While I was working on a journal study for a cart abandonment email series, I noticed a pattern emerge during the moderated interview sessions. When customers were asked to visit the site and talk through their experience, they had trouble finding what they were seeing in the email. In addition to that, because they had a coupon to use, they continued to search around the site because they didn’t want to miss out on a great deal.

I came up with the idea of an email landing page as a way to solve the problem of customers' not being able to find products from the email.

The landing page pulls in the same hero image as the email to create a cohesive look and feel, while the content sections below, surface the products being displayed in the lifestyle image. The intent was to create faster pathways to the product details – price, reviews, options, etc. In addition to that, all of the products are on sale, tieing into the promotional aspect of the email.

The personalization sections, both the customer’s cart section and recommended products section ( based on past purchases, list items, and recently viewed ) help solve the customer problem of not having anything of interest to use their coupon on.

RoleUX Designer Date2019 OutcomesIncreased conversions ———Increased add to carts –––––Decreased bounce rate