A CRO case study for ThingTesting.com
In this case study, I’ll describe the journey which led up to design solutions optimizing for Thingtesting.com’s key target conversion metric. To do so, the dynamic landscape of CRO is explored, leveraging insights to unravel its critical role in maximizing online potential. I’ll demonstrate data insights and analysis, as a foundation for design decisions on the road towards optimized conversion rate on ThingTesting.com’s website.
Thingtesting.com’s Target Structure
Thingtesting.com aims to encourage users to review products, emphasizing the importance of verified reviews and mitigating the risk of fraudulent reviews from users seeking benefits. However, beyond this primary objective, there are additional competitive goals that demand attention. For instance, the website strives to showcase new products to entice users to consider testing them. Achieving a delicate balance becomes imperative, respecting and prioritizing various user interactions. Consequently, any final design adjustments must be made with a keen awareness of potential negative spillover effects.
Understanding Conversion Rate Optimization
Conversion Rate Optimization (CRO) is a vital aspect of digital strategy. According to HubSpot, effective CRO is not just about increasing website traffic but ensuring that the existing traffic is converting into valuable actions. This aligns with the findings from the Nielsen Norman Group, which emphasizes the user-centric approach in design and content to enhance conversion rates.
Google, in its continuous efforts to improve user experience, considers page speed as a critical factor influencing conversions. According to a report by Akamai, a one-second delay in page load time can result in a 26% reduction in conversions.
In conclusion, CRO is a data-driven strategy crucial for maximizing the potential of online platforms.
Research Data Sources
Harnessing the power of user insights, HeatMaps and Screen Recordings stand as indispensable tools in the realm of website optimization, thus were selected as the two primary data sources for this project. Together, providing both quant and qual data, is a solid foundation for making informed decisions in Conversion Rate Optimization (CRO).
HeatMaps
HeatMaps provide a visual representation of user interaction, highlighting hotspots and areas that attract the most attention. This data allows us to comprehend user behavior at a glance, pinpointing where visitors engage and identifying potential friction points.
Screen Recording Analysis
Complementing this, Screen Recordings offer a dynamic view into the user journey. By observing real-time interactions, we gain a deeper understanding of how users navigate through the site, uncovering pain points and moments of delight. This qualitative approach enriches the quantitative data from HeatMaps, painting a comprehensive picture of the user experience.
Research Findings & Design Challenges
The data analysis revealed a prolonged sequence of events leading up to users reaching the product review form, despite what initially seemed like a straightforward user flow. In light of this, I opted to concentrate on the initial stages of the user journey. If a user encounters difficulties early on, there’s a risk they might not progress to the review form at all.
User Interaction with Search Functionality
Despite its prominent placement in the center of the landing screen, the primary search field saw minimal usage, giving the impression of being virtually unnoticed. Instead, users showed a preference for employing the search button positioned in the top navigation bar.
User Interaction with Navigation Menu
Users frequently accessed the top navigation menu without selecting any menu item. However, when users did choose a menu item, Brands emerged as a popular selection, leading them to initiate a brand search.
User Interaction with Product Carousels and Product Cards
Users showed a tendency to explore by scrolling through product carousels. Interestingly, the double CTAs on product cards, featuring secondary button appearances, were often overlooked. Instead, users clicked on the product card photos and then proceeded to engage in reviewing actions.
Design Challenges
Design Challenge 1
The data research indicated that the initial hurdle for users was encountered during their first interaction with the website. Users faced the decision of how and where to initiate their search for the product they intended to review. After some contemplation, users concluded to adopt two different approaches, both commencing from the main navigation. They would then either utilize the search function or navigate through the Brand menu item.
Design Challenge 2
The second challenge revealed that the Call-to-Action (CTAs) on product cards were consistently overlooked, resulting in unnecessarily extended user journeys. This extended journey exceeded both the anticipated and planned duration. As each additional action increases the likelihood of user drop-off, there is a heightened risk of negatively impacting the conversion rate.
Design Solutions
Design Solution for Search
To enhance user guidance towards utilizing the search field, one approach involves increasing the discoverability of the search field itself. This includes not only ensuring its prioritized location on the site but also making it bold enough to stand out. The current design, while neat and discrete, is overshadowed by the nearby heading and product cards.
Additionally, reducing clutter on the site is crucial. This entails focusing on design elements that serve a key purpose, streamlining the user experience.
Design Solution for Navigation
Users frequently accessed the hamburger navigation bar multiple times before deciding on their next actions. To alleviate user effort, I opted to replace the hamburger menu on the desktop design with one that displays all menu items directly on the landing page. This way, users do not need to recall menu items as they are consistently visible.
Another aspect of the solution involves reducing the number of items. Items of lesser importance were relocated to either the footer navigation or secondary menu tiers.
Design Solution for Product Cards and Carousels
Despite containing double CTAs of the secondary button type, users tended to ignore both in favor of clicking the product picture. To assist users in making a choice, the hierarchy on the cards was adjusted to elevate the importance of the Review CTA button. This involved converting it into a primary button, granting it the highest rank in the hierarchy. Furthermore, to reduce cognitive load, the button text was changed to a more familiar vocabulary, transitioning from “Tested” to “Review.”
Benefits of the Design Changes
In the pursuit of an enhanced user flow, the design changes hold promising potential upsides. First and foremost, users should now be able to swiftly discover the right product, streamlining their journey with efficiency.
Additionally, the revamped design minimizes detours, reducing distractions from other enticing items along the search path. This focused navigation not only saves users time but contributes to a more uninterrupted experience.
By facilitating smoother navigation and minimizing distractions, we pave the way for users to engage more thoroughly. Ultimately, the ripple effect of these design enhancements extends to supporting Thingtesting.com to reach their major conversion target in terms of the number of users who manage to complete product reviews on the site.
Did you learn something new?
If you found this post of value, please give it a like and feel free to follow me to learn more about how to leverage value from UX design.
