Onsite UI/UX Projects
During my time at Aurate, in addition to overseeing Integrated marketing and Performance marketing teams, I also took the lead in various site optimization projects. Through quantitative and qualitative user research, I uncovered various opportunities to improve user experience and crafted user journeys that brought increased conversion value.
Mobile Filter Redesign
Drove +200% conversion value by increasing utility of filter on mobile devices through mobile optimized redesign:
Enhanced button size and sticky filter bar
Improved labelling
Before:
Despite mobile devices making up 70% of our site traffic, filtering events on mobile was far less than desktop. At the same time, CVR of users who filtered is higher than those who don't. Therefore, there is high value in encouraging more filtering events to drive higher conversion value.
Results.
5x increase in users who filter.
4% CVR.
+200% conversion value.
Products & Cart Upsell
Lifted store’s average order value by +20% over a 2-phase iterations process:
Phase 1: Introducing AI-driven product recommendation widgets
Phase 2: Introducing progress bar at mini bag
Notes:
Upon introduction of phase 1 product up-sell widgets, users who interacted with the widgets showed +10% higher AOV and 9x higher CVR. Phase 2 progress bar further drove AOV by another +32% from phase 1.
Results.
+10% AOV after phase 1.
*Phase 1: Introduction of product widgets
+25% AOV after phase 2.
*Phase 2: Introduction of progress bar at mini bag.
+32% overall AOV.
With both the product widgets and progress bar working in tandem, we achieved a combined +32% lift to site AOV.
Full Search Result Page
Lifted conversion value by +36% for users entering funnel page through search bar
Before: Search results return selection of SKU preview
After: Introduction of search results button to allow users to dive into full search results
Notes:
CVR lifted by 1.4x and delivered +36% conversion value
Results.
Improved CVR.
Lifted CVR for funnel from 7% to 10%.
+36% conversion value.
Gift Guide / Lookbook Revamp
Drove over +300% conversion value from gift guide and look book shoppers (vs. old gift guide design) through:
Increase traffic & utility of gift guide page by >200%
Lifted CVR by 54 bps
Increased AOV by 25%