I began by running a technical analysis of the website using Google Pagespeed and GTMetrix. The results were positive with a slightly low load time. I worked with the developer to try to remove some unused Javascript slowing down the loading time.
Through using Google Analytics, I found out that 64% of users are visiting the website through desktop, but the conversion rate was 54% higher on mobile. The conversion rate was also much higher when the user came through a referral such as our Mailchimp email blasts, social media, and bloggers websites. The CRO was lower than users directly visited the website. This suggested to me that I needed to give the user a better explanation of the product and company within the homepage.
A big problem on the website was the product pages. The imagery was not detailed enough for a user. I changed the imagery to have a more uniform and consistent look with actual model photos. I also felt that the copy was too generic and somewhat ambiguous. I minimized the options in the top navigation and made them more specific to increase click rate.
Hot Jar helped reveal to me some issues with copy. On both mobile and desktop users did not click on on Shop This. I changed the copy to Shop This Shirt. The heatmapping also revealed a big drop off on the desktop site. I am currently rebuilding the website to encouragee users to scroll through the home page.
I am a graphic designer turned UI/UX designer with degrees in psychology and graphic design. I combine business strategy, empathy, and design to create exceptional user experiences.
