Funnel Bottleneck Case Study: Google Merchandise Store

This case study addresses high drop-off rates in the Google Merchandise Store funnel, analyzing cart abandonment behaviors and proposing UX and trust-based optimizations.

Key takeaway: Even minimal layouts benefit from breadth. When in doubt, show more — not less — especially when storytelling is visual.

The Problem

• High cart abandonment (~70%)
• Drop-off at payment info stage
• Conversion rate: 0.01%–0.02%

Insights from Behavior Data

• High add-to-cart rates
• Drop-off at add_payment_info and add_shipping_info
• Referral/email traffic performs better
• Mobile users less likely to convert

Root Causes of Drop-Off

• No guest checkout
• Limited payment options
• Long forms, no autofill
• Low mobile performance
• Missing trust signals

Proposed Strategy

• Guest checkout, express pay options
• Autofill support and UX streamlining
• Progress bar and trust badges
• Recovery email with urgency trigger

How We’ll Measure Success

• Track funnel events: add_to_cart → begin_checkout → purchase
• Monitor conversion rate
• Goal: Reduce cart abandonment by 10%

The Impact

• Higher conversion with less friction
• Improved trust and experience
• Friction is costly. Optimization is opportunity.