CRO projects
8 min. read
A case study on how we utilized strategic thinking and data-driven iterations to improve the conversion rate of one of our brands.
Quantitative research CRO Mobile design
Project length
1 month
Output
User report, development & design roadmap
My role
UX Research
At Glamit, our goal was to maintain a healthy flow throughout the entire buyer's journey for all the brands we managed. However, we realized that in order to achieve this, we needed to establish a standardized process for delivering data. This would allow us to compare and evaluate our progress towards our goals more effectively.
The process
The case
I will present the process and results we achieved while working with Volf, one of our top tier brands. They were experiencing a drop in traffic in a particular section of their funnel and were struggling to identify the cause. In response, we conducted thorough research to identify areas for improvement in the site experience and overall performance.
User data
While 85% of the users accessed the Volf site from their mobile devices, the conversion rate on mobile was significantly lower than desktop. When we brought this to the attention of the Volf team, they believed that users were only browsing on mobile but ultimately completing purchases on desktop.
To better understand this behavior, we conducted research and discovered that the Cámara Argentina de Comercio Electrónico (CACE) had published a report on Argentine buyer behavior that same year.
To gather more information, we conducted a survey using Hotjar and analyzed the results:
Defining the problem
After analyzing all the gathered data, we pinpointed the area we needed to work on to find a solution: the product page. We decided to redesign it in a way that would take into account the most popular and smaller devices used by visitors to the site.
Ideation
Through Hotjar recordings, we gained a better understanding of the issues on the product page and brainstormed potential solutions. We then conducted usability testing to validate the proposed solutions before implementing them on the site.
Results
We implemented the solutions identified through Hotjar recordings and conducted a phased rollout, closely monitoring the key metrics to prevent any unexpected issues. After a month, we analyzed the results and were impressed with the following outcome:
The Volf team was delighted with the outcome and asked us to continue working on the rest of the site. This experience taught me a lot about using quantitative metrics to drive insights and the importance of effectively managing and analyzing data to generate actionable solutions.
