Data to decisions: My ux/ui strategy for boosting ATCR (add to cart rate) on medigo
1. Project overview
Project: Optimizing the Add-to-Cart Rate (ATCR) for Medigo
Medigo is an e-commerce platform specializing in pharmaceuticals and healthcare products, allowing users to conveniently purchase medicines online. Recently, the platform has experienced a decline in overall revenue. To investigate, I analyzed data using Google Analytics.
One key insight emerged: the Add-to-Cart Rate (ATCR)—the percentage of users who added a product to their cart after viewing the product detail page—was significantly lower than expected. This drop-off at a critical stage of the purchase journey suggested friction in the user experience.
Before
After
2. Problem Statement
In Q1 2024, I identified a potential issue in Medigo’s product performance by analyzing the Product Detail Engagement metrics via Google Analytics. Despite strong traffic and a healthy number of users reaching the product detail pages, there was a noticeable drop in engagement at the Add-to-Cart stage.
Key data points:
(Due to NDA restrictions, I'm limited in the amount of data i can share here)
Why I believe improving these metrics would drive revenue:
The Add-to-Cart rate is a leading indicator of purchase intent. If a user doesn’t add a product to their cart, they are extremely unlikely to complete a transaction. Increasing this rate means more users are moving further along the purchase funnel, which directly translates into higher chances of completed orders and, revenue growth.
Moreover, when users engage with a product page but do not take action, it often signals friction in the user journey—be it unclear CTAs, distracting layouts, or hesitation due to lack of trust.
3. Root Cause Analysis
To investigate the low Add-to-Cart Rate (ATCR), I analyzed the purchase journey data in Google Analytics for Q1/2024. Using the product detail view as the season start point (100%), the journey revealed a sharp drop-off at the Add-to-Cart stage:
Product Viewed: 41.2%
Add to Cart: 2.2%
Begin Checkout: 91.6%
Purchase: 54.5%
This means 97.8% of users who viewed a product did not add it to their cart, indicating a critical issue at the product detail stage.
Upon further UX/UI review of the product page, We identified several design issues likely contributing to this drop:
- Lack of promotional appeal: There were no visible discounts, bundles, or urgency cues.
- Missing trust signals: Information about return policy, shipping, or product reviews was either buried or absent.
- Weak visual hierarchy: The “Add to Cart” button lacked prominence, and the layout did not effectively guide the user toward action.
Hypothesis
Users are not sufficiently motivated to take action on the product page due to a lack of trust and urgency. Improving the clarity and appeal of value propositions—such as promotions and trust-building elements—may significantly increase the Add-to-Cart rate and overall conversions.
4. Solution Design
Before
After
5. Results & Tracking
To measure the impact of my design changes, I tracked key performance metrics using Google Analytics over Q2/2024. The improvements were significant across multiple engagement indicators:
Add-to-Cart Events increased from 28,432 to 32,699 (+15%).
Average Engagement Time on product detail pages rose from 1m47s to 2m08s.
Bounce Rate on product detail pages dropped from 13.41% to 9.12%.
These changes not only improved user experience, but also contributed to measurable business impact:
Revenue from the Medigo app increased by 15% in the following quarter, confirming that optimizing the Add-to-Cart rate at the product level had a direct influence on overall sales performance.
Improved Pharmacy List
Providing a clear and easy-to-navigate display of nearby pharmacies, enabling users to quickly find
Policy Section
increasing trust and reducing purchase hesitations.
Discount Label
Encourages users to add more to their cart to qualify for the discount, boosting average order value and sales.
Sale Tag and Freeship Label
Helping users quickly identify discounts and shipping deals, driving quicker purchase decisions.
Review Feature
The 5-star rating system, easy for user reviews, encourages more review submission and product trustworthiness.
Streamlined Product Page
By removing the "Consult a Doctor" feature, focusing user attention on the product details and purchase options, enhancing the overall shopping experience.