VELOPLANETA
Case study
+33% TR
increase in transaction rate after the redesign
About company
- Leader in sales of world-famous bicycle brand in Ukraine.
- A network of offline stores, manufacturing shops and online stores
- 210 000 users visit the website every month according to SimilarWeb
The result of eliminating usability mistakes
Аs a result of the collaboration of teams between Turum-burum and Veloplaneta, the following results were achieved:
+33%
The transaction rate in Mobile has increased
+19.68%
The average order value has risen
-80%
Exits from checkout have decreased
The second redesign of the website IN 5 years
First redesign in 2016:
In 2016, the company Turum-burum conducted a redesign of the Veloplaneta online store.
New challenge in 2021:
Despite the first redesign success, in 5 years the business noticed a decline in conversion rate. That's why the company decided to outsource UX/UI services by hiring Turum-burum.
Task
- To analyze usability;
- To find growth points;
- To improve the efficiency of the project.
Format of interaction
The work process consisted of three main stages:
1
Analysis of usability
Based on analytics data of the user behavior and key metrics of the website, the expert revealed the weaknesses of the interface that were critical for conversion and developed recommendations to eliminate them.
2
Implementation of recommendations by Veloplaneta’s in-house team
3
Supervision of design implementation + consultation on other outstanding tasks regarding the interface
Points of growth that have been worked out
1
Improved navigation
We have implemented a bottom navigation bar corresponding to modern user behavioral patterns. This made the website's mobile version look similar to the mobile application.
We have added an indicator that shows the availability of the items in the shopping cart. The icon was placed at the bottom right corner so it can be reached by a finger easily even if it’s a large phone screen.
We have added an indicator that shows the availability of the items in the shopping cart. The icon was placed at the bottom right corner so it can be reached by a finger easily even if it’s a large phone screen.
2
Convenient filtering
The filters were made in the form of a separate button.
You can select multiple filters simultaneously to apply them by pressing the corresponding button.
At the top, the user sees a list of selected filters, he could be able to not only cancel one of the filters but also reset everything with one click.
You can select multiple filters simultaneously to apply them by pressing the corresponding button.
At the top, the user sees a list of selected filters, he could be able to not only cancel one of the filters but also reset everything with one click.
3
Bonus program
The bonus program on the product card was concealed in a link that opens a pop-up window with exhaustive information about bonus conditions. We decided to emphasize the benefit amount the user might get if he made a purchase.
4
Cross-Sale Tools
We presented the "Related items" block with tiles with real photos of goods, a brief description, and the price. Information on the availability of the product is indicated on the tile and the user can easily add the product into the cart. In the upper part of the block, we have placed the “switch by categories” tabs so the user can easily switch categories of related items.
The result of eliminating usability mistakes
Аs a result of the collaboration of teams between Turum-burum and Veloplaneta, the following results were achieved:
+33%
The transaction rate in Mobile has increased
+19.68%
The average order value has risen
-80%
Exits from checkout have decreased
You can read the full version of the case study article here:
«How we increased transaction rate by 33% for Veloplaneta»
«How we increased transaction rate by 33% for Veloplaneta»
