Reduced Select membership cart drop-offs on Order Summary from 31.1% to 25.1% by designing a targeted removal confirmation modal that highlighted immediate order savings and annual value, driving a ~28% relative lift in Select purchase conversion (11.4% to 14.6%).

• The Problem:
  64.31% of users who added IGP’s Select membership on the product page removed it on the Order Summary screen before buying, missing out on conversions despite high initial intent.
• The Approach:
  By analyzing removal rates across cart values, we found drop-offs were highest on smaller orders (under ₹999) where users couldn't see immediate savings. After evaluating technical and margin constraints, we built a targeted confirmation modal that highlighted order-level savings and annual member value right when users tried to delete Select.
• The Outcome:
  23.4% of users retained Select after seeing the modal. Overall Select removal rate dropped from 31.1% to 25.1%, driving a 28% relative lift in final Select purchases (11.4% to 14.6%).

IGP is an Indian e-commerce platform for sending gifts like cakes, flowers, and personalized items for birthdays, anniversaries, and key festive occasions like Rakshabandhan. To improve customer retention and order frequency, IGP offers a paid membership called Select. For ₹99 a year, Select members get:

• 5% cashback on orders
• Free standard delivery
• 50% off fixed-time delivery
• 50% off midnight delivery

In July 2025, we added a Select promotion strip across the Product Detail Page (PDP), Home page, and Add-on sections to boost membership sign-ups. Initially, this looked like a massive success. Overall Select purchases went up by 83% (jumping from 81.7 to 149.9 daily purchases), and daily additions to cart from PDP shot up by 800% (79.5 to 716 daily additions).

• PDP Page View to Impression: 37% → 49% (+12 pp)
• PDP Daily Impressions: 26.4K → 39.7K (+50%)
• PDP Daily Additions: 79.5 → 716 (+800%)
• PDP Impression-to-Purchase: 0.8% → 2.22% (+177%)

When we tracked the cohort data over the following months, a clear gap emerged. While overall cart additions increased by 365%, the actual conversion from addition to purchase only grew by 5.5% on PDP (33.31% to 35.13%). We looked into the funnel data to see where people were dropping off:

• 64.31% of users who added Select from the PDP ended up removing it on the Order Summary page, and only 8% completed the purchase.
• In contrast, for users who added Select directly on the Order Summary page itself, 57.57% removed it and 34.26% went on to purchase.

Users were showing strong intent on PDP by adding Select, but changing their mind once they reached checkout.

Through internal discussions between the PM, myself, and our Product AVP, we framed two main hypotheses:

• Cart Value Sensitivity
  When a user has a small cart value, paying ₹99 for an annual membership feels like an extra expense. They struggle to justify the upfront cost against the immediate savings on that single order.
• Lack of Price Clarity on PDP
  The PDP strip was designed to maximize additions by focusing heavily on benefits, so it didn't explicitly highlight that Select was a paid annual plan or state the exact ₹99 price. Users added it thinking it was a free perk, only to remove it when they saw the line item on the order summary.

We couldn't easily validate Hypothesis 2 without calling customers directly, which wasn't practical at the time. However, we tested Hypothesis 1 against our order summary data by grouping removals by cart value:

• Cart value under ₹999: 2.81% Select removal rate
• Cart value between ₹1,000 and ₹1,999: 2.29% Select removal rate
• Cart value ₹2,000 and above: 1.68% Select removal rate

The data confirmed our hypothesis: most removals happened on lower cart values (under ₹999), where the immediate savings didn't clearly offset the membership cost.

We came up with three possible solutions and evaluated them against effort, technical limitations, and business feasibility:

Keep Select Perks Visible After Addition

• Idea
  Keep the Select banner visible on the cart page after adding, replacing the "Add" button with "Added" and displaying active savings to constantly reinforce value.
• Why we dropped it
  Technical and backend constraints. When Select was originally built, adding it required treating it as an individual cart item in order to pass through the transaction pipeline. Showing persistent perk cards without breaking backend cart logic would have required major refactoring across both frontend and backend codebases. We couldn't justify the effort against the expected impact.

Introduce a Low-Cost 3-Month Plan (e.g., ₹1 Trial Entry)

• Idea
  Similar to Swiggy, Zomato, or Zepto, offer a short-term or cheap entry plan so users experience benefits immediately without hesitating over an annual commitment.
• Why we dropped it
  Business margin impact. As a designer and PM, this felt like the most user-friendly solution. However, giving 5% cashback plus free delivery on a low-cost trial meant IGP would lose money on the very first order. The business couldn't absorb that cost per order, so we had to rule it out.

Add a Removal Confirmation Modal

• Idea
  Introduce a confirmation step when a user attempts to remove Select from the order summary, reminding them of immediate order savings and annual benefits before they delete it.
• Why we selected it
  This directly targeted the cost-to-value perception issue while remaining achievable within our tech stack and business constraints.

We designed the confirmation modal to give users a clear reason to pause and reconsider before removing Select.

• Immediate Order Savings at the Top: The top section explicitly showed how much money the user was saving on that specific order right now.
• Annual Value Context: Right below the order savings, we showed what an average Select member saves in a year to justify the ₹99 annual fee.
• Direct Copy: We used direct, persuasive copy in the modal header (sometimes referred to as "confirm shaming") to highlight what the user would give up by removing the membership.
• Visual Hierarchy: I arranged the layout around a clear visual triangle that directs primary focus to the main CTA: "Keep Select". .

The removal confirmation modal went live on April 13, 2026. Comparing data before launch (March 1 – April 12) and after launch (April 14 – May 31) showed clear improvements across the funnel:

• 23.4% Modal Retention: On average, 23.4% of users who attempted to remove Select ended up tapping "Keep Select" after viewing the confirmation modal.
• Drop in Select Removals: The overall Select removal rate on the Order Summary page dropped from ~31.1% pre-launch down to ~25.1% post-launch.
• Increase in Select Buy Rate: The conversion rate from adding Select to completing the Select purchase grew from 11.4% pre-launch to 14.6% post-launch (a ~28% relative lift).
• REMOVAL BY CART VALUE: CHECK IF YOU CAN ADD THIS DATA THAT WE TRACKED WHILE BUILDING THE HYPOTHESIS. REMOAL RATE BY CART VALUE.