About project
The Spy Store is a reputable Australian company that specializes in spy gear and services.
With nearly 10 years on the market, the store values its reputation and offers high-quality tools carefully tested by the company’s specialists.
Despite the popularity of services rendered by the company, its website showed low customer loyalty and interface engagement rates that influenced sales and conversion.
CRO services by ESR approach
We conducted a thorough usability audit and then proceeded to optimizing website conversion by the ESR approach:
Made more than 60 recommendations to optimize the conversion rate;
Structured content on key pages;
Simplified the navigation process in the funnel;
Improved the adaptive design;
Added upsell and cross-sell tools.
5 the most critical mistakes
1. Half-baked stylistics and overloaded website header
Problem: session for new users ended 54% of the time due to difficult website navigation.
Solution: prioritized all the elements due to their popularity and placed appropriate accents
2. Homepage: non-obvious store services
Problem: The website had a high bounce rate of 77.87% and an exit rate of 54.
Solution: We created an esthetically pleasing banner that contains a descriptive headline and a prominent call-to-action (CTA).
3. Unstructured and cluttered category listing
Problem: Text description moved the goods listing below the first screen, large product name, difficult to see price and discount.
Solution: ranking text and element sizes according to their importance.
4. No “add to favorites and buy” buttons
Problem: Missing two important buttons to optimize business conversion: "add to wishlist" and "add to shopping cart".
Solution: Added “Buy” and “Favorites” buttons to the product card so that customers can add products to the wish list or shopping cart without taking extra actions.
5. Difficulty in purchasing several products
Problem: When the user clicks the checkout button, an ad popup appears that can't be closed.
Solution: Redesigned the popup so it doesn't prevent users from continuing their session and added a cross-sell block to increase the average check.
Main page
Filters
Other pages
Key KPIs changes after redesign
The e-commerce conversion
+16%
The proportion of mobile website visitors
The Average Revenue Per User
+20%
The percentage of users adding items from the product card
+80%
The number of items added to the cart in the mobile version
+100%
The conversion rate for returning customers
+16%
A positive trend in converting new visitors into customers
The Spy Store UX audit allowed e-commerce to get the profit that couldn’t be received earlier because of existing interface and functionality mistakes.
More about this case you can find in our article:
The Spy Store Redesign: How to Boost the Conversion by 16% in 1 Month?
