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.
led 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
Significant 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.
