OVERVIEW
It’s 2020, and m-commerce (mobile e-commerce) is on the rise. Last year, e-Marketer estimated 34% of e-commerce in the U.S was done on the phone. Moreover, in a couple of years, it’s projected that this figure will more than double.¹
With more people shopping on their phones, companies are having to make some changes. This is the story of how I designed a bicycle e-commerce company’s mobile-web experience to improve conversion rates.
¹https://insights.digitalmediasolutions.com/articles/mobile-shopping
MY ROLE
For this project, I was the solo UX Designer - conducting the User Experience Research and designing the User Interface. I created a bike finder quiz, compare feature, and guest checkout to improve conversions on the Savvy Cycler’s mobile-web experience.
BIKE FINDER QUIZ
50% of users would open up around 7 item pages but leave the site without making a purchase. It was hypothesized that users were unable to decide which bike was best. To combat this, I began by creating a quiz to help users begin to narrow down their options.
COMPARISON FEATURE
In addition to the bike finder quiz, I also chose to add a comparison feature to help users decided on a bike. It allows users to compare up to 3 bikes, side-by-side, at the same time.
GUEST CHECKOUT
70% of users who put an item into their cart didn’t complete their purchase. Because users were forced to create an account, many dropped off at registration. I added a guest checkout to prevent users from leaving the site.
To be continued...