Description
Context: The Challenge of WhatsApp as a Sales Channel
Havan operates a sales channel through WhatsApp integrated into its e-commerce platform. However, this channel incurred high operational costs due to the fee per interaction within the app, which was $0.15 per click. Despite its potential, the channel was predominantly used for inquiries rather than conversions.
Given these challenges, I analyzed the process and identified a low-effort, high-impact solution to address the issue.
Steps Taken:
Understand the user context and business area.
Investigate the purchase flow through WhatsApp.
Explore omnichannel support options.
Implement and monitor the solution.
Understanding the Problem
To fully grasp the existing purchase flow via WhatsApp, I conducted several test purchases and interviewed stakeholders, including sellers, to identify pain points from their perspective. The goal was to understand the needs of two distinct user profiles:
1. Users seeking answers to questions on the website.
2. Users intending to make purchases via WhatsApp.
WhatsApp as a Sales and Customer Relationship Tool
WhatsApp has become a key tool for businesses to engage with customers. However, its use extends beyond customer support. According to a study by Panorama Mensageria Brasileira:
79% of users use WhatsApp to ask questions or request information about brands, products, and services.
69% use it for technical support.
55% accept promotions.
53% make purchases.
Another study by WeON revealed that commercial messaging via WhatsApp grew by 251% in Q1 2021 compared to Q1 2020.
Why Do Customers Choose WhatsApp?
In Havan's context, customers primarily use WhatsApp for high-value purchases due to uncertainties about product specifications and compatibility. For example:
"I’m not sure if this washing machine will fit in my laundry room."
— Interviewed Customer
This highlights that customers often seek reassurance before committing to such purchases.
The Solution: Segmenting User Flows
To address both user types—those with questions and those ready to buy—I segmented the flow into two distinct paths:
1. Users with Questions:
These users are redirected to a free chat service instead of WhatsApp, reducing costs for the company.
2. Users Ready to Buy:
Instead of being sent directly to WhatsApp, these users are redirected to a dedicated page explaining how to complete their purchase step-by-step. This page also includes guidance on verifying the official business number, enhancing security and trust in the process.
Results Achieved
The project went live on May 12, 2022, and delivered significant results within just one month:
86% Reduction in Misrouted Support Requests: By redirecting question-related inquiries away from WhatsApp.
Annual Savings of R$91,804.08 in Click Costs: By minimizing unnecessary interactions on WhatsApp.
Over 200% Reduction in Non-Purchase Clicks: Streamlining user flows reduced irrelevant clicks significantly.
18% Increase in Purchase Intent via WhatsApp: Clearer guidance and segmentation boosted conversions.
Presentation screen of the project results, which went live on the website on May 12, 2022.
Conclusion
This project demonstrates how understanding user behavior and segmenting flows can lead to impactful results with minimal effort. By addressing both user needs and operational inefficiencies, we achieved substantial cost savings while improving customer experience.
This case exemplifies how strategic UX design can deliver measurable business outcomes, proving that even small changes—like altering a button's functionality—can have significant impacts.