Increasing Mobile Conversion Rates

Web Mobile Design

My role: Product designer
The team: 1 researcher, 1 product manager, 3 developers

Increasing Mobile Conversion Rates

Web Mobile Design

My role: Product designer
The team: 1 researcher, 1 product manager, 3 developers
Project Overview
Avon, a leading global beauty brand, is continuously evolving to meet the demands of its digital customers. This project focused on enhancing the user experience of their e-commerce platform, which plays a critical role in facilitating product discovery, ordering, and customer engagement.

The objective was to improve the usability and functionality of the [specific product], aligning with Avon's digital strategy to boost customer satisfaction and streamline interactions. By analyzing user data and conducting research, our team aimed to address key pain points and create a more efficient and intuitive solution, ultimately driving increased engagement and sales.
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Goal

Increase mobile conversion rates
The primary goal of this project was to optimize the user experience of Avon's mobile e-commerce site, focusing on addressing key pain points that were impacting customer satisfaction and business performance.

Our aim was to streamline the flow, making it easier for users to add products and place orders, ultimately improving overall engagement and conversion rates.In addition to improving usability, the project aimed to create a more intuitive, user-friendly interface that could scale alongside Avon's growing digital presence. By reducing friction points in the user journey, we sought to enhance both the customer experience and the efficiency of Avon's business operations.

Competitive analysis

Looking at competitors and other e-commerce sites, we started to see an increase in functionality that allows users to add products from product list pages, so we wanted to explore that idea and test how if a similar functionality would be effective for our customers.

What we saw in the data

Low purchase quantity
A lot of our customers were only purchasing a quantity of one to two for each item and we had a lot of returning customers. Most users were also using android devices. Considering this data, our thought was that while implementing this add to bag functionality on the product list pages, customers may not need quantity fields and removing them could create a better, cleaner experience.

Iterations

On our site, we have several different types of products. Some have variants, some have subscription options and others have no variants at all, so we wanted to find an experience that would work for all of these different products. ​​​​​​​

What we learned from user testing

We asked users to add to their bag, but never specified how we wanted them to add to their bag. With this, we were able to see if users were more likely to add products from the product list pages or from the product detail pages.The most successful version was the one below. Users added more items to bag from the product list page than on the product detail page with this version.
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth.
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Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth.
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Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.
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Visual Developer
Jun 2016 — Jul 2017
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