OODIE

The Enhancements in UX and CRO through Auditing Boosted User Engagement and Sales

The UX & CRO Audit is a comprehensive evaluation that incorporates heuristics, optimization techniques, and both quantitative and qualitative user research. The audit includes a summary of findings, as well as visual representations of the recommended changes

Company

THE COMPANY

Sales of oversized Wearable Blankets & Accessories

The Oodie is Australia's favourite oversized blanket hoodie! Stay warm all year round with our premium sherpa fleece blanket

THE CHALLENGE

A growing number of users are abandoning the site and resulting in a higher bounce rate

We observed a significant decline in user engagement and a noticeable increase in bounce rates on Google Analytics. This resulted in decreased sales and subpar performance of our tracked goals. Nevertheless, we are confident that conducting a UX and CRO audit will have a positive impact and significantly improve our current metrics.

THE SOLUTION

What I did to solve the problem and suggest a way out

To conduct user research for the audit, I utilized two platforms, Hotjar and TryMyUI.

In Hotjar, I set up an Exit Intent Poll which allows me to collect data on user behavior when they show intention to leave a website. I also enabled Snapshots, a feature that takes screenshots of a user's screen as they interact with a website.

I scheduled Sales/Customer Support Interviews to gather insights from the company's customer-facing departments.

In TryMyUI, I ordered User Tests, which allowed me to observe users as they perform specific tasks on a website.

Once the Exit Intent Poll was completed, I ended it in Hotjar.

The following steps were taken in the CRO Audit:

Heuristic Walkthrough: A thorough evaluation of the website's design and functionality, to identify areas for improvement and potential usability issues.
Client Sales/Customer Support Interview: An interview with the sales and customer support team to understand their insights into user behavior and preferences.
Google Analytics Data Review: A comprehensive analysis of website traffic and user behavior data from Google Analytics.
Heatmap and Scrollmap Data Review in Hotjar: A review of heatmap and scrollmap data collected using the Hotjar tool, to understand user engagement and interaction with different parts of the website.
Exit Intent Feedback: Analysis of feedback collected through exit intent pop-ups, to understand why users may be leaving the website.
Best Practices Checklist: An evaluation of the website against a checklist of best practices in site optimization and user experience design.
Competitor Analysis: A comparison of the website with similar websites in the same industry, to identify strengths and weaknesses and to learn from the competition.
Prioritizing Tests: Identification of the most critical areas for improvement, based on the results of the previous steps, and prioritization of tests to validate the proposed changes.
High-Fidelity Design: Creation of high-fidelity design mockups to test and validate the proposed changes.

The CRO Audit provides a comprehensive analysis of the website, to help prioritize and implement changes that will improve the user experience and increase conversions.

The Oodie UX_CRO for Hero Section (1).png

The Oodie UX_CRO for Hero Section (2).png

EXTRA INSIGHTS

Lessons Learned

We learnt that understanding intent was necessary for most new users as to driving engagement. UX conversion optimization efforts improved the usability experience, increasing overall conversion rates by 60%.