identify the source of customer frustration. They discovered that users were clicking on a non-clickable advertising banner at the top of the page. Swift action was taken to address this issue by changing the banner to a clickable one, and aligning it with user expectations. This proactive approach based on frustration detection resulted in an improved campaign performance.

Purchasing paths optimized with Conversion Waterfalls

By employing Conversion Waterfalls within CUX, Rossmann configured several crucial purchasing paths and addressed bottlenecks, especially in the checkout and cart stages, ensuring a smoother and more efficient customer experience.

Pilot programme launched for mobile app analytics

In collaboration with Rossmann, a pilot program for qualitative analytics of mobile applications on Android systems is set to launch soon. This innovative addition to CUX introduces a new module for analyzing mobile applications. The method involves autocapturing of events without imposing any operational burden on the client side of the application. This expansion showcases a commitment to staying at the forefront of technology for comprehensive customer experience optimization.

Focused, insight-led optimization

CUX proved instrumental in allowing the team to focus on specific data points rather than the entire customer journey. This precision in analysis enabled targeted interventions, driving improvements in conversion rates and overall user satisfaction.

What they said about us

So far, before implementing various new solutions, our UX team has tested them on prototypes and conducted qualitative research on a small, quantitative groups. This is a very time- and money-consuming process - from finding an appropriate company, through ordering research, preparing prototypes and interactive models, to collecting and analyzing data. However, in CUX we get data-backed answers to our hypotheses immediately. The additional value that CUX provided us with was the fact that we were under constant care. From PoC, through training, status meetings, to reports. We weren't thrown into the deep end with qualitative analytics. - Władysław Jaworski, E-commerce specialist at Rossmann