Highlights
AOV Increase on mobile devices
$
1
Year 1 - Conversion Rate Increase
1
%
Year 2 - Conversion Rate Increase
1
+%
Revenue Increase
1
+%
Ann Njuguna
Junaid Ahmed [Developer]
ECommerce Store
This is a US based eCommerce business that sells light therapy products.
They needed to understand their attribution model performance better, which would help their marketing team allocate campaign resources in a better way.
Website audit revealed the obvious UX challenges that the website had.
Video recording analysis and heat maps revealed user behavior on the website, where people were dropping off or struggling with the shopping, which important elements are not obvious to clients or are far from reach, how efficient the checkout experience is, and how easy it is for clients to make a purchase.
Data analysis helped us confirm exactly where the pain points were along the shopping funnel and know the sequence of events that users who made a purchase interacted with. Furthermore, we were able to understand the attribution model and choose the best for the business’ marketing team.
Low AOV on mobile devices. The mobile device users didn’t have a lot of confidence in making huge purchases and besides that, there was a high number of users who never added an item to the cart despite the mobile device users being 20% more than the desktop users.
Added the most important elements above the fold on the product details pages for mobile device users, such that they could find everything they needed to find. These were:
The image gallery
Product name
Rating
Product price
Floating add to cart
Financing Options
Low eCommerce conversion rate, high percentage drop off at the product details page and high cart abandonment.
Improved on above the fold items to make the most prominent ones easily accessible.
Made it easy for users accessing the information pages e.g. blog pages navigate to the shop page.
Showed the main product description in bullet point to make it easy for users to scan through.
Improved the image gallery to show visitors images of the product and also the product in use.
Made the FAQ pages easily accessible by moving the section introducing the FAQs further up the page.
Poor shopping experience (it wasn’t clear where to start), trust related issues, and also the quality of traffic.
Improved the home page to give users more information on what the website offers e.g.
Added a few images to demonstrate the before and after services.
Added Google Reviews and Testimonials from the existing clients.
Added a page dedicated to the organisation’s portfolio of past services done for some of their clients.
Added video testimonials to the website.
Added descriptions along the shopping experience to guide users on what to do next.
Introduced emails for abandoned carts.
Improved the pricing page to encourage users to go for subscriptions instead of the one-time service option.
Analysed the website traffic and advised the marketing team to improve on the traffic sources that were struggling. These were Organic Search & Email channels.
The website was not mobile friendly and a good number of visitors didn’t understand what the the website was selling, hence, a high drop off at the home page and product detail pages.
We improved the home page to focus on what the website is about, the categories, portfolios and existing clients.
Improved on client support by introducing help section on the website.
Improved the image gallery on the category and product details pages to show the product in a variety of colors.
Improved the product details page to show the main features in bullet points.
Added guarantee messages, customer reviews and visual testimonials of happy clients wearing their products.
Added a free shipping incentive for users who spent at least $800 per purchase.
Introduced a shipping app which calculated the cost of shipping based on a user’s location to give users as much information as possible about their expected shipping and also the estimated delivery time.
Added floating add to cart and checkout buttons.
Steady increase in AOV since December 2019.
AOV for mobile users increased from ~$800 to ~$1,400+.
eCommerce conversion rate increased from below 0.50% to 0.70%+.
Between the years 2020 and 2021, the eCommerce conversion rate increased by 90%+.
25%+ increase in revenue.