E-COMMERCE

E-commerce goods company that identify as “the leading source of contract, sports, and commercial flooring”.

MY ROLE

CRO UX/UI Analyst & Designer

As the CRO UX/UI Analyst & Designer I:

  • use analyses to identify top testing opportunities and testing pipeline

  • design pages using data and design best practices to increase conversions and provide users with a seamless shopping experience.

  • lead and organized brainstorming workshops

  • validated concepts through user research

  • supervised design deliverables by other team members

Multiple iterations of Request Pricing Page

THE PROBLEM

  • Increase Overall Conversions. Having recently rebranded, the client wanted to increase traffic to site and increase conversions through a heavy A/B testing, implementing, and retesting cycle.

  • Improve the User Experience. The client was highly invested in creating the best user experience possible to match the luxury site and feel.

THE PLAN

INCREASE OVERALL CONVERSIONS

I conducted a site survey (700+ respondents) showing 44% of users cited needs for “improved navigation, search, filtering, and UX”. I also ran a user test with 15 participants that further provided us with valuable information about the website such as “unclear call-to-actions” and “request pricing page is too long”.

IMPROVE THE USER EXPERIENCE

I Implemented UX/UI best practices such as adding a call-to-action to the homepage.

  • Client did not have CTA on homepage that was likely leading to missed conversions

  • Product pages did not contain page title, page description, or CTA, also likely leading to missed conversions

    • Introduction of A/B test to gauge performance

OVERALL RESULTS

  • After A/B test pSignificant increase in conversions post CTA implementation from 4.68% to 10.73% within 6 months.

  • Reduction in average product pages bounce rate from 66% to 55% in 6 month time frame

  • Increase in conversion rate from 4.68% to 10.73% within 6 months.

This is an on-going engagement and over the course of a year, I have conducted 15 A/B tests, with the most significant being a redesign of the Contact Us and Request Pricing pages that resulted in a 35% lift in overall conversions.

View Mockups