Introduction
This case study explores UI/UX enhancements aimed at optimizing conversion rates for a leading brand in outdoor family products. Known for offering versatile and high-quality solutions, this brand prioritizes ease of use and family-oriented functionality. The focus of this study is on strategic UI/UX improvements made to streamline the customer journey, enhance user engagement, and reduce friction in the buying process. These changes were crafted to meet the needs of a growing market of modern, on-the-go families and support the brand’s expansion into new international markets, including Canada, Australia, and the UK.
Challanges:
Improve site performance and overall sales.
Analysis:
Using data from Google Analytics and Microsoft Clarity’s heat map recordings, we closely examined user behavior to uncover key issues in the current site layout. Google Analytics provided insights into user flow, bounce rates, and conversion funnel drop-offs, which helped identify where visitors were exiting the site or hesitating to take action. Microsoft Clarity’s heat maps and session recordings also helped figure out increased scrolling on product pages suggesting that important information was not immediately available anywhere, which in turn led to the detection of cold spots on major call to action buttons.
As part of the practical work, in addition to the layout analysis the JS (JavaScript) errors were identified and eliminated which allowed us to enhance website stability across devices which in turn improved user experience. Microsoft Clarity also disclosed areas of dead clicks and rage clicks thus providing insights into users’ pain point or confusion. Integrating these features helped us eliminate some of the friction points as we provided clear instructions for the actions and incorporated better design elements into the site so as to streamline the user experience.
Such comprehensive evaluation helped us identify, among other things, where most product descriptions were located: at the bottom of the page, and why navigation was not efficient due to poor visual hierarchy. We were able to come up with these insights that formed the basis for the solutions implemented in the UI redesign since these were discomforts that needed to be addressed for one to enhance user engagement, reduce user frustration and make their experience better and more efficient.
Solution:
- UI Redesign: The new theme was designed to improve product presentation, simplify navigation, and provide a seamless shopping experience. Special attention was given to the product detail page (PDP) where each product’s USP was prominently displayed to help customers quickly understand its value. Additional sections were introduced to provide more visibility for important product details like specifications, informative videos and related products, allowing users to make informed purchasing decisions without leaving the page.
- Performance Optimization: DENT worked on improving site performance by addressing issues such as high LCP, blocking time and speed-index scores by reducing JavaScript errors, image optimization and by using third party service Videowise to render videos. Further code level optimizations were made to optimize script loading. These technical upgrades aimed to enhance user experience and reduce friction during the shopping journey.
- Conversion Rate Focus: Dent implemented strategies like clearer calls to action, easier cart functionality, and highlighted offers at checkout to reduce abandonment rates.
Results:
- Sales and Orders: Post-migration, CBC experienced a 22% increase in total sales and an 8% rise in total orders, signaling higher customer engagement and improved conversion rates.
- Marketing Effectiveness and AOV: A 16% increase in sales attributed to marketing efforts was observed, along with a 12% rise in Average Order Value (AOV). This indicated that the new theme was making marketing campaigns more effective, and customers were purchasing higher-value items, likely due to enhanced product presentation.
- Improved Conversion Rates: CBC saw a 22% increase in session conversions, showing the positive effect of the UI and performance improvements on the overall customer journey.
- Enhanced Product Information Accessibility: The introduction of sections that prominently highlighted product information and USPs contributed to an increased 13% in “Add to Cart” actions and a 9% rise in users reaching checkout. Customers responded positively to the clear and easily accessible product details.
- Technical Enhancements: JS errors decreased by 1.27%, contributing to a smoother user experience. Dead clicks also dropped by 0.45%, reflecting improved site usability.
