Increased conversion: e-commerce platform
The challenge:
An e-commerce platform was facing significant user drop-off and underperforming conversion rates throughout a critical user journey. This bottleneck was limiting growth and affecting profitability, requiring an immediate, data-driven UX intervention.
Our approach:
We focused on optimising the user journey and improving the onboarding experience to address the core issues. To achieve this, we developed and implemented a comprehensive research plan that included:
In-depth competitor analysis
Rigorous usability testing
User behaviour mapping
Data-driven insights extraction
This multifaceted approach allowed us to pinpoint pain points and tailor solutions that met the specific needs of users, ultimately streamlining their experience.
Outcomes:
Innovative UI enhancement: introduced a new UI element that significantly boosted the completion rate of the target user journey, directly addressing the drop-off issue
Streamlined user experience: by implementing improved guidance and support mechanisms throughout the journey, we created a more intuitive and user-friendly interface
Simplified posting process: our research uncovered key opportunities to streamline the item posting journey. By reducing friction points, we motivated users to list more items, thereby increasing platform engagement and inventory.
Data-driven optimisation: continuous testing and iteration ensured that each improvement was measurable and impactful, aligning with key performance indicators
Impact:
Our UX overhaul drove significant growth, improving user retention, conversion rates, and active listings. Notably, through design validation, we identified a UI entry point that resonated with users, boosting user journey completion rates by 15% within two weeks of implementation. This rapid improvement underscored the effectiveness of our user-centric approach.
The e-commerce industry's website sales value in the UK non-financial sector is £459.2 billion (ONS).