Hebbers
Boosting the experience and conversion of a creative webshop
Hebbers is a webshop that started off by selling unique stationery and greeting cards but quickly grew it’s assortment with DIY- and other lifestyle products. Because of their rapid growth and product expansion, the website structure didn’t match their product offering anymore. It lacked logical clustering, inspiration and it was hard for visitors to find what they were looking for.
User behavior insights
After the kick-off where we defined the business goals, I started the research phase and gained insights from Google Analytics, Smartlook recordings, competitors and performed a website scan (audit)
The video (in Dutch) shows some of the insights that arose:
- A lot of users visit the DIY blog articles but often also instantly left. The pages lacked inspiration and in-page navigation (and a clear link-style) to continue his journey.
- Many visitors landed on product pages and viewed the 4 ‘related items’ but didn’t click on them and bounced.
- A majority of users reached the bottom part of the product detailpage (including the footer), there was a big opportunity here to show more related items and show links to other categories.
The mobile prototype
Based on Google Analytics data, the user insights and e-commerce best-practices I explored multiple high-over wireframe solutions and turned the ones that suited the business- and user goals best into a detailed mobile prototype where:
- The menu is scaled down from 9 to 4 main product categories.
- The sticky header on the homepage and category pages allows users to easily browse through multiple categories.
- Home and category pages now show clustered sets of products.
- Sub-categories are instantly accessible (through the yellow buttons).
- On product pages the breadcrumb shows relevant navigation items.
- Delivery USP’s are highlighted to build trust and to incentivise users to order.
- Part of the product description is hidden so users that aren’t interested will more easily reach the 8 related products to inspire them to continue their journey.
- There are no more dead-ends at the bottom of product pages: we now show links to the product categories instead of hiding them in the menu. This is espcially handy on mobile, where the navigation is often hidden in the burger menu.
Dead ends are killing your conversion
I’ve worked for several clients in the e-commerce landscape and noticed that the bounce rate of product detail pages can fluctuate tremendously. This can be caused by many reasons. One of them could be that the customer started his online journey from Google Shopping and from there he/she keeps jumping from site to site. Or your website visitor is still in the orientation phase of his shopping experience.
These are factors you have no control over. But you cán make it as easy as possible for the visitor to get inspired to visit another section within your website. And if your users, like Hebbers, also tend to reach the bottom of the product page: always make sure it isn’t a dead end.
Even the footer can help increase conversion!
The results
The new UX design focuses on delivering a consistent and straightforward online shopping experience as well as these business goals:
- An increase in visited pages per session.
- A lower bounce rate on product- and category pages.
- Leading more blog visitors to product- or category pages
- And of course a higher conversion rate (increase the sales!)
The prototype mapped out the main user-flows and was used by development as the ‘single source of truth.’ Hebbers realized the visual design and development in-house and they continuously keep improving their website.
The product detail page has not yet been adjusted, but so far (from may till august 2021) we see an overall increase of time spent on page of almost 16% and on the category overview pages the bounce rate decreased with 3,58% and the amount of pages visited per session increased by 3,24%, especially on mobile.
Also ready to increase your conversion?
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Do you have a UX question or potential project in mind?
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Set up a free Zoom-call to tell me about your UX wants & needs
Do you have a UX question or potential project in mind?
GET IN TOUCH
Set up a free Zoom-call to tell me about your UX wants & needs