Helped new eCommerce store increase sales
Challenge
A new national eCommerce store specializing in interior decor wanted to increase sales in a low-cost way.
Approach
Moderated usability tests for real-time observation and immediate questioning of users
A task analysis was conducted to interpret the results of the usability tests
Website data provided insights into users' behaviours on a larger scale
Conducted a website analysis of the company and its competitors to assess market positioning
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 match their items correctly. This was a concern because it could lead to user frustration upon delivery. The task analysis identified the root cause of this issue, leading to the development of a hypothesis: the product pages were missing vital information.
A 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