Online shop and its closest competitors
Online shop - one of the top 20 in the country
A series of UX tests were performed on the mobile version of their website, specifically the search and order process. Two direct competitors were also benchmarked for comparison.
CUSTOMER CHALLENGES:
To test the main client flow to find weaknesses and identify the successful solutions of competitors.
Research participants:
- 250 participants
- Live in a specific major city
- Equally divided between clients and non-clients
Issues IDENTIFIED
- Customers didn't often notice the product search filters, but when they did, they considered them clumsy and unusable.
- Customers sometimes failed to use functions due to their size and position.
- Page loading speed was harming usability. Customers clicked wrong buttons and links as new page items and sections were being loaded, moving page content down.
- Search function was ineffective on smartphones.
- Complex ordering flow consisting of many pages.
- Competitor research revealed good solutions for the organisation of product cards, excellent flow for quick orders without authorisation, and also various "looks excellent, works poorly" patterns and solutions.
Most of the identified problems were immediately fixed on the live website. Some others required additional time.
Results:
+24%
Conversion Rate
