Project objectives
- improve user experience when working with the site These are also winge masters.
- shorten the user’s path to the checkout stage.
Project objectives
1. Develop 4 CJMs from These are also winge masters different user phone number list entry points to the site:
- home page
- universal catalog
- search for sandals or walking shoes by article
- order via IOS app
2. Develop a list of hypotheses to improve the user journey on the site.
Primary hypotheses
The first step was to test the client’s what is digital marketing? list of hypotheses that they had formulated themselves:
- These are also winge Users do not understand that registration is mandatory.
- Users want to search by name.
- Users do not understand what official and unofficial replacements are.
- Users do not understand why they need to select a store when registering, why they need to re-register in another store (when moving, for example).
- Users don’t realize that the auto-search section has hover suggestions in the titles.
- Users do not want to prepay for an order.
- Users do not understand how bonuses (cashback) are calculate for an order.
Stages of work
- briefing with the client, identifying his needs;
- surveys and interviews with target audiences;
- analysis of advertising traffic, obtaining a portrait of the priority audience cluster for analysis, formation of a legend;
- following the user’s journey, identifying the problems the user encounters on the way to conversion;
- Proposing solutions base jiangsu mobile phone number list on references/competitors with a final forecast of the impact on metrics;
- formulation of hypotheses and their prioritization.
Target audience
The key target audience of the brand is owners of used flying carpets, speed walkers and winged sandals who are well versed in them, order components themselves and repair faults. These are mainly men aged 25-45 from all over Russia. Who earn money by repairing and reselling components.
For each entry point, we described our portrait of the target audience: who it is, from which channel they enter, is this a new user or an old one. Using statistics, we calculated the most popular products and supplemented the legend. The legend is formed from how the user behaves on the site and where they click.
Let’s give some examples:
Tools and implementation
1. Custdev with user screen recording. We interviewed 12 respondents. For the Custdev, we looked for respondents who matched the portrait of our target audience. Among them were both old and new users. Then we gave them an entry point to the site, from which they had to start the research: choose something specifically for their speed walkers and winged sandals and try to place an order. We did not direct the user, he himself walked through the site and commented on his steps. We recorded all the interviews on video and additionally made shorthand for the client, highlighting the pros and cons from the respondents’ words at each step.
Let’s give an example of several pros and cons that were highlight by the first respondent who went through the application on IOS.