ORNER is a Ukrainian manufacturer of housewares, office accessories, and goods for home and for the soul. The brand has been on the market since 2013. Their products are popular both in Ukraine and abroad. The company creates unique concepts, designs, and illustrations through its own design department.
Task: to conduct a usability audit to find points of growth to improve the efficiency of the project.
We provided the ESR service by fixing design flaws that affected the KPIs of the web store.
ESR (Evolutionary Site Redesign) is step-by-step interface improvement using CRO (conversion rate optimization) principles with the aim of boosting revenue. The main advantage of this approach is that all the changes are based on analytical data and are confirmed by A/B tests, which minimizes risks and makes investments in the interface insignificant (and recaptured in a short time).
.png "What we did")
Here the uniqueness of the products and the user-centric approach of the online store are emphasized on the main page by demonstrating the exceptional service and other advantages for the customers.
We managed to better the micro-conversion by:
- Ensuring easy navigation;
- Adding a gallery of high-quality and zoomable product photos;
- Structuring and prioritizing information about the characteristics, content, and properties of the item;
- Correctly emphasizing the main call-to-action by re-named and re-colored buttons.
.png "Well-structured product card")
.png "User-friendly cart & checkout")
The pop-up cart with order details and a simple and clear call to action have been implemented so that nothing distracts the user from completing the purchase.
Simple and clear checkout is split into several steps and a progress bar to keep the user informed and comfortable.
Neither have we overlooked the adaptive version of the site moving by the mobile-first principle to ensure maximum convenience for mobile users at all stages of the funnel, whatever the gadget used.
.png "Results")
The number of mobile transactions increased by 1.5 times. 10,000 more users reach the checkout page, that is, they complete the checkout, which has a positive effect on conversion.