Project Product page redesign
Room for Improvement
Firstly, this project was designed and launched without user testing. The client and I were confident in our hypotheses that key changes would make the page easier to use, but user tests are critical for making sure our assumptions are accurate. Additionally, aspects of our solutions might have been improved with user feedback. For instance, while the option thumbnail images are great for most users, there are situations where the material or color label might still be needed. We included alt tags for our users who use screen readers or utilize hover states, but we've since had incidents where a user knew the name of the option they needed but couldn't tell which option to choose (perhaps it was a shade of blue and two blues looked too much alike). Without user testing, we might still be missing opportunities to improve the efficacy of the layout.
Secondly, we did not iterate gradually to see how well specific changes impacted conversion. Going forward we should take more opportunities to iterate and A/B test small parts at a time. While we cannot tell which parts contributed to the overall site conversion rate, the net effect was an increase of 33%. Unfortunately we did not set up specific data collecting with internal or external tracking sources to compare the new design with the old specifically, we only measured site wide changes for periods before and after the design launch. In hindsight, even with high confidence of success, it would have been illuminating to have this data and is something to remember to set up properly in future projects.
Lastly, we should look at ways to improve social proof. Like most e-commerce sites, the Client relies heavily on user submitted product reviews for social proof, but unfortunately many of their products have no reviews. Given the Client's size and proximity to their users (a family-owned business where customers often email the owners directly for dog training advice), it would serve them to use these connections to gain more personalized reviews. Additionally, putting faces and real names to statements is proven to be more effective than large review databases with faceless and anonymous users. Reaching out to past customers (especially ones who gave rave reviews) and highlighting their stories could be a more effective way to approach social proof.