Enhancing eCommerce Conversion
Strategic Benchmarking to enhance purchase journey
A popular jewelry eCommerce company launched its first website but the site failed to get the conversions the company expected within the first year. The overall conversion rate for the site was below 1% indicating inherent issues in the user journey.
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Through data analysis we discovered drop off percentages were around 84% by the second page and only 0.36% of all users from the homepage followed through to the checkout page.
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I conducted an expert audit of the site to evaluate the purchase journey's pain points and benchmarked those against leaders in the industry. I conducted strategy workshops with key stakeholders to create a new design direction inline with the brand. I created wireframes for the new site and collaborated with UI to ensure user and business needs were met.
What I did
Data Analysis
To find patterns in user behavior online to understand where users are dropping off.
Expert Audit
An expert anlaysis of the landing pages of the website to find what are the main pain points.
Benchmarking
Expert assessment against key competitor’s eCommerce websites.
Strategy
Collaborative ideation sessions with key business stakeholders to develop a design strategy.
UX Design
Consolidating findings we redesigned the website to optimize the online purchase journey.
The Results
Through data we learned that a high volume of the audience arriving on the website was not the same as the target audience. The expert audit revealed the online journey was a very different brand experience compared to in store.
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Strategic workshops with key stakeholders allowed us to define the goals, objectives, vision, brand strategy, challenges and KPIs of both the business and product.
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In the final designs we simplified the navigation by removing unnecessary sections, added striking brand videos for an improved storytelling element, as well as added components throughout to help provide options to explore the products depending on categories, building user trust by guiding them in making an informed purchase decisions.
*Images hidden to protect client confidentiality
