How to improve the Cart Conversion rate?

How many clicks does it take to order on Blinkit and Zepto?

As a product manager, optimizing user journeys is one of the crucial aspects of your job.

Reducing the friction between a user and the checkout page is essential to drive more sales and reduce drop-offs.

Here's an article that calculates the number of clicks it takes to order something from popular websites: https://www.yarraweb.com.au/blog/how-many-clicks-must-your-customers-make/

Coming back to Zepto and Blinkit, let's see how many clicks it takes to order one item from the homepage (without using search)

Breakdown of clicks 👆

Blinkit user flow:

1. Open the app

2. Add product to cart

3. Go to view the cart

4. Click the place order button (Payment method set by default in Blinkit)

5. Make the payment
   

Zepto user flow:

1. Open the app

2. Add product to cart

3. Go to view the cart

4. Click the "Continue to Payment" button.

5. Select your payment method.

6. Make the payment
   

It takes 6 Clicks and 5 Clicks in Zepto and Blinkit from opening the app to placing an order. There's just one click difference between Zepto and Blinkit.

Since we don't have the exact drop-off percentage or conversion metric for these apps, I looked for other data points and found that the average cart abandonment rate across industries is around 70%.

Observation: This payment button not only reduces the click for the user but also will make the user proceed faster to payment. In turn, we can see a reduction in cart abandonment.

Now, if I had to summarize this finding and improve the user journey, this single feature that Blinkit uses reduces the friction between the user and the checkout page.

PS: Not telling you this feature will improve the conversion rate, but it is only to show how to think about user journeys and experiment with different flows.

Planning to teardown products or write new features for products. Let me know which one you'd like to see in the comments!