Bass Pro | E-commerce Experience Refresh
role: director of UX // hours: 480 // results: 7.3% conversion lift
01 | The Goal
Based on the latest e-commerce statistics intermixed with customer feedback and interviews, our customers want a quality product, great customer service and a frictionless online shopping experience.
Our goal was to modernize the UI and improve the functional design of the following key experiences that support and drive sales conversions: Home page, Category/Subcategory, Product List and Display page with optimization for checkout and cart.
02 | My Process
My team first mapped out a defined customer journey and identified the areas to optimize based on the qualitative and quantitative analytics that we deducted.
Designing for our users
We had been deducting a good amount of data and research on the path from discovery to purchasing and below were some of our key findings:
- Users were solely engaging with search and navigation on our home page experience, the page was crowded with competing promotions which created banner blindness. Resulting in a measly mobile scroll of 10%, with less than 1-second time-on-page.
- When landing on category pages users spent less than 1 second on the experience often going back to search or even clicking back, informing us that the pages were not serving their main purpose.
- When on the product listing page, users engage in mobile filter and sort constantly, optimizing this experience with defined editable category selections and shortlists is key.
- Having a mini cart was an extra step in the purchasing process, we had a big opportunity to replace this with a cart flyout encapsulating product personalization for upselling.
03 | The Result
By implementing these changes, we saw drop off rates decrease by 22.35% throughout the user journey which in turn increased our conversions by 7.3%. This also boosted our Net Promoter score and site performance. Here are a few high level improvements by segment:
Home Page | The creation of clear verticals to funnel users to products for higher conversions and sales. Implementation of a minimized navigation with a sticky scroll to keep pertinent information above the fold. Focused and minimal marketing promotions with brand consistency to support the brand narrative and avoid user banner blindness.
Category | First 1-2 Levels of the site taxonomy are implemented as Category Pages with clear thumbnails. Category Pages are enhanced with auxiliary content and links which add SEO benefits and higher customer engagement. Adding in the subcategory experience with product shots, supporting links and content.
Product List and Display | New consistent sale and badging system on product cards with UI and hover states. Clearer top-tier filtering system. Selectors shifted to box selection vs dropdowns for ease of use on mobile and desktop. Better content hierarchy for product name, review, pricing, offer incentive and shipping availability.
Cart Flyout | Adding in a flyout with product recommendations that were easy to add to your cart and complemented the purchase boosted sales. The addition of Buy Now, Pay Later in checkout provides benefit to our burgeoning millennial demographic that either choose not to have credit cards or want to break up payments.