While we were driving more traffic to the website and improving engagement, we realized that the user experience on the website itself needed improvement to boost conversion rates. To address this, we conducted an in-depth audit of the website’s UX/UI, identifying pain points such as slow-loading pages, unclear product descriptions, and a confusing checkout process.
We made several key adjustments, including:
- Optimizing page speed: Reduced load times by 32%, from an average of 4.8 seconds to 3.3 seconds, by compressing images and enabling browser caching.
- Enhancing product pages: Added more detailed product descriptions and customer reviews to build trust and provide more information.
- Streamlining the checkout process: Reduced the number of steps in the checkout flow from five to three and introduced a guest checkout option, which led to a 22.9% reduction in cart abandonment.
By the end of April, these changes had boosted the overall site-wide conversion rate from 1.8% to 3.1%. This meant that not only were we driving more traffic to the website, but we were also converting a higher percentage of visitors into paying customers.