Background

Kim’C Market is a a Korean online grocery that delivers the finest quality food and ingredients from Korea to your door. The online store has trouble with conversion rate, and customer retention.

This research plan focuses on discovering how new users purchase groceries online, the time they spend and actions they perform on each page while building a cart, viewing the cart, and the checkout process to determine what improvements are necessary to help people make purchases.

Research objectives

• Discover issues related to initial customer retention
• Find reasons for cart abandonment
• Discover pain points during a customer’s shopping experience journey
• Establish metrics regarding time, and the amount of users that abandon the shopping journey.

Business objectives

• Increase customer retention
• Increase conversion rate
• Reduce cart abandonment rate
• Increase the average order value (AOV)
• Improve customer satisfaction
• Improve sales figures

Methodology

For this research, I will be using a combination of quantitative and qualitative research techniques to determine the time taken for decisions on each page of the website

Through quantitative research, I will measure the average time spent on each page, along with the total time spent on the website from landing until checkout.

I will also be conducting qualitative research, such as usability testing and interviews, to gain a better understanding of the users' behavior and experience in terms of general shopping on the website.