Case Study
Disguise the Surprise offers a unique product with proven market interest. However, suspected conversion roadblocks necessitated a detailed investigation into user engagement and the buyer journey.
Objectives
Identify conversion blockers.
Conduct a comprehensive audit of analytics data, user flows, site errors, and platform performance to pinpoint where users drop off and identify obstacles in the conversion process.
Increase user engagement.
Test methods to increase time on site, such as interactive content, optimized user interface, homepage merchandising, and personalized recommendations.
Improve the overall buyer experience.
Enhance the user journey by addressing conversion barriers and increasing engagement, resulting in a seamless and enjoyable shopping experience.
Findings
Mobile Performance
Over 80% of traffic comes from mobile, yet performance is suboptimal.
Site Speed Issues
Slow loading times lead to user drop-offs, affecting conversion rates.
Video Dependency
Reliance on video to convey USPs adds to speed and performance issues, and 90% of visitors don’t watch.
Recommendations
Addressing site speed and mobile performance are critical for user engagement, especially for small brands that need to build trust. This is critical especially when investing in paid media.
Reducing dependency on video content is highly likely to improve product visibility and user interaction, and in turn, conversions.