A new national eCommerce store specializing in interior decor wanted to increase sales

Research Question
How to increase sales in a low-cost way?

Approach

  • Moderated usability tests allowed me to observe real-time shopping behavior and ask immediate follow-up questions to users.

  • A task analysis was conducted to better understand the usability test results and the reasons behind users' struggles.

  • Google Analytics and Shopify provided insights into users' behaviours on a larger scale.

  • Developed a hypothesis and prototype based on the collected data and validated it through A/B testing against the current version.

Impact

During the usability test, 66% of users failed to correctly match their items, which could result in frustration and an inability to use the products. The task analysis identified the root cause, leading to the hypothesis that the product pages were missing vital information.

To test this hypothesis, prototype was created and A/B tested, resulting in significant improvements:

  • Products added to cart increased by 64.41%

  • Average order value increased by 26.63%

  • Gross sales increased by 62.09%

The client was very pleased with the results and decided to adopt the prototype sitewide.

"I didn't even realize an hour passed because we were just connecting to each other and engaging in the topic."

- User feedback on our principal researcher