Introduction

The overall goal of this project is to redesign the BOXRAW website to give it a fresh look and to improve its conversion rate optimisation (CRO). To move forward we needed to assess what our current customers’ experiences were like and create a strategy to improve it with the new design. In order to do this, the different audiences and their pain points had to be identified and assessed. 

To do this we conducted a variety of qualitative & quantitative research methods. Interviews and surveys were held, and any existing data was analysed by using Google Analytics and Hotjar. 

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Stakeholder Interviews

Stakeholder interviews were semi-structured, open-ended questions, conducted as 1-to-1 or group meetings with a range of staff at BOXRAW. This included the CEO, department heads, and members of the content, partnerships, marketing and sales team. It was important to get as many perspectives as possible because the redesign impacts all departments. 

In essence, the questions were:

• What do you need to fulfil your Q1, 2, 3 and 4 targets? 
• What does success look like to you?
• What are your department’s 1, 2 and 5-year goals?
• What currently works with our current product and what doesn’t?
• Are there any specific pain points you've identified with our website?

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User Interviews

User interviews were planned out with people aged 18 to 35 to test user journeys. These journeys were:

1. Purchasing new clothes
2. Clicking a BOXRAW advert
3. Window shopping (browsing)
4. Checkout behaviour
5. Contacting customer service

During interviews, we looked out for how smooth task completion was for the user, how long it took for them to complete a task and to take note of any obstacles the user bumped into. We planned to ask questions about how participants felt about the site before using it, for example:

• Have you used this website before? If so, how frequently?
• Have you used a website similar to BOXRAW.com? If so give an example.
• Why would you purchase from those websites?

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Data Analysis

User behaviour was monitored using Hotjar, Google Analytics and Shopify Analytics, to view traffic data, abandoned carts, click rates, heatmaps, recordings and general observations. Doing this provides us with data we can use to solve the problems we faced by finding patterns within it. 

85% of usage is on mobile, so the website design needs to be optimised for mobile. This will be explored later with online research to find and apply the best industry practices for keeping users engaged and converting traffic to purchases. 

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Session Recordings & Observations

I observed hundreds of user behaviours with Hotjar to see how they interacted with the website by watching session recordings of when they visited the website and viewing heatmaps.  I examined what the user focuses on, and where they got confused or frustrated. The point of this was to understand why users were abandoning their carts or not scrolling as much as desired. 

Results showed that a majority of visitors lasted less than 5 seconds on the homepage, many searched for specific products like the Sauna Suit, and some browsed collections for a long time but didn't fulfil a purchase. 

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Summary

This process helped us discover areas for improvement and come up with new ideas for what needs to be done. Going forward, knowing data insights such as 85% of traffic comes from mobile, means that designs will be focused on the mobile experience first. This also meant that research had to go into understanding how to best optimise e-commerce websites for mobile.

More questions were raised from this process, so they will be explored more and narrowed down during the Define stage.