Challenge
Intertop goals 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 Risk minimization Ongoing development of the project
Solution
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). Usability audit 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. Example #1 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. Step 1 We studied search queries frequently entered by users Step 2 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 Step 3 We worked out a search algorithm according to what users were looking for Example #2 Cart optimization Mistakes detection 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. Example #3 Chekout optimization Mistakes detection 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.
Results
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%.
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