Verizon is a leading telecommunications company providing a wide range of services, including wireless, broadband, and digital solutions to consumers, businesses, and governments. With a strong focus on innovation, Verizon has built a reputation for reliable connectivity and cutting-edge technology, serving millions of customers globally. In its digital e-commerce space, Verizon aims to improve customer experiences and drive revenue by increasing conversions and optimizing the online shopping journey for various products and services.

The Problem

Verizon faced a challenge in boosting cart add conversions on its digital e-commerce platform, particularly in the product selection process. Many customers were exiting the product page or opting to skip additional product selections, impacting potential revenue. The need to improve conversion rates led Verizon to focus on understanding user behavior, identifying friction points, and refining the add-on experience to make it more engaging and valuable for customers.

The Solution 

In my role, I addressed these problems by leveraging Voice of Customer (VoC) insights and UX analytics to gain a deeper understanding of customer pain points and preferences. By analyzing customer feedback and on-page interactions, I identified areas of friction, such as decision fatigue and low engagement with add-on descriptions. Using these insights, I optimized the experience through improved design, clearer messaging, and more intuitive calls-to-action, guiding customers toward relevant product selections and enhancing the overall e-commerce journey.

The Role

I focused on analyzing user behavior, identifying friction points, and developing actionable insights to improve the digital e-commerce experience. I helped drive iterative improvements that increased engagement and enhanced the overall customer journey.

• I led the analysis of behavioral analytics and customer feedback to identify user behaviors, pain points, frictions, and opportunities for improvement 

• I synthesized insights from VoC data and user behavior patterns to understand where customers encountered friction or disengagement.

• I developed actionable recommendations aimed at optimizing the add-on selection process, refining calls-to-action, and clarifying product descriptions to increase customer engagement

• I collaborated closely with Product Managers and cross-functional teams to iterate on proposed solutions, refine designs, and implement UX enhancements.

• I led the testing efforts and coordinated the evaluation with optimization strategists, measuring their impact on key metrics like cart add conversions to ensure continuous improvement 

The goal of this project was to enhance the digital shopping experience on Verizon’s e-commerce platform by reducing friction in the product selection process, thereby increasing cart add conversions. Through data-driven insights and targeted UX improvements, we aimed to create a streamlined, engaging, and valuable journey for customers, ultimately supporting Verizon’s revenue growth and customer satisfaction.

• Session Recordings: Review any patterns or anomalies in user behavior and interactions with key pages 

• Conversation Analytics: Identify trends in questions or issues through chat or call transcripts

• Page Metrics: Compare specific segments such as those that Continue vs Exit, as well as different periods to confirm improvements or regressions 

• Heatmap Analysis: Identify any UX frictions and high/low engagement on elements 

★ Frictions

• Low engagement and high exit rates: Nearly half of the visitors to the LTE Plans page are not interacting with the page content, with many exiting without any clicks or taps. This suggests that users may not be finding the information they need to continue.

• High time spent without action: Users are spending significant time on the page (3 minutes on desktop, 1 minute on mobile) without taking action, indicating potential confusion or a lack of clear value propositions that would prompt further engagement.

• Decision paralysis: The absence of interactions combined with long on-page time suggests decision paralysis or information overload, where users are uncertain or hesitant about the next steps due to insufficient clarity or relevance in messaging.

★ Insights 

• Unmet information needs: Behavioral patterns indicate that customers may not be finding key information they’re looking for, leading to hesitation and eventual page exits. Providing clear, concise value propositions upfront could help address these unmet needs.

• Idle behavior indicates hesitation: Prolonged idle time on the page suggests that users might be indecisive or unclear about the benefits of the LTE Plans. This aligns with behavioral science insights where hesitation often signifies uncertainty or an unfulfilled need for reassurance.

• Psychological nudge to reduce exit intent: Implementing an exit intent modal can serve as a gentle nudge to re-engage users right before they leave, providing timely information that could address their concerns and motivate them to continue.

★ Pain points

Based on conversation analytics, I also observed patterns in customer questions and comments. Customers don’t want to commit long-term to a plan they are unsure about.

• Flexibility: Many customers ask if they can cancel the plan any time, if there is a trial period, if there are termination fees, or if there is a long-term commitment.

• Reliability: There are recurring questions are based on uncertainty regarding the speed not being advertised or not working out.

Based on the qualitative and quantitative research, I proposed the implementation of an exit intent modal which targets users likely to exit while also conveying key benefits that targets common pain points.

The exit intent modal showed a mostly positive impact, with up to a 20.2% lift in user engagement on the LTE Plans page.

When combined with other UX variants in a multivariate test, the modal achieved a 31% increase in “Continue” clicks, effectively reducing page exits and guiding users further along the purchase journey. 

These numbers are considered notable especially when considering it is targeting a segment that would have otherwise exited.

The intervention successfully targeted customers likely to exit and is implemented in production, helping to address user uncertainties and improving overall conversion rates by reinforcing the product’s value and nudging them to stay engaged.