UX - CRO Research Presentation

Logo of Company
Project Name
Conversion Research results
Month Year
Why are we here?
Top Navigation
change results
MAIN OBSERVATIONS:
Search usage on desktop

decreased by 21.87%
Avr. Session Duration for Converters

was decreased by 14.38%
Project Overview
1 2 3
Data Insights Conversion Continuous
Tracking Research A/B Testing
Project Timeline
MAY JUNE JULY AUGUST
Google Analytics
health-check
16.51% of users cleaned up
40+ custom reports created
30+ segments created

Project Timeline
Google Analytics
health-check
16.51% of fake Users
were identified
Technical fixes for

correct data tracking
Universal Analytics migration,

Enhanced Ecommerce implementation
50+ custom events identified
Forms advanced tracking tool
GTM configuration, extended data

tracking (Enhanced Ecommerce, User ID)
Project Timeline
Google Analytics
health-check
were identified
Technical fixes for

50+ custom events
identified, new
tracking tools
configured, GTM

User Personas Building

Retired from healthcare industry, is still involved and
regularly attends charity or company events, also has
a small side-business.
Lives in midwest so weather is changing frequently. Is
looking for an attire to attend formal events with
husband or occasional meetings.
Martha, 72
MOTIVATION: Sophisticated and formal look for

occasional events. Good fit.
CONCERNS: Will it fit? Does it look sophisticated?

Good for most weather?
CHOICE: Ready to buy

Motivations
NEW CLOTHES FOR: DRIVERS:
Work (48%) Professional look, comfortable
Upcoming event (43%) Sophisticated/polished look
Going out with friends (51%) Modern & comfortable
Weekend (16%) Comfortable feel, versatile
Date night (7%) Sophisticated/polished look
Shopping / Running errands (7%) Comfortable; Modern; versatile

Traffic acquisition NEW CONVERTERS
CONVERTERS
Paid Search
~33%
Email
~65%
Email
Logo of ~23%
Paid Search Company
~13%
Organic Search
~17%
Organic Search
~7%
Direct
~17%
Where can we find them?
Logo
Instagram data
Photos of Buyers
in Social
Networks
Project Timeline
Google Analytics
health-check
were identified
Technical fixes for

50+ custom events
identified, new
tracking tools
configured, GTM

User Personas Building
Conversion Research for evolutionary

redesign
Heuristic research, User Interviews

and testing, Profit Grid, Heatmaps /
Session recordings analysis
Mockups preparation
Agenda
- Intro and Research materials

- [Top Findings] UX Research and Analysis of Key Website Areas*
- Q&A
- Next steps
* For more detailed review on findings, please, refer to the Findings Prioritization Spreadsheet and
Conversion Research Summary document.
PART 1
Intro and research materials

154 Findings for A/B experiments
5 experts interviewed for Heuristic research
CRO Grid with 55 Metrics and 80+ Segments
100+ User Session Recordings watched
10 User Interviews organized

Device Categories
& Browsers and overview
MAIN OBSERVATIONS
Tablet devices are outperforming

the Desktop devices in New Users
acquisition
Mobile/Tablet traffic has more users

than Desktop devices
Mobile is one of the crucial items for

the optimization
Top Mobile and Tablet
devices performance
MAIN OBSERVATIONS
Apple devices NB Conversion Rate is 2.47%

comparing to the 0.77% by Samsung
Average Transactions value is growing

proportionally to the screen size
Top Devices by
Screen resolution
MAIN OBSERVATIONS
Prioritize the improvements / optimization

for Ipad (resolution 768x1024, portrait view)
Bounce Rate split is more or less equal

between all resolutions and decreasing
proportionally for bigger screens
Optimize the layout for smaller Mobile

Devices (e.g. 360x640)
OS Split - Tablet
MAIN OBSERVATIONS
iOS completely dominate the tablet traffic
iOS users (desktop and mobile) are more

likely to convert
Windows mobile and tablet devices has

high potential for New Audience targeting
with high Conversion Rate (~4 times higher
than iOS) and many Page Views.
eCommerce Overview
MAIN OBSERVATIONS
Number of days it took from the first

interaction to the conversion has almost
equal split of Users between 0 days and
12-30 days
~70% of New Visitors buy at once, following

the trend “Buy today and wear tomorrow”
eCommerce Overview
MAIN OBSERVATIONS
While there are several days Time Lag

between first interaction and Conversion,
users are still being successfully captured
by marketing campaigns (e.g. Emails) in
that period
Major part of users convert in 12-30 days

and do more than 12 interactions with the
website
Funnels
Materials
- Google Analytics health-check

LINK:
- User Personas summary
LINK:
- Heuristic Research summary
LINK:
- Conversion Research summary with attachments
LINKS:
PART 2
UX Research and Analysis of Key Website Areas

Goal
GOAL RESULTS FINDINGS RANGE AND DEPTH
A/B testing suggestions 154 findings - End-to-end UX during entire user

journey
- Cross-device and platform
- From major impact (e.g. Checkout)
to minor (e.g. adding Sunglasses
category)
PART 2.1
Product Page - example of misc. findings

Feel that some
elements are disabled
OBSERVATION
Light Grey buttons feel disabled

Copy used to describe
fit can be misleading
OBSERVATION
On product pages fit categories are women

/ petite / plus-size. Some customers might
get offended, because all of them are
women.
No instructions on
how to close image
OBSERVATION
When products image is zoomed in there is

no instructions how to close popup with
zoomed in picture
Size field for products with
no size variation
OBSERVATION
Some products ask to choose a size and

provide a size guide when in a reality they
do not have different size variations, e.g.
sunglasses and there is no information in
Size Guide about this product
No swiping functionality
OBSERVATION
Users can not swipe images on

products pages
White space around product
details
OBSERVATION
On product pages products' detail have a

lot of white space around. It gives a page
feel of an unfinished design.
No “security ”symbols on
“Add to bag”
OBSERVATION
On "add to bag" button is no bag symbol.

Also "add to wish list" could be illustrated
by a heart symbol.
PART 2.2
Product Page - A/B test variations

Product Page - image
gallery
WHY?
67.85% of All Users who visited the Product

Page interacted with the image gallery
85.31% of all Users who interacted with

image gallery did not convert
Image Zoom event was the top completed

event on all devices - of all the total events
made in product page, the event was
completed in 45.62% cases and was
repeated 3.9 times per session.
The User Interviews and User Recordings

analysis indicated the frustration while
using image zoom functionality
Variation A
Variation A Variation B
Product Page - image
gallery
Product Page -
product / brand story
WHY?
80% of Survey Respondents are more likely

to buy the product if they watch the Our
Story video
Our Story is being visited by 0.22% of users. Variation A

Since 1st May 0.06% of Converters and 0.21%
of Non-Converters have viewed the page
PDP has ~415 text symbols with product

description versus at least 1500 in test
variation
15.34% of all users demanded more detailed

product description (in 2015/2016)
Variation B
Product Page:
social proof
Product Page:
unnecessary elements
WHY?
"Add free gift box" was used by 0.76% of all

Converters, which is 0.2% of all the events
made in PDP. Variation A
<1% of users add more than 1 same product

to the cart. Average number of products
sold per transaction is 1.02
Variation B
Product Page -
supportive user journey
WHY?
Variation A
The User Interviews and Eye-tracking

sessions indicated that system immediately
shows a red notification that some of the
size and colour combinations might be out
of stock
Variation B
Product Page -
supportive user journey
WHY?
~45% of Converters get Errors on PDP page

(e.g. Size is Required)
Variation B
Product Page -
wishlist
WHY?
Only 0.7% of users interacting with the

“Add to Wishlist” link
~30% of Converters remove products from

Cart
~55% of these users were logged in before

PART 2.3
Outfit Page - A/B test variations

Outfit Products -
image gallery
WHY?
4.11% of all the PageViews after the Outfit

Product was directed to Product Page
Variation A
67.85% of All Users who visited the Product
Page interacted with the image gallery
85.31% of all Users who interacted with

image gallery did not convert
Variation B
Outfit Products - add
to bag
WHY?
Almost nobody adds the complete outfit to

bag
40% of users have not reached the Add to

Bag button
Outfit Products -
collection story
WHY?
Outfit has 0 text symbols with outfit style

description versus at least 1300 in test
variation
80% of Survey Respondents are more likely

to buy the product if they watch the Our
Story video
Our Story is being visited by 0.22% of users.

Since 1st May 0.06% of Converters and 0.21%
of Non-Converters have viewed the page
PART 2.4
Size Guide - A/B test variations

Size Guide - as pop-up
with all answers
WHY?
93.7% of all users visited Size Guide page

from Product Page
~40% of the users who Converted visited

the Size Guide page
In 1.42% of all sessions exit page was Size

Guide page
Avg. Time Spent on Size Guide - 1.32 min

Size Guide - as size
advisor
WHY?
Size guide is missing information about

length
User Personas research indicated that

product Size is one of the main user
concerns
PART 2.5
Global elements
Global - Style guide
for mobile / tablets
WHY?
9px font-size is used in some places. Other

fashion stores use at least 12px
User Interviews / Eye-tracking sessions indicated

that some notification messages are hard to
read, certain buttons can be touched
unintentionally on mobile/tablets
Version A Version B
Version A Version B
Global - mobile header
WHY?
My Account and Cart icon are in different

order than on desktop
1.55% of all Page Views before the Cart page

were for My Account page
Global - mobile footer
WHY?
User Interviews / Eye-tracking sessions

indicated that certain link can be
unintentionally touched while looking for
other information
Version A Version B
Global - desktop
navigation menu
WHY?
User Interviews and Session Recordings

indicated that for some users it’s difficult
to see and click on the page body/content, Version A
especially on smaller screens since the
dropdown takes the majority of screen
Version B
Global - mobile / tablet
navigation menu
WHY?
Mobile navigation has an unnecessary

expandable step "Women" which you have
to go through to see sub-categories
PART 2.6
Homepage - A/B test variations

Mobile homepage
WHY?
Accordingly to Heatmaps data only 50% of

users view more than 3 blocks
10% of clicks on the first fold on mobile

screen is made on burger menu icon
PART 2.7
Category Page - A/B test variations

Category page - above
the fold content
optimization
WHY?
Category page banners take up 43% of

usable screen space above the fold versus
Variation A
26% in testing variation.
Variation B
Category page - extra
filtering options
WHY?
Every season there is at least one material

group or color present in TOP10 search
Variation A
terms- Velvet, Linen, Denim, Silk, cashmere,
Galaxy blue, black dress, etc. User surveys
show interest in filtering by price.
Variation B
Category page -
number of products in
a row
WHY?
Variation A
With fewer products and bigger images
users are more likely to view the Product
Page.
Large category images make customers

“fall” in love with products before opening
the Product Page.
Variation B
Category page - color
variations
WHY?
Visitor heatmaps show that 20% of clicks in

product pages are on the color variations
PART 2.8
Search - A/B test variations

Search Page
WHY?
Search was used in 4.64% of all the

sessions. At the same time, the users who
searched for an item, have by 370% higher
conversion rate (9.57% vs 2.04%)
PART 2.9
Shopping Bag - A/B test variations

Shopping Bag
WHY?
~4% of all Page Views after Cart Page lead

to Product Page
~8% of Converters click “Update cart”

button
Version A Version B
PART 2.10
My Account - A/B test variations

My Account
WHY?
~35% of users are are going to My Account

after placing an order
Variation A
Variation B
PART 2.11
General findings
Optional fields make
users insecure
OBSERVATION
Pop up that offers a sign up for news,

requires several optional fields, e.g.
birthday. User might feel insecure and Variation A
unsure what for this information is
required
Variation B
Map opens below
the fold
OBSERVATION
When user looks at store events and clicks

on "Map". The map opens below the fold
an user does not see it, therefore (s)he can
not tell whether map opened or no.
General - use iOS
default features
WHY?
~83% of all mobile revenue is coming from

iOS phones
~99% of all tablet revenue is coming from

iOS tablets
General - use Chrome
default features
WHY?
~43% of new desktop users are using Chrome

General - mobile
website as PWA
WHY?
Avr. Page Load time is up to 19% faster for

users who Convert, comparing to Non Bounce
Not Converting users
Magento 2 to support PWA out-of-the-box in 2018

General -
personalization for
returning customers
WHY?
Number of days it took from the first

interaction to the conversion has almost
equal split of Users between 0 days and
12-30 days
Major part of users convert in 12-30 days

and do more than 12 interactions with the
website
General -
personalization for
returning customers
PART 2.12
Checkout - examples of misc. findings

Autocomplete for address
OBSERVATION
Address does not offer autocomplete

Automatic detection of
credit cards type
OBSERVATION
Credit cards type is not detected automatically

CCV explanation opens
below the fold
OBSERVATION
In the checkout when user clicks "What is

ccv?" the image opens below the fold,
therefore user can not see it without
scrolling, hence some might not notice it.
PART 2.13
Checkout - A/B test variations

Checkout - forgot
password as pop-up
WHY?
6.06% of all the Page Views after the

checkout is Forgot a Password page
Client wants a password to be:

- at least 7 characters long
- include at least one number Variation A
- at least one uppercase and one lower-case
letter
Competitors want a password to be:

- 5-20 characters long
- include letters and numbers
Variation B
Checkout
optimization
WHY?
Existing checkout for Guest: 14 fields versus

12 fields in testing variation
Email, Address and Credit Card are the most

corrected fields (17% and 12%)
User Interviews and Recordings indicated

that almost all Guest users started to fill in
the Registered Customer form
47% of all the sessions - Logged In visitors

53% of all the sessions - Guest users
PART 3
Questions & Answers

PART 4
Next steps
Thank you!

UX - CRO Research Presentation

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Logo of Company

Search usage on desktop

Avr. Session Duration for Converters

40+ custom reports created

30+ segments created

Technical fixes for

Universal Analytics migration,

Forms advanced tracking tool

GTM configuration, extended data

Technical fixes for

Universal Analytics migration,

User Personas Building

MOTIVATION: Sophisticated and formal look for

CONCERNS: Will it fit? Does it look sophisticated?

CHOICE: Ready to buy

NEW CLOTHES FOR: DRIVERS:

Work (48%) Professional look, comfortable

Upcoming event (43%) Sophisticated/polished look

Going out with friends (51%) Modern & comfortable

Weekend (16%) Comfortable feel, versatile

Date night (7%) Sophisticated/polished look

Shopping / Running errands (7%) Comfortable; Modern; versatile

Technical fixes for

Universal Analytics migration,

User Personas Building

Conversion Research for evolutionary

Heuristic research, User Interviews

- Intro and Research materials

Intro and research materials

5 experts interviewed for Heuristic research

CRO Grid with 55 Metrics and 80+ Segments

100+ User Session Recordings watched

10 User Interviews organized

Tablet devices are outperforming

Mobile/Tablet traffic has more users

Mobile is one of the crucial items for

Apple devices NB Conversion Rate is 2.47%

Average Transactions value is growing

Prioritize the improvements / optimization

Bounce Rate split is more or less equal

Optimize the layout for smaller Mobile

iOS completely dominate the tablet traffic

iOS users (desktop and mobile) are more

Windows mobile and tablet devices has

Number of days it took from the first

~70% of New Visitors buy at once, following

While there are several days Time Lag

Major part of users convert in 12-30 days

- Google Analytics health-check

UX Research and Analysis of Key Website Areas

GOAL RESULTS FINDINGS RANGE AND DEPTH

A/B testing suggestions 154 findings - End-to-end UX during entire user

Product Page - example of misc. findings

Light Grey buttons feel disabled

On product pages fit categories are women

When products image is zoomed in there is

Some products ask to choose a size and

Users can not swipe images on