After looking into the business and communication with the owners we identified the main requirements:
Focus on the income growth
Quick implementation of UX/UI solutions
Testing and measuring of the results of the solutions
Ongoing development of the project
This is why the ESR approach was chosen.
ESR (Evolutionary Site Redesign) is step-by-step interface improvement using CRO (conversion rate optimization) principles with the aim of boosting revenue. The main advantage of this approach is that all the changes are based on analytical data and are confirmed by A/B tests, which minimizes risks and makes investments in the interface insignificant (and recaptured in a short time).
We explored website analytics and business area, found interface mistakes, prioritized them and created hypotheses for their elimination.
UX audit results:
91 pages of the report
54 mistakes that were found and recommendations on how to fix them
120 hours of UX-expert work
Formation of hypotheses
In the course of the Intertop project over 30 hypotheses were generated, and then the key ones were selected for further work. A UX designer suggested new solutions and options of elimination of interface errors, while moving iteratively. Each solution was tested, or its effectiveness was evaluated, and Google Analytics KPIs before and after its implementation were compared.
Search function optimization
Why did we identify this task as a priority?
In accordance with analytical data, 3% of the website visitors (around 60 000 people per month) used search actively. This is a rather large segment of the audience loyal to the brand, whose conversion was 6 times higher than among other users.
We studied search queries frequently entered by users
We checked the implementation on the website and identified a number of problems:
Search query categories were not loading
Incorrect search results were displaying
There was no quick entry to goods categories
We worked out a search algorithm according to what users were looking for
Unnecessary steps before the cart
The button “To the cart” on the cart page for adding additional items
Characteristics that are not matching product are displayed.
A complex multi-step path to the page
Too many fields
Non-intuitive choice of delivery and payment options
No error hints for input fields
Non-informative Thank You page, etc.
The transaction rate from search increased by 74.64%
We shortened the way to the cart to 1 step
Cross-sell elements were added
Product kits were worked out
We emphasized the price and the button “Proceed to checkout”
A/B testing results
The user path to Checkout page was shortened
The page structure was optimized
We created a more intuitive interface
Conversion Rate increased by 54.68%
The results after 1 year
During one-year-long cooperation with Intertop we redesigned their main website page through several iterations, optimized the search on the website, as well as the process of reserving products, and other pages. Testing of new hypotheses and introduction of step-by-step changes are also planned.
Having eliminated only the problems that were out in the open, we have already received good results:
Conversion rate was increased by 55.4%.
ARPU grew by 71.43%.
Checkout process conversion rate increased by 128%.