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How UserReplay saved 12 ecommerce clients a total $86,247,000 in annual revenue

How UserReplay saved 12 ecommerce clients a total $86,247,000 in annual revenue

Olly Meakings
13th August 2020

$247,000 revenue lost because of a button colour. $16,000,000 lost because of token expiry. Here’s some real examples of issues UserReplay’s always-on AI identified and alerted customers of.

UserReplay uses AI to record, analyze, and segment over 2.5 billion user sessions a month.

Here’s how identifying complex hidden issues for 12 of our clients led to saving over $85,000,000 in annual revenue. All examples are real UserReplay customers and UX issues, but their company names have been removed.

Global Toy Retailer – Credit Card Declines

The Discovery

UserReplay alerted there were an unusual number of Credit Card declines per day. Some session replays showed multiple declines in a single session. Supported by feedback received from customers .

The Issue

Development team used the technical data in UserReplay to identify that this was an issue with a backend call failing to trigger an authentication call between 2 back-end systems.

The Value

UserReplay revealed that, on average, 40 users were impacted per day which translates to a revenue improvement opportunity of $1.5M per annum.

Global Toy Retailer – “Submit Order” Button

The Discovery

UserReplay’s machine learning discovered a segment of users who were making multiple clicks on the “Submit Order” button and not able to complete their order.

The Issue

UserReplay session replays revealed the button inactive as frustrated users tried to place orders. UserReplay’s data revealed this affected Internet Explorer users most but was not totally exclusive to that platform. 

The Value:

UserReplay revealed that the conversion rate for customers impacted by this issue was reduced by 40%. UserReplay’s monetization analysis showed that fixing this could lead to 83k additional orders per annum and a revenue opportunity of $5.6M per annum.

Luxury Retailer – Problem Placing Order

The Discovery

UserReplay’s machine learning algorithms discovered a segment of users who were getting an error message saying “Problem Placing Order” when they attempted to pay and complete their orders.  Many of these users would end up abandoning before they completed their purchase. 

The Issue

The client technical team were able to review UserReplay session replays to reproduce the error and use the technical data in UserReplay to identify a technical problem in their back-end systems. 

The Value

UserReplay’s monetization analysis revealed that the checkout conversion rate for customers impacted by this issue was only 14% compared to the normal of 53% and showed that fixing this technical issue could lead to additional revenue of $1.2M per annum.

Large Online Retailer – Re-prioritized Technical Error

The Discovery

UserReplay’s analytics revealed users being impacted by a technical error message deep in their checkout process that was impacting on their ability to convert. 

The Issue

The retailer’s technical team were aware of this error but did not think it was impacting many customers and was not important to fix. UserReplay’s analytics revealed that it was having a significant impact on conversion so the error was re-prioritized by the technical team as of high importance to fix.

The Value

UserReplay revealed that users who got this error had a much lower propensity to convert. Also, only 8% of these customers reported the error via the website or looked for a customer services telephone number. UserReplay’s monetization analysis revealed that fixing this error could lead to a revenue uplift opportunity of $45M per annum.

Leading Homeware Retailer – Button Color Conversion Issue

The Discovery

UserReplay’s machine learning algorithms discovered a segment of users who were repeating the delivery address step multiple times and not converting.

The Issue

UserReplay session replays showed that many of these users were failing to see the button to lookup their address based on the information they entered.  If they then tried to go to the next step, an error message would be returned. Because the ”Address Lookup” button was grey, it did not stand out as an actionable button. Many customers did not realize they needed to click on it. 

The Value

UserReplay’s monetization analysis revealed that the conversion rate for customers impacted by this issue was reduced and that fixing it could lead to additional revenue of $247k per annum.

Leading Online Retailer – Poorly Worded “Out of Stock” Error

The Discovery

UserReplay’s machine learning algorithms discovered a segment of users who were repeatedly seeing ”Out of Stock” errors on the cart page. 

The Issue

UserReplay session replays showed that this particularly impacted users with multiple items in their basket. The message told them that a product was out of stock, but did not pinpoint the specific product. Hence, customers would need to remove each product in turn to find the one that was actually out of stock. 

The Value

UserReplay’s analytics revealed that the checkout conversion rate for customers impacted by this issue: only 1.7% of affected users managed to purchase. UserReplay’s monetization analysis calculated that fixing the issue would lead to additional revenue of $1.3M per annum.

Online Pharmacy – Token Expiry

The Discovery

UserReplay’s analytics revealed that a number of visitors to the payment page were seeing an error stating that a token had expired because they had taken too long in the checkout.  

The Issue

If a user takes longer than a defined period to finish their order, the session would be timed out. However, it was not made clear to the customer how long they had to do this.  Also, the wording of the error was not clear. Potential solutions included lengthening the timeout and improving the information provided to customers about the time limit.

The Value

UserReplay’s monetization analysis revealed that the conversion rate from payment for customers impacted by this issue was reduced  to 82% from a normal of 91% and that fixing it could lead to additional revenue of $16.7M per annum.

Sports Retailer – PayPal Express Failures

The Discovery

UserReplay’s analytics revealed that users using Paypal Express had much lower propensity to convert. 

The Issue

UserReplay session replays showed that users trying to pay with this payment method were met with “Payment could not be processed” errors or generic server errors. This was caused by issues with communication to third party payment providers.Other payment methods such as “Masterpass” and “Amazon” also suffered. It was decided to remove a number of payment methods from the site.

The Value

UserReplay’s monetization analysis revealed that the conversion rate at the payment step for customers impacted by this issue was reduced to 72% from an expected 85%. UserReplay’s monetization analysis showed that fixing this issue would lead to additional revenue of $3.5M per annum.

Major Fast Food Company – Technical Problem at End of Checkout

The Discovery

UserReplay’s conversion analytics revealed that there was a large amount of abandonment at the end of their food ordering funnel and then not converting.

The Issue

By drilling-down in UserReplay’s conversion funnels, it was clear many customers were being sent back to the initial postcode entry screen from the payment step. Through investigation of UserReplay session replays – and the technical detail behind them – it was discovered that a sudden re-direct back to the postcode entry page was happening when the user attempted to submit their order. The client’s development partner was tasked to investigate and urgently find a technical fix.

The Value

Almost 300 customers a day were being affected by this issue. UserReplay’s monetization analysis revealed that they only converted at 48% at payment rather than the expected 81%. Annual revenue impact of this issue was $1.7M per annum.

Large Fashion Retailer – Fraud Analysis

Requirement

This retailer wanted to be able to identify potentially fraudulent activity on the website and be able to block deliveries being made to accounts that have been compromised, before the product is sent.

The solution

UserReplay captures a rich set of data about every individual customer’s online interactions. Custom reports that provided details of potentially fraudulent customer sessions were created. These reports looked for behaviors such as many failed login attempts. The reports were run on an hourly basis and analyzed by an off-shore team to pinpoint fraud from genuine user error. Accounts that had potentially been compromised were then disabled and deliveries stopped.

The Value:

The value of reducing losses through preventing deliveries to fraudulent customers is estimated at $2M per annum.

Ferry Booking Company – Mobile Conversion Issue

The Discovery

UserReplay’s analytics identified a drop in the booking conversion rate for users on mobile devices. 

The Issue

The technical team were able to use UserReplay’s session replays to reproduce the issue. The deep technical data behind these replays showed that an authentication cookie was unintentionally being cleared by the web-booking engine on mobile devices. The team were able to quickly understand the root of the issue and solve it.

The Value

UserReplay’s monetization analysis revealed that fixing this ensured they could leverage additional booking revenue of $1.4M per annum.

International Cruise Line – Usability at Payment

The Discovery

UserReplay’s analytics identified a segment of customers who were repeating the payment page multiple times and could not complete their booking.

The Issue

Replaying some of these journeys in UserReplay revealed that users did not realize they had to click an additional button to confirm their payment method. In confusion, they would loop back to the previous step and try again – sometimes multiple times.

The Value

UserReplay’s analytics revealed that only 26% of customers who reached the the payment step actually clicked to confirm their payment method. Normally it would be expected that at least 70% of customers should do this. UserReplay’s monetization analysis revealed that if this simple usability flaw could be fixed, it could be worth additional booking revenue of $3.6M per annum.

Major Airline – Error When Confirming Booking

The Discovery

UserReplay’s analytics identified that some customers who tried to submit their booking were being presented with a generic error page rather than a confirmation page.

The Issue

UserReplay’s analytics was able to reveal 2 specific error messages that were presented on the generic error page most for these customers. The technical team who run the booking engine were able to reproduce the issue using UserReplay session replays and see detailed technical information behind these replays to help with their troubleshooting.

The Value

UserReplay’s monetization analysis revealed that conversion rate at the last step of the booking funnel was 46% for the affected customers rather than the usual of 85%. If resolved, this equated to a potential online booking revenue uplift of $2.5M per annum.


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