AlexandAlexa commissioned Box UK's User Experience (UX) consultants to conduct an evaluation of their existing e-commerce site in order to deliver recommendations that would help increase traffic and conversion rates, as well as visitor engagement. In particular the retailers wanted to improve the presentation of products, and optimise the user journey from the homepage through to product selection, shopping basket and subsequent purchase.
Box UK's consultants began the expert usability review of AlexandAlexa's site with usability testing. Members of AlexandAlexa's target audience were asked to complete key tasks so that real user issues, feedback and interactions could be incorporated into the review. Analysis of Google Analytics data provided by AlexandAlexa was also undertaken to identify trends in user behaviour and highlight opportunities for improvement.
This initial assessment, coupled with an understanding of the key business objectives and user needs, enabled Box UK’s consultants to determine the main focus for the expert usability and user experience (UX) analysis. Concentrating on the site’s navigation, product page layout, product filtering and checkout process, our UX consultants worked through key user journeys and identified those elements which could be refined to make the browsing, selection and purchase process as intuitive and engaging as possible. The effectiveness of additional site elements, such as the brand’s online newsletter, was also reviewed to help AlexandAlexa increase visitor engagement. An assessment of accessibility and performance looked at the technical specification of the site with regards to the requirements and constraints of AlexandAlexa’s users, in order to discern if this was having a negative impact on visitor traffic and conversions.
The results of Box UK’s analysis were delivered to AlexandAlexa as a bespoke expert usability review, detailing the findings of the review along with a number of clear recommendations for improvement, prioritised to provide AlexandAlexa with the flexibility to make high impact changes or ‘quick wins’ first, maximising the time and budget available to them.
By conducting real user testing and analytical analysis Box UK gained a valuable in-depth understanding of AlexandAlexa’s real users. This enabled them to combine industry and UX best practice with tailored advice that ensured the unique behaviours and constraints of visitors could be catered to, helping remove barriers along the user journey and encourage conversions.
Could your site or application benefit from such a review? Talk to us today.