We were engaged by Suzy to conduct a comprehensive CRO analysis and hypothesis building for her web site of a web project to increase conversions and improve user experience.
During this project, we focused on taking a close look at the site and its performance to identify weaknesses and potential areas for improvement.
In the CRO analysis process, we did:
- Traffic and user behavior analysis using the Lucky Orange app and analytics data. We started with a thorough analysis of traffic sources, most visited pages, and the paths users took on the site. And from which pages they left the site without making a purchase.
- User experience (UX) research: We analyzed the design, navigation, loading speed, and overall user experience. This phase allowed us to build assumptions about why users were not taking targeted actions on the site.
- Conversion Funnel Analysis: We took a detailed look at the conversion funnel, identifying where the most churn was occurring and identifying where improvements were needed.
- Based on our findings, we developed a series of hypotheses and suggested changes that could increase conversions. These changes included creating ready-made design layouts to reflect the changes for the site’s pages, optimizing content, and improving the checkout process.
Below are just a few of our hypotheses that were made in the process of working on the project.
- HotJar Analysis / Lucky Orange Analysis
- CRO Analysis
As a result of the CRO analysis, the client received a detailed report indicating the problem areas of the site, our suggestions for improvement, with justification of the proposed solutions. In addition, we added general recommendations to improve conversion on the site (improved navigation, organization of reviews, etc.). For the main pages of the site (product page, collection page, home page) all hypotheses made in the process of CRO analysis were formalized in the form of finished design layouts in Figma, ready for transfer to development.
The client noted an increase in conversions in a short period immediately after some of the hypotheses made in the process of CRO analysis, a decrease in % bounce rate and an increase in profits provided by the optimization of the site.