UX AnalysisEcommerce Optimizations
Problem
Users may encounter friction points on the website that hinder their ability to navigate, engage, and convert effectively. Without data-driven insights, it’s challenging to identify and address these barriers to improve overall performance.Solution
The Launchpad+ Conversion Research Blueprint provides a thorough analysis of user behavior, highlighting key opportunities for optimization. By implementing strategic recommendations and business opportunities, the site can enhance usability, improve user engagement, and drive higher conversions.
The Launchpad+ Conversion Research Blueprint is tailored for a brand specializing in gift wrapping and packaging supplies, serving both B2B and B2C customers.
Data Research
Top Google Analytics Insights
New vs Returning
New users, who make up most traffic, have 18X lower conversion rates than returning users. High Cart Abandonment
The 67% cart abandonment rate may be due to the required login step before checkout. Email Engagement
Most users exit the discount popup without signing up, with less than 2% of users opting in.
Top Click & Scroll Insights
Search Engagement
The mobile search bar has more clicks than desktop, likely due to navigation being near the footer and easily missed. Product Visuals
12% of PDP visitors click on the product image, indicating a need for additional visual information. Quantity Adjustment
Users are more likely to adjust product quantity in Cart than on the product detail page. Shipping Options
Less than 2% of user on all devices click a shipping option outside
Top User Testing Insights
Affordable Pricing
Affordable pricing is the primary motivator for users purchasing gifting supplies. Cluttered Homepage
On the homepage, the wide product selection layout feels cluttered and overwhelming. Guest Checkout
The lack of a guest checkout option adds friction and slows down the checkout process. Non-Business = Small QTY
Non-business users are more likely to shop if smaller product quantities are available.
Top Exit Intent Insights
Shipping Costs
Users typically leave the site because shipping costs are too high. Product Specific
User are not finding specific products onsite that fit their needs. Rewards Program
A user likes that Paper Mart has a rewards program that offers better discounts. Buisness Users
Users visit the site mainly for business. Product quantities are not a reason they leave the site.
Top Internal Survey Insights
Custom Printing
Make custom printing options more personalized and easier to add to the cart. Consolidate Products
Group related items together to improve product organization and make browsing more efficient. Streamline Checkout
Clarify the checkout process with more intuitive instructions and button labels. Stock Notifications
Enhance messaging with better order notifications and introduce cross-selling suggestions.
Top Competitor Insights
Navigation Structure
The desktop and mobile navigation is aligned at the top with a dropdown. Homepage Navigation
The homepage product categories are clearly organized with separate tiles. Product Discovery
There are filters on the mobile PDP and a zoom effect on product images. Cart PageCross-Sell
The cart icon is labeled ‘Cart’ and the page has cross-sell opportunities.
Business Opportunities
Upload Artwork
Enable users to upload customized artwork on the site and preview a mockup.
Lifestyle Imagery
Showcase lifestyle imagery of products rather than only silhouette images.
Reviews & Ratings
Introduce customer reviews and ratings to enhance product credibility.
Rewards Program
Launch a rewards loyalty program to increase customer retention.
UX Design
Clients determine whether to implement the design changes recommended in the Launchpad+ Conversion Optimization Blueprint based on their development resources and business priorities.
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