Бутик e-commerce (мода)
Velvet Row
Ясность в корзине для международных покупателей
Международные покупатели сомневались на последнем шаге: пошлины, окна доставки и стоимость возврата были недостаточно видны заранее. Решение не новый платёжный провайдер—а ИА в корзине и спокойнее обработка ошибок.
Контекст
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.
Ограничения
No change to core payment processor; improvements had to be presentation and timing.
Mobile-first: most international sessions were phones.
Исследование
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.
Подход
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.’
Поставка
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.
Итоги (ориентиры)
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