About the project
Crystal Clear Memories is a company that sells clients high-quality, custom-engraved crystal mementos with the LIVE PREVIEW™ patented feature — a core of the business and a truly unique thing.
Crystal Clear Memories approached Turum-burum with a request for increasing conversion rates on the homepage, product pages (PDPs), and product list.
Work stages
- Started work with a comprehensive UX audit. Analyzed heatmaps, session recordings, and user behavior data to identify weak points in the customer journey. After that, our team created a detailed report with a roadmap of further interface improvements that were bound to increase conversion and boost sales.
- Built mock-ups with 10 hypotheses for optimizing the homepage and product details page (PDP) based on this research, focusing on improving the usability of the site and the visibility of key benefits of the brand.
- Launched the A/B testing process to test UX/UI hypotheses and identify the most effective solutions.
A/B Test 1: Increasing Wizard Visibility
Problem: 20% to 44% of users were not progressing beyond the initial step of the product customization tool. Heatmap analysis indicated that users were leaving the homepage quickly, unclear about the company’s value proposition and product benefits.
Hypothesis: Place all parts of the crystal builder on the first screen and add a banner with a ready product sample in the background to engage users. It is supposed to increase the conversion rate (CR) to customized product pages by 20%.
Test results (19 days): The updated layout reduced bounce rates (-7%) and increased user engagement — visitors spent more time on the site (session duration +10%) and explored more pages (+9.7%). However, the primary goal of increasing PDP views showed only minor changes.
A/B Test 2: Showcasing the Final Product
Hypothesis: Display the customized crystal with an uploaded photo, letting users explore different shapes and instantly visualize the final product. This change was expected to increase microconversion from the wizard to the PDP by 25%.
Test results (16 days): Fewer users left (BR -7%), more visitors reached the PDP (PDP views +14%), stayed on the site longer (session duration +11%), and engaged more with the content. The strong results led us to recommend permanently upgrading the homepage with the new wizard.
A/B Testing Winner
The A/B tests confirmed the effectiveness of our hypotheses and design changes, so the new homepage with the wizard appearance was successfully implemented.
Results
We conducted a UX audit, validated key UX/UI hypotheses of the homepage improvements, and identified the winning design.
Running A/B tests proved the effectiveness of the hypotheses provided by the Turum-burum agency, so Crystal Clear Memories decided to implement all the recommendations provided in the UX audit report (homepage, product page, and product list).
