Empowering Design Through Experimentation: Finisterre’s Mini-Cart Transformation

Born in 2003 from the needs of hardy British surfers, Finisterre makes enduring outdoor product for those that share a love of the sea. Since day one Finisterre has taken a pioneering approach to making better and more sustainable product, challenging and innovating, seeking alternatives to what has gone before.

Finisterre is committed to making informed decisions about impact on the environment and are constantly trying to push boundaries to make the best product possible.

In a bid to address rising abandonment rates impacting lower funnel metrics, our collaboration with Finisterre was geared towards enhancing conversions among prospective buyers. The decision to prioritise the revamp of the mini-cart stemmed from its crucial role in guiding user progression. An essential UX overhaul was identified as pivotal for propelling user progression and optimising the value derived from the recently launched product recommendations.

Data-Driven Design Proposal: Data insights and expertise informed a UX redesign that better aligned with user priorities and addressed existing customer challenges.

Phased Testing Approach: With a phased testing plan, we validated hypotheses, assessed impact and risks, and iteratively adjusted the design based on feedback from all teams.

Building Comprehensive Insight: Detailed tagging during testing phases provided key insights into user behaviour, enabling us to optimise the product recommendation feature for increased conversions and directly link strategic messaging to conversion rates.

Less Invasive Design: The updated design was less disruptive and contextually integrated, aiding user navigation and preventing premature checkout funnel entries.

Streamlined Conversion Messages: Streamlined messages, like payment methods and dynamic delivery updates, were seamlessly integrated for enhanced user engagement and increased effectiveness.

Product Recommendations: Clear differentiation of product recommendations led to higher average order values, balancing engagement with progression to improve overall metrics.

Impact: The outcomes showcased that the revamped mini cart not only eased the shopping journey but also instilled user confidence to advance further. This resulted in a 5% increase in conversion rates for users moving towards checkout and a 3% rise in units per order, contributing to a 3% boost in overall revenue per visit.