E-commerce boutique (mode)
Velvet Row
Clarté panier pour acheteurs internationaux
Les acheteurs internationaux hésitaient à la dernière étape : droits de douane, fenêtres de livraison et coûts de retour pas assez visibles tôt. Le correctif n’était pas un nouveau prestataire de paiement—mais l’architecture d’information dans le panier et une gestion d’erreurs plus calme.
Contexte
The brand’s domestic flow was strong; cross-border was a minority of revenue but a majority of support tickets.
Legal required accurate duty disclaimers without turning checkout into a law textbook.
Contraintes
No change to core payment processor; improvements had to be presentation and timing.
Mobile-first: most international sessions were phones.
Recherche
We correlated exit pages with shipping method selection; hesitation clustered before payment when totals shifted.
Support logs were categorized: ‘unexpected fees’ vs. ‘timing’ vs. ‘returns’—three different copy strategies.
Approche
Totals communicate duty estimates earlier with links to policy; returns summary sits beside size selection prompts for international shoppers.
Error states explain what failed and what to try next—no generic ‘something went wrong.’
Livraison
We staged changes behind a feature flag by region to measure impact without risking domestic flows.
Transactional emails mirror checkout language so post-purchase anxiety drops.
Résultats (indicatifs)
Support tickets about surprise fees declined after estimates moved earlier in the path.
Cart recovery emails referenced the same language for consistency.
Stack & integrations
- WooCommerce checkout
- Regional shipping APIs
- Email templates