We established a cohesive design system, incorporating brand guidelines, and developed UI screens. Usability testing and iterative improvements followed, with a focus on analyzing data for enhanced conversion rates.
The project involved redesigning specific pages, notably the product and checkout pages, to address high dropout rates. Beginning with an initial audit and analysis of Google Analytics and user sessions, we pinpointed the issues. Collaborating closely with the client, we conducted workshops, ideated solutions, and created wireframes.
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The page changes its navigational structure on the product page (the menu disappears), making it hard for people who want to check the price first and then do some extra research. The 'Add to basket' button does not stand out; it's hard to notice.
The description part is very text-heavy, hard to read, and nothing is highlighted there to lead the user's attention. The description is filled with technical details except for real benefits. The users cannot define the quantity of the products they want. Grouping and structural differentiation are missing – the product info and checking out should be somewhat separated.
The benefits of the money-back guarantee and the product's benefits do not stand out, and they are both very deep in the site (far below the fold). They also blend into the rest of the content.
This unnecessary intermediate screen doesn't provide information or anything valuable for the user. This unnecessary intermediate screen doesn't provide information or anything valuable for the user.
VAT and Shipping changes as per the country that the user selects later. At this point, the user has expectations towards the pricing, and at the next step, the total amount might change.
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Login and coupon options get lost due to the lack of hierarchy and the amount of information on the page.
The entire page is unstructured and has a lot of information without a visual hierarchy. The users can easily get lost. The users need to understand why they must fill out so many inputs – the context surrounding this is missing.
The effects of applying for a tax exemption or entering a country are not immediately visible to the user - the final price is far below the fold and needs the user to scroll to the bottom of the page.
The payment section does not communicate trust and reliability to the users.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Increase in the conversion of the cart process
Software used
Test types
we used an avg. of 1,200 participants per test
Through strategic conversion rate optimization efforts, we achieved remarkable results. By streamlining the user journey and eliminating the intermediary cart step between the product page and checkout process, we realized an impressive 78% increase in the overall conversion rate. Moreover, our UX optimizations alone led to a significant boost in the final checkout rate, elevating it from its initial 0.4% to a remarkable 9%, underscoring the impact of user-centric design on driving successful outcomes.
