39% lift in conversion rates by implementing the data-driven best practices
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About
The client’s brand specialises in creating skincare products using hemp-derived CBD and other natural ingredients. Their line of products is designed to address various skin concerns, from dryness to acne and ageing. The brand is committed to using sustainable practices, including eco-friendly packaging and ingredients, to reduce their impact on the environment. The brand is dedicated to helping customers achieve healthier skin with their natural, effective products.
Problems we discovered
The beauty niche site was facing several challenges in converting visitors into customers. The main issues were:
Lower conversion rate:
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.
Poor product descriptions:
Unclear or inadequate descriptions made customers uncertain about what they were buying
Inadequate product information:
Important information, how to use the product, or care instructions, is missing, it can lead to confusion or dissatisfaction
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
To enhance the overall performance and increase conversions, we carried out a comprehensive optimization process that effectively tackled the problems faced by the beauty niche site. The following modifications were made:
Optimizing ‘Our Advantage’ feature benefit section:
The advantage section is added to product pages to highlight the unique features and benefits of a product, which can help persuade potential customers to make a purchase. By showcasing the advantages of the product in infographic form rather than being pure text, customers can quickly understand the USP and how it can meet their needs and solve their problems, which can increase the likelihood of a sale. Additionally, highlighting the advantages can differentiate the product from competitors and provide a competitive edge in the market.
Before
After
Optimizing "Ingredients added" section:
It allows customers to make informed decisions about the product based on their personal preferences, dietary restrictions, and allergies. Additionally, knowing the ingredients can help customers understand the quality and safety of the product, and whether it meets their standards for health and environmental concerns. By providing this information, companies can build trust with their customers and demonstrate their commitment to product quality and safety.
Before
After
How to use section:
The purpose of this section is to help customers fully understand and utilize the product to its fullest potential, which can enhance their overall experience with the product and increase customer satisfaction. Additionally, including a "How to Use" section can also reduce the number of customer service inquiries related to product usage and minimize the risk of product misuse.
Before
After
Bundle offer CTA:
Bundle offer CTAs are used in product pages to drive AOV and sales, increase customer satisfaction, and provide a convenient and cost-effective way for customers to purchase multiple products at once.
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 39% increase in conversions illustrated that users were responding favourably to the changes made, while the improved engagement metrics showed that users were more engaged with the website after the redesign. This provided useful insights into how different design elements could be used most effectively to encourage conversions.
Overall, this redesign project demonstrated that small alterations can have a significant impact on user behaviour and the overall performance of a website or app.
