THE SOLUTION
We deployed a team consisting of a strategist lead, Senior CRO Specialist, Senior UX Designer, senior front-end developer, and an Analytics Specialist.
Although we employed our SHIP optimization process on this particular project, we didn’t do the JTBD interviews. Instead, our team used a combination of user research, expert review, usability tests, and data analysis.
Within the first month of intense research and analysis, the team had created a humongous list of conversion bottlenecks and persuasion opportunities on the Home Gallery Stores website.
The team ranked the issues using our prioritization framework to determine which topics will most impact the bottom line while requiring the least effort.
One of the first tests we launched was to stop the bleeding on product pages. We discovered that the product page designs were not intuitive, causing the funnel to leak more revenue.
The team resolved this by creating a new compelling product page design and tested it against the original version. This was an early quick win that produced an uplift in the overall conversion rate of the site.
We continued testing, employing different persuasion and psychological techniques on various features and pages every month to figure out an optimization treatment that would work best for the site.
Our team conducted weekly status meetings to keep the Impact Home Gallery Stores team updated about the status of the different experiments, discuss new testing plans, and receive feedback on the current work.