<ul><li>Users struggle to locate their saved items and are unclear about the next steps after saving a product. This lack of clarity leads to abandonment of the feature and, ultimately, a reduction in conversions.</li><li>The “Save for Later” feature is unintentionally replacing the Add to Cart function for some users. Instead of adding products directly to the cart, users are opting to save them for later, which delays or halts the immediate purchase process. This substitution disrupts the traditional purchase funnel and negatively impacts conversion rates.</li><li>The drop-off between Add to Cart (15%) and Checkout Initiation (10%) suggests that users face friction when advancing to the checkout stage. This may be due to unclear messaging, lack of transparency in pricing (e.g., hidden shipping fees), or complicated steps that discourage users from completing their purchases.</li><li>These insights are just the beginning of enhancing the user experience and optimizing conversions. There is always room for improvement in the user journey.</li></ul>

A New Button, A Big Problem: What Happened?

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