PROBLEM
With the popularity of the smartphone and internet, more and more shoppers are using mobile devices to search and explore products online and therefore, the mobile users are starting to dominate the e-commerce industry. How to keep shoppers stay and make an action with the mobile website is becoming the key to grow the business nowadays.
SOLUTION
To solve the low conversion rate issue at mobile website, we started the project from User Behavior Analysis using heat-map and scroll-map from Crazy Egg. Based on the these data, we found 5 notable phenomena on mobile devices:
- Less than 25% users read the details of the product description.
- Price is the key information on the Product Page. More than 75% users are searching for product price even though they need to go through the long product description before seeing it.
- Users would like to see more review details of this product.
- Less than 30% users care about shipping and payment information at Product Page.
- Over 50% users are looking for product recommendations and related categories to explore more products.
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| (I) Legacy vs. New Version |
With the insights of user behavior, 6 actionable improvement items were added into our new version of the mobile Product Page:
- Shorten 1/3 Product Page by combining the image and the video section, displaying the product name in 2 rows at most, adding tab design for the shipping and payment information, and collapsing the variants section with sticky add to cart button.
- Shift up the price and camping information to attract our shoppers at the first glance.
- Display part of the product description so shoppers can see other recommendations quicker and easier if this product is not their thing.
- Expand some of the review details to increase customer's trust on the website and the product.
- Change the UI design of the related categories section from a series of text links to a series of buttons which is much easier for shoppers to click on mobile devices.
- Implement the swipe function on the recommendation widget which makes the product exploration more mobile-friendly.
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| (II) The Process in the Redesign Project |
On top of that, the whole project relied on the good global cross-functional teams' cooperation in time. My role in this project was Product Manager who made the proposal to the managers with market research and requirement documents and managed the timeline of each task to complete the project within a deadline of 3 months. I coordinated with 8 teams in 4 countries, including Japan, Taiwan, India and United States, with different time zones.
Started from requirement interviews with 4 business teams, following with product design with UI/UX designers and developers, monitoring the quality testing with QA teams and conducted A/B testing using Maxymiser with consultants in the USA. Clear goal, effective communication and good cooperations were the keys to the success of this project.