Process and What I Did
The project to improve Ark.no's user experience and conversion rate involved a systematic approach encompassing various stages. Our team executed a comprehensive UX/CRO audit, conducted A/B testing on landing pages, redesigned the website's navigation and content flow, revamped campaign and theme pages, enhanced the filter UI, simplified the checkout process, and made strategic color scheme adjustments. Data-driven insights drove these efforts and close collaboration with Ark.no's internal teams, ultimately contributing to significantly improved user experience and increased conversions.
The first step in the project was conducting a comprehensive UX/CRO audit to identify areas of improvement. This audit involved analyzing the current website design, navigation, content flow, and other elements that play a crucial role in user experience and conversion rates.
To execute the comprehensive UX/CRO audit, our team first collected data on user behavior, website performance, and conversion rates. This involved using various tools such as Google Analytics, Hotjar, and user surveys to gather insights into user interactions and pain points. Based on the data collected, we analyzed the current website design, navigation, content flow, and other elements that played a crucial role in user experience and conversion rates. This analysis enabled us to identify the primary areas of improvement and develop a strategic plan to address them.
A/B Testing Landing Pages
To optimize the website's conversion rate, our team conducted A/B tests on various landing pages. This allowed us to compare different design elements and layouts, ultimately helping us identify the most effective solutions for increasing conversions.
To conduct A/B testing on various landing pages, our team first created multiple design variations with different layouts, call-to-action buttons, and content placements. We then used tools like Optimizely and Google Optimize to test these variations on a segment of the website's traffic, collecting data on user engagement, bounce rates, and conversion rates. After analyzing the results, we identified the most effective design elements and layouts and implemented them on the website to increase conversions.
Improved Navigation and Content Flow
A key aspect of the project involved redesigning the website's navigation and content flow to make it easier for users to find and explore products. This included creating content flows that encouraged users to discover new products, and adding an improved filter UI for seamless product search.
To redesign the website's navigation and content flow, our team first analyzed user behavior data to understand how users interacted with the site and where they encountered difficulties. We then developed a new site architecture and navigation structure, incorporating features like mega menus, breadcrumbs, and clear category labels to make it easier for users to find and explore products. Additionally, we created content flows that encouraged users to discover new products by showcasing related items and personalized recommendations.