Olivia had built a successful mid-sized online clothing store over the last five years. Traffic to her website was solid, and her marketing strategies were pulling in plenty of customers. However, despite the large number of visitors, the conversion rates were alarmingly low. Worse yet, almost half of the users abandoned their shopping carts before completing a purchase. Olivia knew her products were high quality, but something was going wrong during the online shopping experience.
After reviewing user data, Olivia realized that the website’s outdated design, complicated checkout process, and lack of detailed product information were likely turning potential buyers away. She reached out to GCS(Go Creative Studios) to help resolve the issue and transform the user experience.
The UX Approach: GCS started with a deep dive into user research, conducting interviews and usability testing with actual customers. They identified multiple pain points: the five-step checkout process felt too long, users didn’t trust the site because of poor-quality product images, and most shoppers on mobile devices found the layout clunky and hard to navigate.
With these insights, the team made several key changes:
- Simplified Checkout: They redesigned the checkout flow, reducing it from five steps to just two. This included adding a guest checkout option and integrating widely-used payment gateways like PayPal and Apple Pay to make the process faster and more convenient.
- Enhanced Product Pages: Knowing that product trust was a concern, the team improved the imagery, allowing users to zoom in for a closer look, and added detailed descriptions and sizing guides. They also included user-generated reviews to help boost credibility.
- Mobile Optimization: Finally, understanding that a significant portion of Olivia’s traffic came from mobile users, the team ensured that the entire site was mobile-optimized, making it responsive and easy to navigate on smaller screens.
The Results: Within just three months of launching the new design, Olivia saw her cart abandonment rate drop by 30%. Conversion rates shot up by 25%, and mobile sales grew by a staggering 40%. Customers loved the improved product information and the new, smoother checkout experience. Olivia’s business was thriving again, all thanks to a user-focused design approach.
Takeaway: By focusing on simplification and trust-building, the UX redesign transformed an underperforming website into a revenue-generating powerhouse.