I previously discussed in my article about using e-commerce showcases to influence different buyer profiles. These showcases keep people informed about the latest trends, styles, and market preferences. They enhance and broaden the horizon of available products while also informing about the latest offers and promotions.

However, there's a different focus for gift registry users, especially the host who aims to choose the right gifts for their big day. This is no easy task, as the host needs to add gifts that primarily reflect their taste but also consider how much their guests are willing to spend. It's not uncommon to see lists with few items added or hosts adding the same products already purchased by guests to gain credit. Often, they feel lost and don't explore the full potential of their gift registry.

In e-commerce, we use showcases, and one day I brought the idea to the Product Owner of plugging in a third-party service that already did this for our havan.com.br site. Although we had previously increased the number of registry sign-ups through the new gift registry design (also mentioned here: New Havan's Gift List), we didn't see significant changes in the number of products added. The Product Owner informed me that we would face technical challenges in plugging in a third-party service, and it would be far beyond the budget for the gift registry. After discussing, we opted for an MVP that is generating significant results in product additions and reducing created lists without added gifts.

How can we do it?

Avoid long and disorganized displays: Currently, a host needs to apply a series of filters to find a product they're focused on. But how can we present the right item if we present everything in a disorganized and long list?

Use a theme: We know that gift registries can have various options: wedding, birthday, anniversary, new home. Therefore, it's crucial to present products that make sense for these personas. A good example would be creating showcases for home areas for wedding and new home registry types. For instance: Dream Kitchen - with products from the Home Utilities, Electronics & Bed, Bath, and Table categories that relate to the showcase title's content.

Price range: Offering showcases with different price ranges can be an option to explore a wider range of gift possibilities, giving more flexibility to guests who don't want to spend as much. Example title: Gifts Under $50

Most added: Highlighting the most popular products can be an option to avoid a long journey for users with standard behavior of adding the same items. With the most added, we can prevent users from getting lost while searching and consequently adding products.

Combine possibilities: Combining these variables mentioned above can be an option to diversify showcase models and adapt to the reality of each type of gift registry. Example title: For the Dining Room up to $50

Optimizing Design Based on Preliminary Use

Using tools like Clarity to understand user behavior, we optimized what was necessary, reducing rage clicks and excessive scrolling on the first page of product addition.

Results

With the approved measures employed within the page, we've already obtained significant improvement results in the abandonment rate, which saw a 20% improvement, and also a 7% increase in the average number of products added. These numbers were achieved in just one month of implementing these changes.

Next Steps

We will be closely monitoring the upcoming chapters of this project, and I'll be sure to update this space with new information as it becomes available. Stay tuned for more insights and results as we continue to refine and optimize our gift registry experience.

The journey of improving our gift registry system is ongoing, and each iteration brings us closer to providing an exceptional user experience for both hosts and guests. As we gather more data and user feedback, we'll be able to make even more informed decisions and implement further enhancements.

Remember to check back here for future updates on our progress and the impact of these changes on our gift registry performance.