Gold customers currently make up 80% of our orders, while Platinum customers are driving a much higher AOV. How can we move Gold customers toward Platinum status?
Findings: Platinum customers most often go from Homepage to search results, looking for products like coats & gloves, before proceeding to the product detail pages for those products.
Recommendation: Highlight those key products higher up the funnel to shorten the path to conversion for all customers.
Findings: Diamond customers have a higher fallout after shipping information. When falling out, they go directly to the "contact us" page to read about shipping & return policies.
Recommendation: Consider adding & surfacing a return policy modal to the shipping page to retain those customers in the funnel.