Improving Mobile User Experience for a Retailer and Boosting Conversion Rates

Our client, a well-known retailer supplying high end fashion, offered great products, good prices, but they were struggling to improve their online conversions. With close to 70% of the traffic to their online store coming from mobile devices, they were missing out on valuable customers. Mobile still fell very short when it came to conversions, much lower than the average with traffic abandoning the store as soon as they arrive on the product pages. A major concern is that less than 20% of the visitors proceeded to the shopping cart.

The store in question, offered a range of fashion items to online shoppers with a good user base, yet they continued to struggle with high bounce rates and low conversions. This is a clear sign that they had user experience issues. During the initial consultation, we determined that they were not using above the fold adequately, pushing important information down the page. We also noticed that the text was exceptionally small for a mobile screen, with numerous discounts that were confusing, not to mention a large volume of duplicate content. Taking into account that the majority of people using a mobile device to search for fashion items are on the go, it required a customised strategy that would boost conversions. The client was very clear in their objectives and budget, giving us full rein to do what was necessary to reach their goals.

Our thorough evaluation of the clients store found that their navigation was challenging, especially when searching for specific products. A number of users were abandoning their carts during checkout, which could be a payment issue, or simply slow loading. In addition to this, there was no personalisation, resulting in the visitor seeing irrelevant offers. Our focus was to improve navigation, providing users with a streamlined and intuitive experience, using menus and filtering options. We also improved the checkout process, making it intuitive with fewer steps, and we implemented personalisation, focusing on user behaviour and preferences, displaying personalised recommendations. We improved the stores structure with clear categories and subcategories before testing the store and collecting real time feedback.

With these changes in place, were monitored the analytics with encouraging results. Our clients have experienced a 25% increase in conversions, showing our strategy was effective in optimising the checkout process. Bounce rates dropped by just over 10%, showing users found the store engaging, while users’ engagement increased. This case study clearly shows the importance of mobile user experience when it comes to boosting conversions rates. With an effective strategy, our client is enjoying a surge of organic traffic, and a great improvement in their conversion rates.