36% lift in conversion rates by revamping the upper portion of the product page
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About
This beauty brand has been dedicated to bringing premium, high-performance beauty products to the market since 2014. It is committed to creating products that are accessible to all and reflects its values of quality over disposable consumption.
All of the brand’s products are designed in Canada, and are created with the safety of even those with sensitive eyes or skin in mind. The brand works closely with its manufacturing partners to bring to market formulas that are 5-free, paraben-free, and formaldehyde-free.
The brand is constantly innovating and updating its product offerings to provide the best possible experience for its customers. The brand has you covered whether you’re looking for the perfect eyeliner or eyelash glue. With its commitment to quality, safety, and affordability, this beauty brand is a go-to for eye beauty enthusiasts everywhere.
Problems we discovered
The client was facing several challenges in converting visitors into customers. The main issues were:
Confusing User Experience:
The site had a confusing navigation structure, making it difficult for visitors to find what they were looking for and complete a purchase.
Low Average Order Value (AOV):
The site was not able to effectively communicate the value of its products to visitors, leading to a low AOV. This meant that visitors were not purchasing high-value items or multiple items in a single transaction.
High Bounce Rate:
The site had a high bounce rate, meaning that many visitors were leaving the site after only visiting one page. This was due to the slow loading speed and confusing user experience, as well as a lack of engagement and compelling content to keep visitors on the site.
Lack of Visual Appeal:
The site had a basic design and lacked visually appealing content, such as product images or video, making it difficult for visitors to understand the value of the products and become interested in making a purchase.
Overall, these issues resulted in a poor user experience and low conversion rates, which was hurting the business and its ability to effectively reach its target audience and generate revenue.
Our Hypothesis
By making several optimization changes to the site, including improving the visual appeal and ease of use, the site could increase AOV and reduce the bounce rate.
Our Solution
Dynamic Video Slider:
A GIF was added to the video slider instead of static images to make the page more visually appealing and engaging for visitors.
Before
After
Increased AOV:
To increase AOV, the site selected high quantity products as the default and optimised the pricing selector to highlight high-priced variants.
Before
After
Improved User Journey:
A drop-down colour selector was replaced with a readily available selection to make the user journey easier and more straightforward.
Before
After
With and Without Section:
A "with and without" section was added to show users how the liner looked before and after they applied it, making it easier for them to visualise the product.
Before
After
Sticky CTA:
A sticky CTA was added to the site, providing easy and ready access to the next step of the user funnel, encouraging visitors to take action and complete a purchase.
Before
After
Results
These results were a positive indication that the redesign was successful in increasing the overall user experience and encouraging users to take action. The 36% increase in conversions illustrated that users were responding favourably to the changes made.
At the same time, the improved engagement metrics showed that users were more engaged with the website after the redesign. Furthermore, A/B testing revealed an increase in conversion rate with some variations being more successful than others. This provided valuable insights into how different design elements could be used most effectively to encourage conversions.
Overall, this redesign project demonstrated that small alterations can significantly impact user behaviour and the overall performance of a website or app. We look forward to seeing similar success in future projects!
