marie edith jewellery e-commerce
reseach, ux design
I founded an eponymous jewellery e-commerce website back in 2019 using a Shopify template (www.marieedith.com). Whilst the products proved to be a hit with my existing (and repeat) customers, the website was not converting enough. After completing a UX design course at the end of 2022, I decided to apply the UX principles to my own website and see how I could improve conversion.
Note: All product and model photography featured on website was taken by me.
The challenge
Understanding the customer journey and which touch points create resistance to convert to sales.
User research
For a standard UX project I would normally prepare a list of open-ended questions, however due to the urgency I asked for general feedback regarding the website (both desktop and mobile versions) to a Facebook group of 5000 members representing my target market, specifically asking what would prevent them from buying.
About 100 people reviewed the website with very valuable insights. Most feedback was given directly on the Facebook Group thread or in private messages. Here are some relevant examples.
Replace dark photography with bright photography
01
replace hero image with seasonal clothing
02
add reviews and show them near product name
03
Fix banner heights that make it difficult to scroll
04
Add afterpay option
05
add brand story
06
KEY TAKEWAYS
Add pop up 15% offering to subscribe
07
Add items to menu
08
add brand story
09
Here are examples of changes I made after gathering feedback:
updates
Detailed Menu
Story Telling
Info about shipping and Afterpay
Seasonal Picture
Chat Option
Reviews
Afterpay Option
Brighter pictures
Prices visible straight away
After implementing the changesData analytics showed a healthy increase in "add to carts" in the new ads compared to previous ads (over the course of 2 weeks)
Since bundles were introduced, they proved to be a popular addition in carts, thus increasing the value of each sale
overall increase in "add to cart"s
Bundles increase sales
Customers who can get a quick and direct responses regarding concerns about choices or quality end up buying
Chat button improves conversions
observations
next steps
Whilst add to cart has increased, final conversion to sales stagnated.
Hypothesis 1 - There's an issue at the checkout and this needs to be addressed.
Hypothesis 2 - Customers add to cart but need to see the ads multiple times to finalise their purchase.