John Callanta
Roles & Responsibilities
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Conducted competitive analysis, audience targeting, and strategies.
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Designed sales dashboards
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Led user research and analyzed sales data
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Identified drop off rates and optimization opportunities
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Standardized content for ad and landing page consistency
Overview
An e-commerce start up had difficulty converting customers due to multiple steps to add items to their carts and inconsistency between the ads driving traffic to the landing page experience.
I researched leading competitors, analyzed where users were dropping off the site, and provided direction on product page layouts that increased add to cart conversions.
Problem Statement
The company faced high exit rates on product pages due to inconsistency between ads and landing page experiences
Solution
I collaborated with UX and development teams to create a cohesive landing page experience, leading to a 46% increase in website traffic over six months.
1. Website Analysis
My first step was to gather and analyze performance metrics on the site to create benchmarks and get a glimpse of where users get stuck in the buying process.
Tasks:
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Benchmark website performance month over month (MOM) to gauge if future changes generated a positive ROI.
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Download sales data to determine who the top customers were and their average order values. (AOV)
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Also allowed me to determine who to reach out to for user interviews and surveys.
2. User Interviews
I reached out to current customers and tallied customer surveys to uncover their pain points, their motivations for purchasing products, and their overall user experience. These are some of their responses.
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"Reviews from other parents help a lot"
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"I need to see alignment with educational standards and how it fits into my lessons."
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"Frustrated when there aren't enough details about the product or if it's unclear what's included.
3. User Persona
Based on interviews, surveys, and tallying characteristics of the top buyers, I was able to create a general user persona for teachers and homeschoolers.
4. Website Evaluation
During the benchmarking phase, I focused on our top selling product pages and found it had high traffic but also high drop off rates. Based on this project merging marketing with landing page design, I evaluated the opportunities for improvement. Below were the critiques I found.
5. Wireframes & Iterations
The wireframes focused on solving three problems:
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Make it easier for users to add items to cart
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Remove or minimize distractions
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Ad & landing page consistency
The final wireframe solved all three issues after a few iterations specifically on image size, removing drop downs, and removing social sharing buttons.
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Instead of zeroing out multiple dropdowns, the design team suggested using checkboxes.
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Although having social sharing buttons helps digital marketing efforts, it is a distraction. Instead, we opted to remove social sharing buttons.
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At the time, there were only 2 ad sizes: 1:1 and 1.91:1 ratio. The final design leverages the 1:1 ratio as it was the most common among social and programatic advertising.
6. Final Design
Style: Paragraph 2: Montserrat Regular
18px font size
565px text box size,
8px from top element for 12 px separation.
16px for bottom padding to get 24px separation
12px rounded corners for overall container box
7. Business Impact
A few months after the redesign, users spent more time on the site decreasing the bounce rate and bought more textbooks which generated 4X in revenue.
Other Impacts:
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Ad creation had shorter turnaround time due to using the same image ratio for the product page with the ad.
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I was able to rotate our ads more frequently by saving the image directly from the website without the need to format to fit the proper ad platform.
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