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e-commerce × Experimentation

Cutting cart drop-off

−2.5%cart drop-off · +₹65L a month
Target−5% drop-offAchieved−2.5% drop-off
Where
Online pharmacy · Apollo Health Co
Role
Product Manager
Context
Cart · A/B tested
  1. 01Metric & target

    Cart drop-off for ~300k users a month. Target: −5%.

  2. 02Strategy

    Test whether users will switch brands, using the existing out-of-stock suggestion feature, before building anything new.

  3. 03Problem

    Users left the cart after seeing delivery times.

  4. 04Root cause

    The brand they chose was slow to deliver, and faster equivalents were invisible.

  5. 05Fix & execution

    Suggested faster-delivering alternatives. A split by odd vs even phone numbers showed +12% add-to-cart before rollout.

  6. 06Result

    Cart drop-off down 2.5%, adding ₹65L a month.

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