Challenge
The client’s e-commerce website for Retrofit Stainless Steel Weep Hole Covers was underperforming. Key challenges included:
- Low Sales: Sales figures were significantly lower than expected.
- High Cart Abandonment Rate: A large percentage of users added products to their carts but failed to complete the checkout process.
- Poor User Engagement: The website design failed to capture user attention and guide them towards the desired action (purchase).
Cause Analysis
We conducted a thorough analysis to identify the root causes of the website’s shortcomings. The findings revealed:
- Confusing Information Architecture: The website structure was cluttered and difficult to navigate. Users struggled to find the information they needed, leading to frustration and abandonment.
- Unclear Value Proposition: The website lacked a clear and concise explanation of the product's benefits and how it solved customer pain points.
- Uninspiring Design: The outdated and unappealing design failed to engage users and create a sense of trust.
Solution
To address the identified challenges, we implemented a multi-faceted website redesign strategy
Information Architecture Improvement
- Conducted user research to understand user needs and browsing behavior.
- Streamlined the website structure by removing unnecessary pages and organizing content logically.
- Implemented a clear and intuitive navigation system for easy access to product information, buying guides, and frequently asked questions (FAQs).
Wireframing
A wireframe outlining the website’s key sections was created and revised to ensure optimal user flow
UI/UX Design
A modern, simple, and user-friendly UI/UX design was implemented to enhance user engagement and encourage conversions.
Result
The website redesign yielded significant improvements:
- Sales Increase: Sales increased by 45%.
- Reduced Cart Abandonment: Cart abandonment rate significantly decreased.
- Improved Customer Retention: Returning customer ratio increased by 20%.
- Increased Organic Traffic: Organic traffic increased by 15%.
