Client Project
desktop & mobile
E-commerce
Optimizing E-commerce UX
to Enhance Conversion and User Retention
ROLE
User Research
Web Design
User Experience Design
TEAM
1 Project Manager
1 Marketing Manager
1 UX/UI Designer
1 Developer
TOOL
Figma
TIMELINE
Feb - Mar 2024
(3 weeks)
Impact
--> Usability testing indicated a potential 25% reduction in bounce rate, suggesting improved user engagement.
--> 80% of participants interacted with the CTA within 3 seconds of landing on the page, forecasting a 30% increase in click-through rates.
--> Users reported scrolling 20% less before clicking the CTA, pointing to a more efficient and streamlined user flow.
Overview
Base London, a premium footwear brand, aimed to optimize their e-commerce platform for better conversion and user retention. As a product designer, I focused on improving CTA design, streamlining user flow, and conducting usability testing. Key contributions include:
01. Redesigning the CTA placement and copy
02. Streamlining the user flow for more efficient interactions
03. Conducting usability testing to assess the potential impact on conversion and retention
Let's take a quick glimpse at the project.
problem
An unoptimized user journey and low engagement
visibility led to high early drop-off rates on the Base London website
solution
-->
Refined the user journey by enhancing engagement
touchpoints and optimizing content hierarchy to improve
retention and conversion.
solution 1
Increasing engagement
with a stronger brand identity
To reduce early shopper drop-offs, we strengthened brand identity and
optimized visual hierarchy to enhance trust and engagement.
BEFORE
After
solution 2
Optimizing CTA for higher conversions
To minimize decision fatigue, we refined CTA placement and improved contrast
to drive higher conversions.
BEFORE
After
solution 3
Standardizing product discovery
to reduce friction
To streamline product discovery, we standardized the layout and
applied consistent navigation to reduce user search time.
BEFORE
After
Unclear brand identity + clunky UX
= high drop-off.
context
A premium brand with
an underwhelming digital presence
While working at a marketing agency, I took on the challenge of enhancing
Base London’s digital experience to better reflect its premium identity.
About our clients
Premium footwear brand
based in the UK
Base London, a premium UK footwear brand since 1995, strives to deliver a bold and refined identity for its male customers.
our clients needs
Optimizing user journey for
revenue growth
The client aims to revamp Base London’s website to better communicate its brand identity, ultimately guiding customers toward purchase and increasing revenue.
problem space
High bounce rates indicated a disconnect
between brand & users
The website struggled to engage visitors, with most leaving without interaction.
This led our client initiate their website revamping project.
High bounce rates
Visitors leave quickly, indicating a lack of engagement.
68% > 40-55%
Base London
The e-commerce average
Low CTA click rates
Less than half the industry average, showing weak user interest.
1.2% < 2.5-3%
Base London
The e-commerce average
Stakeholder Interviews
Stakeholders wanted
more than just a website refresh
We begun the project having a interview with our clients.
Through stakeholder interviews, we uncovered three main objectives:
main objectives
Strengthen brand identity and create a premium feel
“We want our brand to feel premium and distinctive.”
Increase engagement by featuring best-selling products
“We need to showcase what customers love.”
Optimizing the user journey to drive conversions
"Above all, we need to improve our conversion rates."
Users struggled to see the value.
WEBSITES AUDIT
A visually inconsistent experience
led to user drop-off
To find out our current state and gain a clear picture of the key friction points,
I conducted a websites audit the website.
COMPetitive analysis
Other brands were enhancing their UX and
building stronger trust signals.
After the current websites audit, I analyzed how competitors visualized
these key elements to align with our solution focus.
interview
To be straightforward, shoppers couldn’t see
the value behind the price.
To understand why potential customers were dropping off and why the current websites failed to capture their interest, I interviewed five people over Zoom.
main quote
key insights
Generic Product Presentation
Products are displayed with minimal context, making users feel like just another pair of shoes.
Unclear Value Proposition
Users struggle to understand what makes these shoes special compared to competitors in the same price range.
Insufficient Social Proof
The absence of customer validation such as reviews makes it harder for users to feel confident about their purchase decisions.
problem statement
How might we enhance the user journey on the
Base London website to create an engaging shopping experience that embodies the brand’s values?
solution
Addressing the gaps
in brand trust & user journey
Leveraging key insights from the research,
I had the following solutions to tackle the identified challenges.
verations
Finding the right balance
between brand storytelling & efficiency
During the design process, I explored two variations
to address our client's need to enhance user engagement.
[ Option A - Highlighting Bestsellers ]
[ Option B - Highlighting Promotions ]
usability testing
From Friction to Flow: Enhancing Usability for a Smoother Experience
After discussing budget constraints with the client, we proceeded with a single optimized design (Option A) based on prior user research insights.
To validate the effectiveness of the design, usability testing measured:
• CTA Interaction Rate: Percentage of users who noticed and engaged with the CTA within the first few seconds.
• Navigation Efficiency: Average scroll depth and number of interactions required before reaching the CTA.
• Engagement & Conversion: Time spent on the page and completion rate of the intended action.
Key findings & Iteration
Measurable outcomes
final impact
-->
A projected 25% decrease in bounce rate,
reflecting improved engagement.
-->
80% of users interacted with the CTA within 3 seconds, predicting increase in click-through rates.
-->
Users scrolled 20% less before engaging, confirming a more efficient and streamlined experience.
A Cohesive, engaging shopping Experience that drives conversions
Final UX Solution 1
Optimized CTA & Navigation for Higher Conversions
Cluttered CTAs caused decision fatigue. We streamlined placement and contrast, making navigation effortless and guiding users smoothly from browsing to checkout.
Final UX Solution 2
Compelling Brand Storytelling for Stronger Engagement
Users struggled to connect with Base London’s value. We refined the visual language and messaging, shifting from aggressive promotions to a confidence-driven brand story, emphasizing craftsmanship and premium materials.
Final UX Solution 3
Standardized Product Discovery for Faster Decisions
Inconsistent layouts slowed exploration. We unified product cards, added bestseller tags, and improved navigation, making it easier for users to find and trust products.
How can I improve next time?
Conslusion
What will be the next steps?
Implement A/B testing for CTA placements and promotional strategies to maximize engagement.
Finalize the design through close collaboration with stakeholders to ensure alignment with business goals.
Develop additional pages to enhance the overall shopping experience and product discovery.
Continue monitoring user interactions post-launch to gather insights for further optimization.
Reflection
What are key takeaways?
• Recognized the importance of data-driven decision-making by analyzing user behaviour to refine the shopping experience.
• Emphasized the value of designing with intent, leveraging UX laws and heuristic principles to create intuitive and effective user experiences.
• Gained deeper insights into aligning client goals with user needs, ensuring a balance between business objectives and usability.