Project​ ​Name 
UX/CRO​ ​Research
Date:​ ​09.08.2017 Reporter:​ ​Reinis​ ​Groskops

Project:​ ​project​ ​name Reviewed​ ​by:​ ​Glebs​ ​Vrevskis

 
Introduction 
 
Executive​ ​summary 
 
Audience​ ​overview​ ​and​ ​user​ ​personas
 
User​ ​Behaviour​ ​Overview 
 
Digital​ ​Analytics​ ​analysis​ ​/​ ​UX​ ​research​ ​and​ ​analysis​ ​of​ ​key 
website​ ​areas 
 
Appendix
1​​ ​Introduction 
This​ ​is​ ​a​ ​User​ ​Experience​ ​and​ ​Conversion​ ​Rate​ ​Optimization​ ​research​ ​report​ ​created​ ​by
Scandiweb​ ​Analytics​ ​department​ ​for​ ​Project​ ​Name​ ​eCommerce​ ​store​ ​“store​ ​name”.​ ​During​ ​the
execution​ ​of​ ​UX/CRO​ ​research,​ ​we​ ​have​ ​examined​ ​various​ ​parts​ ​of​ ​your​ ​ecommerce​ ​store
configuration,​ ​user​ ​flow​ ​and​ ​user​ ​experience​ ​focusing​ ​on​ ​functionality,​ ​usability,​ ​information
architecture​ ​and​ ​UX​ ​best​ ​practices.​ ​The​ ​research​ ​was​ ​done​ ​with​ ​respect​ ​to​ ​the​ ​current​ ​website
design​ ​and​ ​functionality​ ​version.​ ​Audit​ ​report​ ​consists​ ​of:

● Executive​ ​summary​ ​of​ ​the​ ​research​ ​findings,

● Digital​ ​analytics​ ​data​ ​overview,
● Digital​ ​Analytics​ ​analysis​ ​/​ ​UX​ ​research​ ​and​ ​analysis​ ​of​ ​key​ ​website​ ​areas,
● Additional​ ​website​ ​UX/CRO​ ​improvement​ ​points

The​ ​main​ ​data​ ​sources​ ​used​ ​in​ ​the​ ​research:

● Websites​ ​Google​ ​Analytics​ ​property​ ​(ID:​ ​UA-NNNNNN-N)
● LuckyOrange​ ​and​ ​Formisimo​ ​accounts​ ​for​ ​user​ ​recordings​ ​and​ ​heatmaps
● Trymyui.com​ ​User​ ​Interview​ ​results
● Documentation​ ​on​ ​previous​ ​User​ ​Research​ ​done​ ​for​ ​Project​ ​Name​ ​ ​(customer​ ​surveys,
competitor​ ​analysis​ ​etc)

Should​ ​there​ ​be​ ​any​ ​questions​ ​regarding​ ​audit​ ​results,​ ​feel​ ​free​ ​to​ ​contact​ ​audit​ ​reporter
(​[email protected]​)​ ​or​ ​audit​ ​reviewer​ ​(​[email protected]​).

 
 2​​ ​Executive​ ​summary
Priority  Improvement  Affected​ ​page  Why?  Impact 

To​ ​be​ ​updated​ ​after​ ​meeting​ ​with​ ​Company​ ​Name

A​ ​full​ ​list​ ​of​ ​all​ ​suggested​ ​improvements​ ​(154)​ ​along​ ​with​ ​more​ ​explanations​ ​and​ ​the
suggestions​ ​not​ ​mentioned​ ​in​ ​Executive​ ​Summary​ ​can​ ​be​ ​found​ ​in​ ​Appendix​ ​and​ ​in​ ​online
spreadsheet​ ​by​ ​the​ ​link​ ​below.

LINK​:
3​ ​Audience​ ​overview​ ​and​ ​User 
Personas 
User​ ​personas​ ​are​ ​fictional​ ​representations​ ​of​ ​who​ ​the​ ​buyers​ ​are,​ ​what​ ​are​ ​their
intentions,​ ​how​ ​they​ ​make​ ​the​ ​decision​ ​to​ ​buy​ ​and​ ​what​ ​drivers/​ ​friction​ ​points​ ​might​ ​skew​ ​their
decision​ ​in​ ​favour​ ​of​ ​completing​ ​the​ ​purchase​ ​or​ ​giving​ ​up.​ ​Data​ ​on​ ​user​ ​personas​ ​should​ ​be
updated​ ​continuously​ ​as​ ​the​ ​audience​ ​might​ ​change​ ​or​ ​new​ ​findings​ ​about​ ​current​ ​customers
might​ ​come​ ​up.

User​ ​personas​ ​presentation:

3.1​​ ​Audience​ ​data​ ​overview

New​ ​vs.​ ​Returning​ ​visitors:

As​ ​you​ ​can​ ​see​ ​by​ ​the​ ​charts​ ​above,​ ​new​ ​visitor​ ​sessions​ ​take​ ​up​ ​about​ ​37.4%​ ​and
returning​ ​visitors​ ​subsequently​ ​62.6%​ ​of​ ​total​ ​sessions.​ ​ ​Bounce​ ​rate​ ​for​ ​new​ ​visitors​ ​is​ ​37%
which​ ​is​ ​average​ ​compared​ ​to​ ​industry​ ​benchmarks​ ​(26%-40%​ ​is​ ​considered​ ​average/good).
23.5%​ ​for​ ​returning​ ​customers​ ​is​ ​really​ ​good,​ ​however​ ​these​ ​numbers​ ​by​ ​themselves​ ​are​ ​not
enough​ ​to​ ​make​ ​conclusions.​ ​We​ ​will​ ​dive​ ​deeper​ ​in​ ​these​ ​metrics​ ​in​ ​the​ ​next​ ​chapters.
Below​ ​you​ ​can​ ​see​ ​New​ ​vs.​ ​Returning​ ​visitors​ ​split​ ​by​ ​channels.​ ​This​ ​information​ ​is
useful​ ​to​ ​see​ ​which​ ​channels​ ​are​ ​preferred​ ​by​ ​loyal​ ​(returning)​ ​customers​ ​and​ ​where​ ​to​ ​address
new​ ​audiences​ ​to​ ​get​ ​the​ ​best​ ​possible​ ​reach.
 First​ ​two,​ ​direct​ ​and​ ​referral​ ​traffic​ ​charts​ ​show​ ​healthy​ ​proportion​ ​of​ ​new​ ​visitors.​ ​Since
these​ ​two​ ​channels​ ​are​ ​mostly​ ​passive​ ​(not​ ​directly​ ​dependant​ ​on​ ​companies​ ​efforts)​ ​it​ ​is​ ​good
to​ ​see​ ​that​ ​new​ ​visitors​ ​find​ ​their​ ​way​ ​to​ ​the​ ​website​ ​on​ ​their​ ​own.
Search​ ​is​ ​performing​ ​well,​ ​bringing​ ​in​ ​50:50​ ​of​ ​new​ ​and​ ​returning​ ​customers.​ ​One​ ​thing
to​ ​note​ ​is​ ​that​ ​paid​ ​search​ ​is​ ​bringing​ ​in​ ​a​ ​considerable​ ​portion​ ​of​ ​returning​ ​visitors.​ ​Retargeting
of​ ​users​ ​who​ ​left​ ​the​ ​website​ ​is​ ​considered​ ​a​ ​good​ ​practice​ ​however​ ​it​ ​might​ ​also​ ​happen​ ​that
traffic​ ​that​ ​is​ ​paid​ ​for​ ​would​ ​visit​ ​the​ ​site​ ​anyway.​ ​This​ ​would​ ​be​ ​a​ ​good​ ​place​ ​for​ ​investigation​ ​in
order​ ​to​ ​optimise​ ​ad​ ​spending.
 You​ ​can​ ​see​ ​that​ ​e-mail​ ​brings​ ​in​ ​a​ ​large​ ​percentage​ ​of​ ​returning​ ​visitors​ ​which​ ​means
that​ ​tailored​ ​content​ ​can​ ​be​ ​created​ ​for​ ​loyal​ ​customers​ ​and​ ​distributed​ ​via​ ​e-mail.​ ​Social​ ​media
on​ ​the​ ​contrary​ ​-​ ​should​ ​be​ ​used​ ​to​ ​appeal​ ​to​ ​new​ ​customers​ ​and​ ​especially​ ​younger​ ​audiences
which​ ​is​ ​one​ ​of​ ​the​ ​future​ ​goals​ ​for​ ​company.

Location

Majority​ ​of​ ​traffic​ ​(95%​ ​of​ ​sessions)​ ​comes​ ​from​ ​United​ ​states​ ​and​ ​with​ ​the​ ​next​ ​highest
session​ ​share​ ​is​ ​Canada​ ​(1.4%​ ​of​ ​sessions).​ ​Here​ ​is​ ​a​ ​chart​ ​of​ ​international​ ​(Non-US)​ ​visitors
and​ ​their​ ​respective​ ​session​ ​count.
Here​ ​is​ ​a​ ​more​ ​detailed​ ​breakdown​ ​of​ ​US​ ​traffic:

You​ ​can​ ​see​ ​that​ ​the​ ​5​ ​most​ ​populated​ ​states​ ​also​ ​share​ ​the​ ​biggest​ ​portion​ ​of​ ​the​ ​traffic.
In​ ​order​ ​to​ ​see​ ​how​ ​each​ ​state​ ​is​ ​performing​ ​separately,​ ​we​ ​can​ ​break​ ​down​ ​the​ ​information​ ​on
states​ ​by​ ​conversion​ ​rate​ ​of​ ​each​ ​state.
 Although​ ​traffic​ ​from​ ​New​ ​York​ ​takes​ ​up​ ​a​ ​large​ ​proportion,​ ​conversion​ ​rate​ ​is​ ​lower​ ​than
other​ ​states​ ​in​ ​the​ ​top​ ​20.​ ​This​ ​might​ ​be​ ​due​ ​to​ ​the​ ​physical​ ​store​ ​proximity​ ​to​ ​their​ ​location,
since​ ​it​ ​still​ ​is​ ​prefered​ ​by​ ​many​ ​to​ ​try​ ​on​ ​the​ ​clothes​ ​in​ ​real​ ​life​ ​and​ ​buy-in​ ​store,​ ​even​ ​after
browsing​ ​products​ ​online.

In​ ​the​ ​chart​ ​below​ ​you​ ​can​ ​see​ ​that​ ​even​ ​with​ ​the​ ​low​ ​conversion​ ​rate​ ​New​ ​York​ ​has​ ​the
highest​ ​AOV,​ ​which​ ​also​ ​provides​ ​the​ ​biggest​ ​share​ ​of​ ​revenue​ ​($1,660,317.33​ ​with​ ​California
coming​ ​in​ ​second​ ​with​ ​$1,486,897.96).​ ​Interesting​ ​to​ ​see​ ​Texas,​ ​Massachusetts​ ​and​ ​Tennessee
with​ ​both​ ​high​ ​conversion​ ​rate​ ​and​ ​Average​ ​order​ ​values.​ ​Chart​ ​with​ ​Top​ ​10​ ​states​ ​with​ ​most
revenue​ ​is​ ​added​ ​below.

Demographics

As​ ​it​ ​was​ ​already​ ​discussed​ ​previously,​ ​great​ ​majority​ ​of​ ​visitors​ ​are​ ​female.​ ​Even​ ​those,
accounted​ ​as​ ​being​ ​male​ ​are​ ​most​ ​likely​ ​ladies​ ​using​ ​their​ ​family​ ​devices​ ​with​ ​accounts​ ​set​ ​up
by​ ​other​ ​family​ ​members.​ ​Here​ ​are​ ​the​ ​statistics​ ​gathered​ ​in​ ​from​ ​visitor​ ​data.
 Since​ ​company​ ​is​ ​only​ ​targeting​ ​women​ ​both​ ​with​ ​products​ ​and​ ​promotions,​ ​Male
audience​ ​should​ ​not​ ​be​ ​interested​ ​in​ ​the​ ​offering​ ​therefore​ ​would​ ​not​ ​be​ ​the​ ​highest​ ​priority.​ ​Also
in​ ​addition​ ​as​ ​mentioned​ ​above​ ​in​ ​current​ ​case​ ​it​ ​is​ ​difficult​ ​to​ ​distinguish​ ​between​ ​Male​ ​visitors
and​ ​Females​ ​using​ ​devices​ ​set​ ​up​ ​by​ ​their​ ​relatives,​ ​continuing​ ​from​ ​here​ ​it​ ​will​ ​be​ ​considered
that​ ​vast​ ​majority​ ​of​ ​traffic​ ​are​ ​Women​ ​and​ ​not​ ​segmented​ ​further.

Next​ ​up​ ​we​ ​will​ ​look​ ​at​ ​age​ ​groups.​ ​According​ ​to​ ​the​ ​kickoff​ ​meeting​ ​discussion​ ​and
answers​ ​to​ ​customer​ ​surveys​ ​more​ ​than​ ​half​ ​of​ ​companies​ ​customers​ ​are​ ​60​ ​and​ ​older​ ​and​ ​just
9%​ ​being​ ​younger​ ​than​ ​50.​ ​Surveyed​ ​people​ ​represented​ ​general​ ​customer​ ​who​ ​shops​ ​at
various​ ​locations​ ​and​ ​not​ ​necessarily​ ​uses​ ​the​ ​online​ ​store​ ​(53%​ ​buy​ ​majority​ ​online)​ ​so​ ​it​ ​was
interesting​ ​to​ ​compare​ ​the​ ​general​ ​customer​ ​and​ ​online​ ​visitor​ ​data.
 As​ ​you​ ​can​ ​see​ ​by​ ​the​ ​charts​ ​above,​ ​session​ ​share​ ​of​ ​the​ ​oldest​ ​age​ ​groups​ ​is​ ​smaller
with​ ​decrease​ ​in​ ​the​ ​group​ ​“over​ ​65”​ ​from​ ​44%​ ​by​ ​10​ ​percent​ ​points,​ ​decrease​ ​in​ ​group​ ​55-64
from​ ​38%​ ​by​ ​9​ ​percent​ ​points​ ​and​ ​under​ ​50​ ​being​ ​approx.​ ​3​ ​times​ ​bigger​ ​(~30%​ ​compared​ ​to
9%)​ ​than​ ​the​ ​respective​ ​group​ ​from​ ​general​ ​customers.
The​ ​reasoning​ ​behind​ ​this​ ​is​ ​device​ ​&​ ​internet​ ​usage​ ​or​ ​quite​ ​opposite-​ ​lack​ ​of​ ​device
usage​ ​by​ ​older​ ​generations.​ ​From​ ​customer​ ​surveys​ ​it​ ​was​ ​clear​ ​that​ ​older​ ​women​ ​preferred​ ​to
check​ ​physical​ ​catalogs​ ​and​ ​purchase​ ​items​ ​that​ ​can​ ​be​ ​tried​ ​on.
You​ ​can​ ​also​ ​see​ ​that​ ​the​ ​revenue​ ​share​ ​chart​ ​is​ ​a​ ​bit​ ​more​ ​similar​ ​to​ ​the​ ​surveyed
general​ ​audience,​ ​even​ ​shift​ ​in​ ​the​ ​traffic​ ​proportions​ ​doesn't​ ​change​ ​the​ ​fact​ ​that​ ​the​ ​brand​ ​is
preferred​ ​by​ ​older​ ​women.​ ​However​ ​revenue​ ​from​ ​younger​ ​visitors​ ​(44​ ​and​ ​younger​ ​accounts
for​ ​$5m)​ ​is​ ​still​ ​significant​ ​and​ ​shouldn't​ ​be​ ​overlooked.
 In​ ​the​ ​chart​ ​above​ ​you​ ​can​ ​see​ ​age​ ​proportion​ ​of​ ​converters​ ​and​ ​non​ ​converters.​ ​You
can​ ​tell​ ​that​ ​majority​ ​of​ ​converters​ ​are​ ​55​ ​and​ ​older​ ​which​ ​is​ ​similar​ ​to​ ​non-converters​ ​as​ ​well.​ ​It
can​ ​also​ ​be​ ​concluded​ ​that​ ​there​ ​is​ ​a​ ​significant​ ​group​ ​of​ ​young​ ​users​ ​that​ ​visit​ ​your​ ​website​ ​and
just​ ​don't​ ​convert.
This​ ​means​ ​that​ ​company​ ​could​ ​target​ ​those​ ​young​ ​visitors​ ​that​ ​are​ ​interested​ ​to​ ​see
what​ ​the​ ​brand​ ​has​ ​to​ ​offer​ ​with​ ​custom​ ​tailored​ ​messages​ ​to​ ​improve​ ​conversion​ ​rates​ ​for
younger​ ​audiences.

3.2​​ ​Interaction​ ​with​ ​the​ ​website​ ​&​ ​brand

There​ ​are​ ​several​ ​points​ ​in​ ​the​ ​process​ ​of​ ​interaction​ ​with​ ​the​ ​website​ ​that​ ​are​ ​crucial​ ​to
the​ ​success​ ​of​ ​conversion​ ​and​ ​repeat​ ​purchases​ ​or​ ​if​ ​the​ ​customer​ ​chooses​ ​to​ ​leave.​ ​Other​ ​than
clicking​ ​around​ ​and​ ​browsing​ ​the​ ​website,​ ​users​ ​leave​ ​behind​ ​bits​ ​of​ ​information​ ​that​ ​often​ ​might
bring​ ​some​ ​valuable​ ​insights.​ ​These​ ​points​ ​are​ ​not​ ​necessarily​ ​part​ ​of​ ​the​ ​design​ ​process,​ ​but
could​ ​be​ ​a​ ​potential​ ​weak​ ​point​ ​for​ ​even​ ​the​ ​best​ ​designed​ ​and​ ​developed​ ​website.

Search

Search​ ​page​ ​and​ ​performance​ ​will​ ​be​ ​analyzed​ ​in​ ​the​ ​next​ ​chapters,​ ​this​ ​will​ ​be​ ​a
brief-behaviour​ ​oriented​ ​description​ ​of​ ​the​ ​searching​ ​habits​ ​of​ ​visitors.​ ​First,​ ​we​ ​can​ ​investigate
most​ ​popular​ ​search​ ​terms​ ​to​ ​see​ ​what​ ​people​ ​are​ ​actually​ ​looking​ ​for.​ ​This​ ​data​ ​might​ ​be
valuable​ ​when​ ​compared​ ​with​ ​best​ ​selling​ ​products,​ ​since​ ​visitors​ ​might​ ​be​ ​looking​ ​for​ ​some
specific​ ​product​ ​but​ ​be​ ​turned​ ​off​ ​by​ ​a​ ​specific​ ​characteristic​ ​and​ ​not​ ​proceed​ ​down​ ​the
conversion​ ​funnel​ ​right​ ​after​ ​the​ ​search.
 There​ ​are​ ​far​ ​more​ ​searches​ ​in​ ​cold​ ​months​ ​than​ ​in​ ​any​ ​other​ ​time.​ ​Also​ ​it​ ​is​ ​logical​ ​that
“coats”​ ​are​ ​the​ ​most​ ​searched​ ​term​ ​in​ ​winter,​ ​however​ ​the​ ​popularity​ ​of​ ​coats​ ​among​ ​other
search​ ​terms​ ​in​ ​cold​ ​months​ ​is​ ​bigger​ ​than​ ​any​ ​other​ ​search​ ​term​ ​in​ ​other​ ​seasons.

High​ ​search​ ​activity​ ​for​ ​specific​ ​types​ ​of​ ​products​ ​can​ ​also​ ​help​ ​with​ ​determining​ ​which
products​ ​or​ ​categories​ ​could​ ​be​ ​displayed​ ​more​ ​prominent​ ​or​ ​brought​ ​out​ ​to​ ​a​ ​separate​ ​section
since​ ​customers​ ​are​ ​looking​ ​specifically​ ​for​ ​these​ ​products.
Notes:

- Customers​ ​quite​ ​often​ ​look​ ​for​ ​specific​ ​materials​ ​or​ ​colors,​ ​additional​ ​sorting​ ​options
might​ ​be​ ​subject​ ​to​ ​testing.

Live​ ​chat​ ​and​ ​Exit​ ​surveys

One​ ​of​ ​the​ ​best​ ​ways​ ​to​ ​check​ ​what​ ​problems​ ​users​ ​have​ ​is​ ​to​ ​see​ ​what​ ​questions​ ​are
are​ ​asked​ ​while​ ​chatting​ ​with​ ​customer​ ​service​ ​and​ ​by​ ​the​ ​answers​ ​given​ ​to​ ​exit​ ​survey
questions.​ ​Most​ ​of​ ​the​ ​customer​ ​questions​ ​center​ ​around​ ​sizing​ ​which,​ ​for​ ​a​ ​clothing​ ​store​ ​is​ ​not
anything​ ​unusual,​ ​however​ ​there​ ​are​ ​some​ ​technical​ ​notes​ ​as​ ​well.
 User​ ​comments​ ​and​ ​even​ ​from​ ​experienced​ ​tech​ ​people​ ​should​ ​be​ ​taken​ ​with​ ​a​ ​grain​ ​of
salt,​ ​because​ ​the​ ​specific​ ​issues​ ​might​ ​be​ ​poorly​ ​described​ ​and​ ​most​ ​likely​ ​exaggerated.
However​ ​this​ ​is​ ​a​ ​good​ ​pointer​ ​for​ ​a​ ​direction​ ​where​ ​to​ ​possibly​ ​look​ ​for​ ​improvements.

Order​ ​experience

In​ ​addition​ ​to​ ​user​ ​recordings​ ​and​ ​heuristic​ ​research​ ​with​ ​respondent​ ​groups,​ ​we​ ​also
placed​ ​an​ ​order​ ​on​ ​the​ ​website​ ​to​ ​see​ ​how​ ​actual​ ​customer​ ​might​ ​feel​ ​when​ ​browsing,​ ​placing
an​ ​order,​ ​receiving​ ​the​ ​item​ ​and​ ​also​ ​test​ ​the​ ​case​ ​of​ ​returning​ ​an​ ​item.​ ​Also​ ​after​ ​seeing​ ​the
usual​ ​user​ ​flow​ ​and​ ​issues​ ​actual​ ​customers​ ​experience,​ ​we​ ​wanted​ ​to​ ​try​ ​a​ ​person​ ​who​ ​would
be​ ​a​ ​potential​ ​target​ ​customer​ ​in​ ​company's​ ​future​ ​plans.

Background​ ​on​ ​the​ ​subject:

Currently​ ​residing​ ​in​ ​New​ ​York,​ ​age​ ​group​ ​from​ ​25​ ​-​ ​34​ ​so​ ​well​ ​adapted​ ​to​ ​technology
and​ ​frequently​ ​shops​ ​online.​ ​The​ ​subject​ ​is​ ​neither​ ​familiar​ ​with​ ​the​ ​website​ ​nor​ ​does​ ​she​ ​know
the​ ​brand​ ​itself.​ ​The​ ​brand​ ​is​ ​a​ ​bit​ ​on​ ​the​ ​expensive​ ​end​ ​and​ ​after​ ​the​ ​initial​ ​5​ ​second
impression,​ ​admits​ ​that​ ​clothing​ ​seems​ ​more​ ​40-60​ ​oriented.​ ​When​ ​searching​ ​for​ ​an​ ​outfit​ ​wants
to​ ​achieve​ ​sophisticated/modern​ ​look​ ​more​ ​than​ ​professional​ ​and​ ​others,​ ​also​ ​noting​ ​that​ ​there
is​ ​a​ ​fine​ ​line​ ​between​ ​these​ ​two​ ​looks.​ ​Likes​ ​and​ ​wears​ ​brands​ ​like​ ​Dior,​ ​NY​ ​Coach,​ ​Guess,​ ​CK,
YSL.
DAY​ ​1

- First​ ​thought​ ​is​ ​that​ ​that​ ​the​ ​menu​ ​is​ ​too​ ​big,​ ​it​ ​covers​ ​most​ ​of​ ​the​ ​page​ ​even​ ​if​ ​I​ ​don't
want​ ​to​ ​open​ ​it​ ​opens​ ​automatically.

- Sales​ ​section​ ​is​ ​the​ ​first​ ​section​ ​to​ ​open.

- Pop-up​ ​appeared,​ ​read​ ​the​ ​newsletter​ ​box.​ ​Did​ ​not​ ​understand​ ​why​ ​do​ ​they​ ​need​ ​my
birthday​ ​date,​ ​too​ ​much​ ​info​ ​requested,​ ​closed​ ​popup.

Note:​ ​she​ ​is​ ​subscribing​ ​to​ ​other​ ​brands​ ​e.g.​ ​coach.

- There​ ​is​ ​no​ ​sorting​ ​by​ ​e.g.​ ​price,​ ​popularity,​ ​by​ ​newly​ ​added.

- Checking​ ​size​ ​guide​ ​(because​ ​shop​ ​by​ ​size​ ​has​ ​US​ ​sizes​ ​or​ ​at​ ​least​ ​seems​ ​so).​ ​Opening
size​ ​guide​ ​and​ ​do​ ​not​ ​see​ ​EU​ ​size.​ ​There​ ​are​ ​only​ ​body​ ​measurements,​ ​have​ ​to
measure​ ​myself.​ ​Ended​ ​up​ ​googling​ ​sizes.

- Clicked​ ​on​ ​view​ ​all​ ​products​ ​in​ ​LIST​ ​page

- Went​ ​to​ ​new​ ​arrivals​ ​and​ ​saw​ ​good​ ​looking​ ​trousers.​ ​Wanted​ ​to​ ​check​ ​trousers​ ​but​ ​those
are​ ​not​ ​mentioned​ ​in​ ​the​ ​copy:

- Continued​ ​to​ ​scroll​ ​down​ ​but​ ​no​ ​trousers,​ ​scrolling​ ​back​ ​up​ ​and​ ​opening​ ​product.​ ​Great,
trousers​ ​are​ ​there!
- See​ ​exclusivity​ ​label​ ​on​ ​some​ ​products,​ ​but​ ​can​ ​not​ ​understand​ ​what​ ​"exclusivity"
means.​ ​If​ ​this​ ​is​ ​available​ ​only​ ​on​ ​this​ ​website,​ ​what​ ​are​ ​others?

- Found​ ​good​ ​looking​ ​product​ ​from​ ​design/price​ ​point​ ​of​ ​view.​ ​What​ ​is​ ​the​ ​difference
between​ ​"black​ ​multi"​ ​and​ ​"ink​ ​multi"?​ ​Clicking​ ​and​ ​both​ ​have​ ​very​ ​similar​ ​images,​ ​can
not​ ​understand​ ​the​ ​difference.

Also,​ ​Fit:​ ​women..​ ​What​ ​is​ ​meant​ ​there,​ ​can​ ​there​ ​be​ ​men?

- Buying​ ​Hampton​ ​check​ ​blouse

- Now​ ​I​ ​see​ ​that​ ​normal​ ​sizes​ ​are​ ​used​ ​within​ ​drop​ ​down​ ​and​ ​US​ ​sizes​ ​are​ ​not​ ​mandatory:
 - That​ ​brings​ ​up​ ​a​ ​question-​ ​why​ ​are​ ​there​ ​US​ ​sizes​ ​in​ ​the​ ​shop​ ​by​ ​size​ ​filters​ ​but​ ​when
opening​ ​item,​ ​S​ ​or​ ​M​ ​etc.?

Note:​ ​Later​ ​on​ ​found​ ​out​ ​that​ ​other​ ​items​ ​have​ ​different​ ​sizes​ ​like​ ​2,4,6​ ​etc​ ​as​ ​well.​ ​But​ ​at
the​ ​moment​ ​was​ ​a​ ​bit​ ​confused.

- Product​ ​details​ ​say​ ​that​ ​model​ ​is​ ​wearing​ ​size​ ​2/p​ ​but​ ​there​ ​is​ ​no​ ​such​ ​size​ ​in​ ​drop​ ​down.

- Added​ ​to​ ​bag

- Minicart.​ ​View​ ​cart​ ​is​ ​a​ ​grey​ ​button,​ ​seems​ ​that​ ​it​ ​is​ ​disabled.​ ​Works​ ​though.

- Prominent​ ​Promo​ ​code​ ​makes​ ​to​ ​think​ ​that​ ​there​ ​are​ ​those​ ​a​ ​lot​ ​out​ ​there.​ ​Quickly​ ​did
googling,​ ​did​ ​not​ ​find​ ​anything.

- In​ ​cart,​ ​the​ ​wrong​ ​image​ ​appears​ ​for​ ​my​ ​selected​ ​item,​ ​confused.​ ​Color​ ​names​ ​are​ ​not
that​ ​straight​ ​forward.

- Onestep​ ​checkout​ ​first​ ​thought​ ​is​ ​wow,​ ​so​ ​many​ ​details​ ​to​ ​fill.
 - Filling​ ​details​ ​in​ ​checkout,​ ​guest​ ​checkout.

- Promo​ ​code​ ​in​ ​checkout.​ ​Why​ ​again?

- Took​ ​2-day​ ​shipping,​ ​for​ ​$300+​ ​item​ ​I'd​ ​like​ ​to​ ​get​ ​it​ ​asap​ ​instead​ ​of​ ​5​ ​day​ ​delivery.

- Placed​ ​order,​ ​UPS​ ​can​ ​not​ ​verify​ ​address​ ​because​ ​of​ ​apartment​ ​added.​ ​Decided​ ​to
continue​ ​and​ ​leave​ ​it​ ​as​ ​is.

- UPS,​ ​Mismatch​ ​because​ ​of​ ​address​ ​mismatch.​ ​Filling​ ​correct​ ​billing​ ​address​ ​>​ ​Order​ ​is
successful

- Exit​ ​survey​ ​appears,​ ​taking​ ​it,​ ​"Email​ ​address​ ​required"​ ​is​ ​what​ ​I​ ​see​ ​immediately​ ​(first
thing​ ​since​ ​it​ ​is​ ​bold​ ​red).​ ​Also,​ ​under​ ​that​ ​it's​ ​described​ ​how​ ​I​ ​will​ ​see​ ​order​ ​updated.
Confused-​ ​do​ ​I​ ​need​ ​to​ ​fill​ ​the​ ​form​ ​to​ ​see​ ​order​ ​updates?

- I​ ​can​ ​not​ ​recommend​ ​or​ ​know​ ​will​ ​I​ ​purchase​ ​more​ ​items​ ​because​ ​this​ ​is​ ​my​ ​first
purchase,​ ​have​ ​not​ ​seen​ ​product​ ​yet​ ​to​ ​recommend​ ​it​ ​to​ ​anyone.

- Filled​ ​only​ ​first​ ​fields​ ​and​ ​gave​ ​up,​ ​it​ ​is​ ​too​ ​long.

- Complex​ ​questions:​ ​Annual​ ​salary​ ​+​ ​mandatory​ ​email​ ​+​ ​info​ ​about​ ​kids​ ​+​ ​education​ ​+
status.​ ​This​ ​is​ ​way​ ​too​ ​personal.​ ​Closed

- Opening​ ​email,​ ​clicking​ ​on​ ​"check​ ​my​ ​order​ ​status"​ ​-​ ​leads​ ​to​ ​track​ ​order​ ​form​ ​and​ ​not​ ​to
the​ ​UPS​ ​page​ ​or​ ​e.g.​ ​FedEx.​ ​Have​ ​to​ ​fill​ ​details​ ​by​ ​myself.

DAY​ ​2
- Got​ ​an​ ​email​ ​that​ ​order​ ​is​ ​shipped

DAY​ ​3
- We​ ​received​ ​the​ ​package!​ ​Since​ ​I​ ​was​ ​not​ ​at​ ​home​ ​it​ ​was​ ​left​ ​behind​ ​a​ ​garbage​ ​bin.​ ​I
guess​ ​it​ ​is​ ​something​ ​common​ ​in​ ​US,​ ​only​ ​thing​ ​is​ ​that​ ​there​ ​were​ ​items​ ​worth​ ​$300.

Note:​ ​Might​ ​be​ ​detrimental​ ​for​ ​brand​ ​image​ ​that​ ​you​ ​have​ ​to​ ​go​ ​and​ ​get​ ​a​ ​premium
product​ ​behind​ ​a​ ​dumpster.​ ​Even​ ​if​ ​not​ ​conscious,​ ​not​ ​a​ ​good​ ​association​ ​from​ ​the​ ​early​ ​stages
of​ ​physical​ ​interaction​ ​with​ ​your​ ​product.

- Color​ ​seems​ ​to​ ​be​ ​simple​ ​green​ ​instead​ ​of​ ​turquoise​ ​as​ ​it​ ​looks​ ​in​ ​images.​ ​Perhaps​ ​the
names​ ​are​ ​not​ ​telling​ ​true​ ​colour​ ​(AQUARIUM​ ​MULTI)​ ​and​ ​might​ ​be​ ​misleading.
 - Size​ ​guide​ ​has​ ​2x​ ​"S"​ ​and​ ​I​ ​could​ ​not​ ​distinguish​ ​which​ ​"S"​ ​I​ ​am​ ​and​ ​which​ ​"S"​ ​was
ordered

- Paper​ ​was​ ​torn​ ​before​ ​package​ ​got​ ​opened.​ ​For​ ​premium​ ​brand,​ ​I​ ​would​ ​expect​ ​perfect
package

- Black​ ​convert​ ​seems​ ​firm​ ​and​ ​well​ ​made

- Both​ ​had​ ​wrapping​ ​paper,​ ​sticker​ ​and​ ​some​ ​note.​ ​JC​ ​had​ ​more​ ​wrapping​ ​paper​ ​giving
more​ ​feeling​ ​of​ ​"special,​ ​gift"​ ​due​ ​to​ ​longer​ ​unpacking​ ​time​ ​(you​ ​know​ ​that​ ​feeling​ ​when
you​ ​are​ ​unpacking​ ​gift​ ​and​ ​it​ ​take​ ​some​ ​time​ ​to​ ​get​ ​to​ ​it​ ​and​ ​you​ ​kind​ ​of​ ​cant​ ​wait​ ​but
feeling​ ​is​ ​wonderful)

- No​ ​free​ ​Returns,​ ​have​ ​to​ ​pay​ ​$7.​ ​Not​ ​necessarily​ ​bad,​ ​most​ ​of​ ​the​ ​companies​ ​do​ ​not
have​ ​free​ ​returns​ ​policies.

- No​ ​direct​ ​exchanges​ ​e.g.,​ ​in​ ​this​ ​case,​ ​I​ ​would​ ​like​ ​to​ ​change​ ​size,​ ​give​ ​item​ ​seemed​ ​to
be​ ​too​ ​big,​ ​however,​ ​I​ ​have​ ​to​ ​send​ ​it​ ​back​ ​-​ ​wait​ ​for​ ​money​ ​-​ ​make​ ​another​ ​purchase.
Makes​ ​sense​ ​from​ ​processes​ ​point​ ​of​ ​view​ ​but​ ​not​ ​from​ ​Customer​ ​Service.

- The​ ​same​ ​day-​ ​package​ ​was​ ​left​ ​in​ ​UPS​ ​pick​ ​up​ ​location.​ ​The​ ​process​ ​was​ ​easy​ ​and
straightforward.

Post​ ​purchase​ ​experience​ ​-​ ​Newsletters

- Signed​ ​up​ ​for​ ​Newsletter​ ​and​ ​got​ ​several​ ​emails:

Day​ ​1​ ​at​ ​08:01:06

Day​ ​1​ ​at​ ​23:07:44
Day​ ​2​ ​at​ ​08:01:19
Day​ ​3​ ​at​ ​08:01:14

Note:​ ​also​ ​got​ ​Abandoned​ ​cart​ ​email​ ​in​ ​between.​ ​"See​ ​what's​ ​there"​ ​link​ ​leads​ ​to​ ​a​ ​404
page​ ​because​ ​different​ ​PC​ ​was​ ​used​ ​and​ ​email​ ​opened​ ​on​ ​Mobile​ ​phone

DAY​ ​4
- They​ ​have​ ​received​ ​our​ ​package​ ​and​ ​are​ ​in​ ​process​ ​to​ ​return​ ​$$$

Refer​ ​to​ ​attachments​ ​for​ ​more​ ​detailed​ ​data​ ​overview.

4​ ​Users​ ​Behavior​ ​overview  
This​ ​part​ ​of​ ​the​ ​report​ ​covers​ ​the​ ​main​ ​User​ ​Flows​ ​and​ ​Users​ ​Behavior​ ​of​ ​eCommerce
store​ ​visitors.​ ​This​ ​section​ ​does​ ​not​ ​cover​ ​the​ ​specific​ ​A/B​ ​test​ ​suggestions,​ ​at​ ​the​ ​same​ ​time​ ​it
plays​ ​an​ ​important​ ​role​ ​to​ ​understand​ ​the​ ​general​ ​trends​ ​and​ ​users​ ​interactions​ ​which​ ​are​ ​used
in​ ​other​ ​sections​ ​of​ ​the​ ​report.
The​ ​data​ ​range​ ​used​ ​for​ ​the​ ​research​ ​and​ ​analysis​ ​is​ ​from​ 0
​ 1.07.2016​ ​to​ ​01.07.2017.
Additionally,​ ​some​ ​reports​ ​are​ ​based​ ​on​ ​the​ ​data​ ​range​ ​from​ ​01.05.2017​ ​to​ ​01.07.2017​​ ​since
new​ ​Top​ ​Navigation​ ​Menu​ ​was​ ​launched​ ​at​ ​the​ ​end​ ​of​ ​April​ ​and​ ​it​ ​changes​ ​the​ ​way​ ​how​ ​users
navigate​ ​the​ ​website.

Companies​ ​business​ ​has​ ​4​ ​fashion​ ​seasons​ ​a​ ​year.​ ​Within​ ​each​ ​season​ ​3​ ​deliveries​ ​(monthly)
with​ ​new​ ​product​ ​offering​ ​or​ ​colors:
- RS​ ​=​ ​Resort​ ​=​ ​Dec,​ ​Jan,​ ​Feb
- SP​ ​=​ ​Spring​ ​=​ ​Mar,​ ​Apr​ ​May
- PF​ ​=​ ​Pre​ ​Fall​ ​=​ ​Jun,​ ​Jul
- FA​ ​=​ ​Fall​ ​=​ ​Aug,​ ​Sept,​ ​Oct,​ ​Nov

With​ ​the​ ​following​ ​regular​ ​sales:

- Fall​ ​Clearance​ ​(November)
- Memorial​ ​Day​ ​Sale​ ​(May​ ​28)
- July​ ​4th
- Labor​ ​Day​ ​Sale​ ​(September​ ​4)
- Spring​ ​Clearance​ ​(May)
- Thanksgiving​ ​to​ ​Christmas​ ​Holiday

During​ ​the​ ​data​ ​analysis,​ ​there​ ​have​ ​been​ ​several​ ​problems​ ​and​ ​possible​ ​improvement​ ​areas
found​ ​for​ ​the​ ​websites​ ​Google​ ​Analytics​ ​data​ ​tracking​ ​setup.​ ​The​ ​problems​ ​and​ ​the
improvement​ ​areas​ ​are​ ​described​ ​and​ ​will​ ​be​ ​shared​ ​in​ ​a​ ​separate​ ​document,​ ​as​ ​well​ ​as​ ​can​ ​be
found​ ​online​ ​by​ ​the​ ​link​ ​below.
Google​ ​Analytics​ ​health-check:

4.1​​ ​Device​ ​Categories​ ​and​ ​Browsers​ ​and​ ​overview

Looking​ ​into​ ​data​ ​split​ ​by​ ​devices​ ​types,​ ​we​ ​see​ ​that​ ​Desktop​ ​devices​ ​takes​ ​the​ ​major
part​ ​both​ ​from​ ​session​ ​and​ ​users​ ​perspective.​ ​At​ ​the​ ​same​ ​time,​ ​in​ ​New​ ​Users​ ​acquisitions
(New​ ​Session​ ​Share)​ ​tablet​ ​devices​ ​plays​ ​an​ ​important​ ​role​ ​and​ ​are​ ​outperforming​ ​the​ ​Desktop
devices​ ​there.
Comparing​ ​to​ ​the​ ​last​ ​6​ ​months​ ​data​ ​(01.01.2017​ ​-​ ​01.07.2017)​ ​to​ ​the​ ​previous​ ​period,
we​ ​see​ ​the​ ​same​ ​trend​ ​as​ ​in​ ​the​ ​whole​ ​eCommerce​ ​industry​ ​-​ ​Desktop​ ​traffic​ ​is​ ​going​ ​down​ ​(by
-3.54%)​ ​but​ ​Mobile​ ​(by​ ​9.35%)​ ​and​ ​Tablet​ ​(by​ ​3.77%)​ ​sessions​ ​are​ ​increasing.
 At​ ​the​ ​same​ ​time,​ ​Mobile​ ​has​ ​the​ ​biggest​ ​bounce-rate​ ​across​ ​all​ ​sessions​ ​which​ ​is​ ​also
expected​ ​due​ ​to​ ​certain​ ​marketing​ ​campaigns​ ​for​ ​new​ ​users​ ​acquisition​ ​(e.g.​ ​Facebook​ ​display,
will​ ​be​ ​covered​ ​in​ ​the​ ​next​ ​sections​ ​of​ ​the​ ​report).
The​ ​important​ ​metric​ ​we​ ​will​ ​use​ ​is​ ​Non-bounce​ ​sessions,​ ​which​ ​means​ ​users​ ​who​ ​never
bounce​ ​from​ ​the​ ​webpage​ ​(did​ ​one​ ​or​ ​more​ ​iterations​ ​with​ ​the​ ​website).​ ​We​ ​look​ ​close​ ​at​ ​this
specific​ ​segment​ ​not​ ​to​ ​bias​ ​the​ ​data​ ​with​ ​“always​ ​bounce”​ ​users.​ ​Further​ ​in​ ​the​ ​report​ ​we​ ​will
also​ ​take​ ​a​ ​deeper​ ​look​ ​on​ ​Non-Bounce​ ​Not-Covert,​ ​or​ ​Only​ ​Converters​ ​etc.
It​ ​can​ ​be​ ​seen​ ​that​ ​on​ ​average​ ​users​ ​are​ ​spending​ ​more​ ​time​ ​on​ ​page​ ​on​ ​Tablet​ ​and
Mobile​ ​devices,​ ​not​ ​Desktop.​ ​But​ ​Session​ ​Duration​ ​time​ ​is​ ​longer​ ​on​ ​Tablet​ ​devices,​ ​with​ ​Mobile
being​ ​on​ ​the​ ​last​ ​place.​ ​It​ ​indicates​ ​that​ ​Mobile​ ​Users​ ​may​ ​browse​ ​on​ ​the​ ​go​ ​and​ ​may​ ​be​ ​stuck
on​ ​certain​ ​pages​ ​since​ ​Non-Bounce​ ​users​ ​visit​ ​only​ ​6.85​ ​pages​ ​on​ ​average​ ​using​ ​Mobile
devices.​ ​Also,​ ​Mobile​ ​Users​ ​Experience​ ​should​ ​be​ ​improved​ ​with​ ​more​ ​straight-forward
navigation​ ​process​ ​to​ ​push​ ​users​ ​browse​ ​through​ ​the​ ​more​ ​pages.

The​ ​search​ ​is​ ​being​ ​used​ ​on​ ​Desktop​ ​more​ ​than​ ​on​ ​other​ ​devices,​ ​which​ ​may​ ​indicate
that​ ​Navigation​ ​Process​ ​does​ ​not​ ​work​ ​well.​ ​At​ ​the​ ​same​ ​time,​ ​looking​ ​into​ ​data​ ​after​ ​new​ ​Top
Navigation​ ​launch​ ​(01.05.2017​ ​to​ ​01.07.2017),​ ​the​ ​Search​ ​usage​ ​on​ ​desktop​ ​was​ ​decreased​ ​by
-21.87%​ ​which​ ​means​ ​Top​ ​Navigation​ ​works​ ​as​ ​supposed,​ ​providing​ ​users​ ​more​ ​intuitive
navigation.
 Money-wise,​ ​Desktop​ ​plays​ ​the​ ​most​ ​important​ ​role.​ ​If​ ​we​ ​take​ ​a​ ​look​ ​on​ ​the​ ​Conversion
Rate​ ​for​ ​Non-Bounce​ ​users,​ ​it​ ​looks​ ​much​ ​higher​ ​on​ ​all​ ​devices.​ ​Mobile​ ​is​ ​one​ ​of​ ​the​ ​crucial
items​ ​for​ ​the​ ​optimization​ ​and​ ​we​ ​feel​ ​it​ ​can​ ​be​ ​improved​ ​a​ ​lot​ ​(all​ ​related​ ​suggestions​ ​to​ ​be
described​ ​in​ ​the​ ​next​ ​sections).​ ​This​ ​hypothesis​ ​is​ ​also​ ​proved​ ​by​ ​looking​ ​at​ ​the​ ​data​ ​segmented
by​ ​Non-Bounce​ ​Not​ ​Converters​ ​and​ ​Converters​ ​Only,​ ​~30%​ ​of​ ​all​ ​Non-Bounce​ ​Not​ ​Converters
Sessions​ ​are​ ​coming​ ​from​ ​Mobile​ ​devices​ ​which​ ​brings​ ​up​ ​the​ ​opportunity​ ​to​ ​convert​ ​them.
Average​ ​Transactions​ ​value​ ​is​ ​growing​ ​proportionally​ ​to​ ​the​ ​screen​ ​size​ ​(Mobile​ ​-​ ​the
lowest;​ ​Desktop​ ​-​ ​the​ ​highest)​ ​which​ ​is​ ​expected​ ​due​ ​to​ ​Mobile​ ​purchases​ ​usually​ ​done
on-the-go​ ​and​ ​with​ ​less​ ​products​ ​in​ ​cart.

Main​ ​observations​ ​summary:

- Tablet​ ​devices​ ​plays​ ​an​ ​important​ ​role​ ​in​ ​New​ ​Users​ ​acquisition​ ​and​ ​are​ ​outperforming
the​ ​Desktop​ ​devices.
- Not​ ​desktop​ ​traffic​ ​has​ ​more​ ​users​ ​than​ ​Desktop​ ​devices.
- Mobile​ ​has​ ​the​ ​biggest​ ​bounce-rate,​ ​partially​ ​due​ ​to​ ​certain​ ​Marketing​ ​campaigns
- Mobile​ ​Users​ ​Experience​ ​should​ ​be​ ​improved​ ​with​ ​more​ ​straight-forward​ ​navigation
process​ ​to​ ​push​ ​users​ ​browse​ ​through​ ​the​ ​more​ ​pages;​ ​Mobile​ ​is​ ​one​ ​of​ ​the​ ​crucial​ ​items
for​ ​the​ ​optimization.
- Search​ ​usage​ ​on​ ​desktop​ ​was​ ​decreased​ ​by​ ​-21.87%​ ​after​ ​Top​ ​Navigation​ ​menu​ ​was
implemented.​ ​Avr.​ ​Session​ ​Duration​ ​for​ ​Converters​ ​was​ ​decreased​ ​by​ ​14.38%,​ ​which
means​ ​users​ ​may​ ​find​ ​interested​ ​products​ ​faster.
 - Average​ ​Transactions​ ​value​ ​is​ ​growing​ ​proportionally​ ​to​ ​the​ ​screen​ ​size.

The​ ​full​ ​data​ ​about​ ​device​ ​categories​ ​can​ ​be​ ​viewed​ ​in​ ​the​ ​tables​ ​1​ ​and​ ​2​ ​in​ ​the​ ​Appendix.

4.1.1​​ ​Top​ ​10​ ​Devices​ ​by​ ​Screen​ ​resolution

Breaking​ ​down​ ​Device​ ​Categories​ ​by​ ​Screen​ ​Resolution​ ​shows​ ​there​ ​is​ ​a​ ​one​ ​device
which​ ​plays​ ​an​ ​important​ ​role​ ​for​ ​websites​ ​User​ ​Experience​ ​-​ ​IPad​ ​2​ ​(resolution​ ​768x1024,
portrait​ ​view).​ ​It​ ​means​ ​potential​ ​ROI​ ​for​ ​optimizing​ ​this​ ​specific​ ​device​ ​may​ ​be​ ​much​ ​higher
than​ ​looking​ ​into​ ​other​ ​resolutions.
 Bounce​ ​Rate​ ​split​ ​is​ ​more​ ​or​ ​less​ ​equal​ ​between​ ​all​ ​resolutions​ ​and​ ​decreasing
proportionally​ ​for​ ​bigger​ ​screens.​ ​Ecommerce​ ​Conversion​ ​Rate​ ​split​ ​indicates​ ​that​ ​layout​ ​for
smaller​ ​Mobile​ ​Device​ ​(e.g.​ ​360x640)​ ​should​ ​be​ ​optimized.

Main​ ​observations​ ​summary:

- Prioritize​ ​the​ ​improvements​ ​/​ ​optimization​ ​for​ ​Ipad​ ​2​ ​(resolution​ ​768x1024,​ ​portrait​ ​view)
- Optimize​ ​the​ ​layout​ ​for​ ​smaller​ ​Mobile​ ​Devices​ ​(e.g.​ ​360x640)

The​ ​full​ ​data​ ​about​ ​device​ ​categories​ ​can​ ​be​ ​viewed​ ​in​ ​the​ ​tables​ ​3​ ​and​ ​4​ ​in​ ​the​ ​Appendix.
4.1.2​.​ ​OS​ ​Split

Desktop

Windows​ ​users​ ​present​ ​the​ ​major​ ​part​ ​of​ ​all​ ​users.​ ​At​ ​the​ ​same​ ​time,​ ​Mac​ ​users​ ​are
usually​ ​much​ ​more​ ​interested​ ​in​ ​the​ ​website​ ​content,​ ​since​ ​they​ ​browsing​ ​more​ ​pages.

Linux​ ​devices​ ​has​ ​the​ ​highest​ ​%​ ​of​ ​New​ ​Sessions​ ​and​ ​Bounce​ ​Rate,​ ​as​ ​well​ ​as​ ​only
0.1%​ ​of​ ​all​ ​transactions​ ​for​ ​the​ ​last​ ​year,​ ​meaning​ ​they​ ​can​ ​be​ ​excluded​ ​from​ ​the​ ​targeted
marketing​ ​audience.
 Windows​ ​devices​ ​has​ ​higher​ ​%​ ​of​ ​New​ ​Sessions,​ ​but​ ​Avg.​ ​Transactions​ ​Value​ ​and
Conversion​ ​Rate​ ​is​ ​higher​ ​for​ ​Mac.​ ​Hence,​ ​Mac​ ​users​ ​are​ ​more​ ​likely​ ​to​ ​convert​ ​and​ ​it​ ​should​ ​be
used​ ​by​ ​Marketing​ ​team​ ​for​ ​target​ ​audience​ ​definition.

Tablet

iOS​ ​completely​ ​dominate​ ​the​ ​tablet​ ​traffic.​ ​Windows​ ​tablets​ ​has​ ​less​ ​than​ ​1%​ ​share
hence​ ​optimization​ ​for​ ​these​ ​devices​ ​won't​ ​bring​ ​significant​ ​changes.​ ​We​ ​can​ ​also​ ​notice​ ​that
Android​ ​has​ ​the​ ​highest​ ​Bounce​ ​Rate​ ​meaning​ ​it​ ​worth​ ​optimizing​ ​after​ ​iOS​ ​tablets.
 iOS​ ​brings​ ​99%​ ​of​ ​all​ ​Revenue​ ​and​ ​it​ ​does​ ​not​ ​make​ ​sense​ ​to​ ​invest​ ​much​ ​in​ ​any​ ​other
tablet​ ​device​ ​optimization.​ ​Windows​ ​devices​ ​has​ ​high​ ​Conversion​ ​Rates​ ​meaning​ ​it​ ​can​ ​be​ ​used
for​ ​related​ ​Marketing​ ​initiatives​ ​to​ ​bring​ ​in​ ​similar​ ​target​ ​audience.

Mobile

​​
 Mobile​ ​traffic​ ​is​ ​more​ ​diverse​ ​comparing​ ​to​ ​the​ ​Tablet​ ​traffic​ ​with​ ​the​ ​iOS​ ​still​ ​being​ ​the
majority.​ ​Windows​ ​has​ ​a​ ​big​ ​potential​ ​since​ ​it​ ​brings​ ​well-qualified​ ​users​ ​with​ ​low​ ​Bounce​ ​Rate,
many​ ​Page​ ​Views​ ​and​ ​high​ ​Conversion​ ​Rate.

Only​ ​after​ ​iOS​ ​devices​ ​are​ ​completely​ ​optimized​ ​(e.g.​ ​all​ ​out-of-the-box​ ​Safari​ ​features
are​ ​used​ ​like​ ​Scan​ ​Your​ ​Credit​ ​Card),company​ ​can​ ​proceed​ ​with​ ​Android​ ​and​ ​later​ ​Windows
devices​ ​check.​ ​Windows​ ​users​ ​interaction​ ​with​ ​the​ ​search​ ​is​ ​much​ ​higher​ ​than​ ​other​ ​devices,
which​ ​means​ ​navigation​ ​menu​ ​and​ ​general​ ​UX​ ​to​ ​be​ ​reviewed​ ​on​ ​certain​ ​Windows​ ​devices.
Main​ ​observations​ ​summary:
- Make​ ​sure​ ​iOS​ ​devices​ ​(all​ ​devices)​ ​are​ ​completely​ ​optimized​ ​e.g.​ ​default​ ​iOS​ ​/​ ​Safari
features​ ​are​ ​used​ ​(e.g.​ ​Scan​ ​Your​ ​Card)
- iOS​ ​completely​ ​dominate​ ​the​ ​tablet​ ​traffic​ ​and​ ​it​ ​does​ ​not​ ​make​ ​invest​ ​in​ ​other​ ​tablet
devices​ ​optimization.
- iOS​ ​users​ ​are​ ​more​ ​likely​ ​to​ ​convert​ ​and​ ​it​ ​can​ ​be​ ​used​ ​by​ ​Marketing​ ​team​ ​for​ ​target
audience​ ​definition.
- Linux​ ​devices​ ​can​ ​be​ ​excluded​ ​from​ ​campaigns​ ​targeting​ ​where​ ​possible
- Put​ ​effort​ ​into​ ​Android​ ​devices​ ​optimization​ ​only​ ​after​ ​iOS​ ​is​ ​optimized
- Windows​ ​mobile​ ​devices​ ​has​ ​high​ ​potential​ ​for​ ​New​ ​Audience​ ​targeting​ ​with​ ​high
Conversion​ ​Rate​ ​(~4​ ​times​ ​higher​ ​than​ ​iOS)​ ​and​ ​many​ ​Page​ ​Views.
- Navigation​ ​/​ ​Search​ ​functionality​ ​to​ ​be​ ​explored​ ​deeper​ ​for​ ​Windows​ ​devices.

Full​ ​data​ ​about​ ​OS​ ​Split​ ​can​ ​be​ ​viewed​ ​in​ ​the​ ​tables​ ​5​ ​(OS​ ​Split​ ​by​ ​Desktop),​ ​6​ ​(OS​ ​Split​ ​by
Mobile)​ ​and​ ​7​ ​(OS​ ​Split​ ​by​ ​Tablet)​ ​in​ ​the​ ​Appendix.​

4.1.3​.​ ​Top​ ​Mobile​ ​and​ ​Tablet​ ​devices​ ​performance

Tablet​ ​device​ ​performance

Apple​ ​is​ ​completely​ ​dominating​ ​the​ ​Tablet​ ​traffic.​ ​The​ ​most​ ​used​ ​device​ ​across​ ​all​ ​Apple
Tablets​ ​is​ ​iPad​ ​2,​ ​but​ ​Google​ ​Analytics​ ​may​ ​not​ ​be​ ​very​ ​precise​ ​in​ ​device​ ​model​ ​detection.
Other​ ​Tablet​ ​devices​ ​does​ ​not​ ​worth​ ​investment​ ​due​ ​to​ ​low​ ​traffic.​ ​In​ ​case​ ​all​ ​Apple​ ​devices
Screen​ ​Resolutions​ ​are​ ​completely​ ​optimized,​ ​may​ ​start​ ​looking​ ​into​ ​Samsung​ ​devices​ ​since​ ​it
has​ ​higher​ ​bounce​ ​rate​ ​across​ ​all​ ​Tablets.
In​ ​general,​ ​the​ ​Tablet​ ​User​ ​Journey​ ​should​ ​be​ ​optimized​ ​for​ ​iPad​ ​2​ ​screen​ ​sizes​ ​e.g.
Tablet-friendly​ ​navigation​ ​menu.
Mobile​ ​device​ ​performance

Apple​ ​and​ ​Samsung​ ​are​ ​the​ ​top​ ​mobile​ ​devices​ ​used​ ​by​ ​websites​ ​users.​ ​Looking
deeper,​ ​we​ ​segment​ ​them​ ​and​ ​compare​ ​the​ ​users​ ​who​ ​-​ ​Never​ ​Bounce​ ​Never​ ​Convert​ ​(NBNC);
Only​ ​Converts​ ​(C)​ ​and​ ​New​ ​Converters​ ​(NC).​ ​We​ ​see​ ​that​ ​Apple​ ​has​ ​more​ ​potential​ ​since​ ​it
brings​ ​in​ ​much​ ​more​ ​users​ ​who​ ​can​ ​potentially​ ​Convert​ ​and​ ​at​ ​the​ ​same​ ​time​ ​Apple​ ​devices​ ​NB
Conversion​ ​Rate​ ​is​ ​2.47%​ ​comparing​ ​to​ ​the​ ​0.77%​ ​by​ ​Samsung.
~4%​ ​of​ ​Samsung​ ​Sessions​ ​are​ ​coming​ ​from​ ​the​ ​SM-G900A​ ​model,​ ​but​ ​it​ ​has​ ​0%
Conversion​ ​Rate.​ ​The​ ​following​ ​device​ ​can​ ​be​ ​investigated​ ​deeper.

Main​ ​observations​ ​summary:

- Major​ ​improvement​ ​can​ ​achieved​ ​only​ ​by​ ​iPad​ ​optimization.​ ​Tablet​ ​user​ ​journey​ ​should
be​ ​optimized​ ​for​ ​all​ ​iPad​ ​resolutions,​ ​for​ ​iPad​ ​2​ ​as​ ​a​ ​priority.​ ​For​ ​example,​ ​implement
tablet-friendly​ ​navigation​ ​menu.
- Apple​ ​mobile​ ​devices​ ​NB​ ​Conversion​ ​Rate​ ​is​ ​2.47%​ ​comparing​ ​to​ ​the​ ​0.77%​ ​by
Samsung.​ ​Samsung​ ​does​ ​not​ ​bring​ ​much​ ​potential​ ​users,​ ​therefore​ ​we​ ​need​ ​to​ ​focus​ ​on
Apple​ ​more.
Top​ ​10​ ​Mobile​ ​devices​ ​performance​ ​(incld.​ ​Tablet)

(01.07.2016​ ​-​ ​01.07.2017)

Sessions Bounce Transactions Revenue Ecommerce Average​ ​order

Mobile​ ​Device share Rate share share CR value
Apple​ ​iPhone 46.13% 34.02% 29.80% 27.05% 1.04% €667.13
Apple​ ​iPad 37.31% 22.46% 63.12% 66.57% 2.73% €775.02
(not​ ​set) 1.01% 32.79% 1.48% 1.33% 2.36% €660.15
Microsoft​ ​Xbox
One 0.76% 15.83% 2.27% 2.17% 4.80% €702.15
Apple​ ​iPhone​ ​6 0.73% 53.80% 0.07% 0.07% 0.22% €517.11
Samsung
SM-G900V
Galaxy​ ​S5 0.62% 39.01% 0.28% 0.19% 0.73% €501.94
Apple​ ​iPhone​ ​6s 0.58% 44.43% 0.00% 0.00% 0.00% 0
Samsung
SM-G920V
Galaxy​ ​S6 0.45% 41.16% 0.21% 0.09% 0.73% $334.39
Samsung
SM-G930V
Galaxy​ ​S7 0.40% 38.20% 0.08% 0.22% 0.30% €2,135.00
Apple​ ​iPhone​ ​6s
Plus 0.33% 44.42% 0.00% 0.00% 0.00% 0
Others 11.67% - 2.70% 2.31% - -
Average: 36.61% 1.29% $629.29

The​ ​full​ ​data​ ​can​ ​be​ ​viewed​ ​in​ ​the​ ​tables​ ​8​ ​(Top​ ​Mobile​ ​Device​ ​Performance)​ ​and​ ​9​ ​(Top​ ​Tablet

Device​ ​Performance).
4.1.4​​ ​Browsers​ ​Performance
It​ ​is​ ​crucial​ ​to​ ​evaluate​ ​the​ ​browser​ ​performance​ ​and​ ​differentiate​ ​it​ ​based​ ​on​ ​the
Operating​ ​System​ ​since​ ​any​ ​browser​ ​may​ ​behave​ ​completely​ ​different​ ​on​ ​other​ ​OS.

Performance​ ​for​ ​Windows

Chrome​ ​is​ ​crucial​ ​for​ ​Windows​ ​user​ ​-​ ​both​ ​for​ ​existing​ ​and​ ​new​ ​customers.​ ​Big​ ​part​ ​of
users​ ​are​ ​running​ ​old​ ​Internet​ ​Explorer​ ​versions,​ ​which​ ​is​ ​expected​ ​due​ ​to​ ​existing​ ​customers
demographics.​ ​Company​ ​should​ ​prioritize​ ​Chrome​ ​browser​ ​optimization​ ​on​ ​the​ ​first​ ​place​ ​and
reuse​ ​built-in​ ​Chrome​ ​features​ ​like​ ​Chrome​ ​Push​ ​Notifications.

We​ ​expect​ ​that​ ​Internet​ ​Explorer​ ​browser​ ​optimization​ ​can​ ​be​ ​a​ ​major​ ​improvement​ ​point
as​ ​well.​ ​Company​ ​may​ ​need​ ​to​ ​motivate​ ​users​ ​to​ ​upgrade​ ​their​ ​browser​ ​to​ ​the​ ​latest​ ​version​ ​-
Edge​ ​(like​ ​it​ ​is​ ​done​ ​on​ ​the​ ​IE7/8).​ ​Opera​ ​optimization​ ​does​ ​not​ ​worth​ ​the​ ​investment​ ​since​ ​it
bring​ ​in​ ​less​ ​than​ ​0.1%​ ​of​ ​users.​ ​Firefox​ ​has​ ​the​ ​biggest​ ​bounce​ ​rate,​ ​at​ ​the​ ​same​ ​time​ ​it
converts​ ​on​ ​the​ ​decent​ ​level,​ ​so​ ​Firefox​ ​user​ ​experience​ ​on​ ​Windows​ ​can​ ​be​ ​investigated
deeper.
 Revenue​ ​Share​ ​is​ ​similar​ ​to​ ​the​ ​Users​ ​Share,​ ​but​ ​Internet​ ​Explorer​ ​and​ ​Edge​ ​users​ ​are
usually​ ​placing​ ​an​ ​orders​ ​with​ ​the​ ​Higher​ ​Avg.​ ​Transaction​ ​Value.

Performance​ ​for​ ​Mac

Mac​ ​browsers​ ​do​ ​not​ ​outstand​ ​from​ ​average​ ​statistics.​ ​The​ ​most​ ​used​ ​browser​ ​on​ ​Mac​ ​is
Safari​ ​with​ ​a​ ​decent​ ​share​ ​taken​ ​by​ ​Chrome.​ ​Bounce​ ​Rate​ ​is​ ​quite​ ​similar​ ​across​ ​all​ ​Mac
browsers,​ ​except​ ​of​ ​Mozilla​ ​Compatible​ ​Agent​ ​-​ ​this​ ​browser​ ​may​ ​be​ ​considered​ ​as​ ​a​ ​bot​ ​since​ ​it
is​ ​a​ ​crawler​ ​coming​ ​from​ ​msn/cpc​ ​campaigns​ ​and​ ​it​ ​is​ ​impossible​ ​to​ ​filter​ ​out.
 The​ ​highest​ ​Conversion​ ​Rate​ ​is​ ​on​ ​Safari​ ​browser,​ ​with​ ​the​ ​lowest​ ​one​ ​being​ ​on
Chrome.​ ​At​ ​the​ ​same​ ​time,​ ​Firefox​ ​has​ ​second-highest​ ​Conversion​ ​Rate,​ ​but​ ​lowest​ ​Avr.
Transaction​ ​Value.​ ​We​ ​do​ ​not​ ​see​ ​any​ ​improvement​ ​possibilities​ ​specifically​ ​for​ ​Mac​ ​browsers,
except​ ​the​ ​ones​ ​which​ ​are​ ​cross-platform​ ​and​ ​already​ ​mentioned​ ​above.

Edge​ ​version​ ​split

Edge​ ​browser​ ​has​ ​the​ ​highest​ ​Conversion​ ​Rate​ ​among​ ​others.​ ​All​ ​versions​ ​of​ ​Edge
browser​ ​performing​ ​quite​ ​well.​ ​The​ ​only​ ​version​ ​which​ ​stand-out​ ​from​ ​the​ ​list​ ​is​ ​Edge​ ​13.10586.
But​ ​latest​ ​data​ ​trends​ ​shows​ ​that​ ​websites​ ​users​ ​almost​ ​do​ ​not​ ​use​ ​Edge​ ​13.10586​ ​browser
from​ ​October​ ​2016,​ ​hence​ ​it​ ​won't​ ​be​ ​checked.
IE​ ​versions​ ​split

IE​ ​11​ ​is​ ​the​ ​most​ ​used​ ​comparing​ ​to​ ​other​ ​IE​ ​versions.​ ​Comparing​ ​the​ ​data​ ​trends​ ​for​ ​IE
11,​ ​we​ ​see​ ​that​ ​users​ ​are​ ​very​ ​slowly​ ​migrating​ ​to​ ​the​ ​newest​ ​browser​ ​version​ ​(e.g.​ ​Edge),​ ​but
change​ ​is​ ​happening​ ​very​ ​slow,​ ​browser​ ​share​ ​is​ ​decreasing​ ​by​ ​less​ ​than​ ​7.85%​ ​per​ ​year.
Second​ ​the​ ​most​ ​used​ ​IE​ ​version​ ​is​ ​IE​ ​8.​ ​At​ ​the​ ​same​ ​time,​ ​it​ ​has​ ​~80%​ ​Bounce​ ​Rate
and​ ​95%​ ​of​ ​all​ ​sessions​ ​from​ ​IE​ ​8​ ​are​ ​generated​ ​by​ ​New​ ​Visitors.

​​

Looking​ ​deeper​ ​into​ ​eCommerce​ ​data,​ ​we​ ​can​ ​see​ ​that​ ​Conversion​ ​Rate​ ​for​ ​IE​ ​8​ ​is​ ​equal
to​ ​0%.​ ​If​ ​we​ ​test​ ​the​ ​website​ ​with​ ​IE​ ​8,​ ​we​ ​see​ ​a​ ​small​ ​notification​ ​message​ ​that​ ​this​ ​version​ ​of
browser​ ​may​ ​not​ ​work​ ​properly.​ ​Looking​ ​deeper,​ ​it​ ​is​ ​clear​ ​that​ ​it​ ​is​ ​impossible​ ​to​ ​view​ ​the
products​ ​and​ ​add​ ​product​ ​to​ ​the​ ​cart.​ ​Fixing​ ​IE​ ​8​ ​would​ ​bring​ ​~30-40K​ ​year,​ ​but​ ​potentially​ ​extra
development​ ​effort​ ​may​ ​cost​ ​even​ ​more.​ ​We​ ​suggest​ ​to​ ​make​ ​the​ ​“Install​ ​another​ ​browser”
notification​ ​message​ ​more​ ​prominent,​ ​as​ ​a​ ​pop-up​ ​so​ ​users​ ​can't​ ​even​ ​browse​ ​the​ ​website​ ​and
force​ ​them​ ​to​ ​install​ ​another​ ​browser​ ​for​ ​their​ ​Windows​ ​XP.

Safari​ ​versions​ ​split

Desktop​ ​Safari​ ​browser​ ​is​ ​the​ ​most​ ​used​ ​for​ ​Mac.​ ​All​ ​Safari​ ​versions​ ​are​ ​rendered​ ​in​ ​the
browsers​ ​equally,​ ​so​ ​we​ ​have​ ​not​ ​identified​ ​any​ ​improvements​ ​for​ ​the​ ​specific​ ​Safari​ ​versions.
Conversion​ ​Rate​ ​differs​ ​by​ ​version,​ ​but​ ​it​ ​mainly​ ​relates​ ​to​ ​the​ ​Screen​ ​Resolution​ ​on​ ​which
specific​ ​Safari​ ​version​ ​is​ ​used.​ ​For​ ​example,​ ​Safari​ ​9.1.2​ ​seems​ ​to​ ​be​ ​performing​ ​not​ ​to​ ​it’s​ ​best,
but​ ​it​ ​is​ ​actually​ ​related​ ​to​ ​the​ ​low​ ​Conversion​ ​Rate​ ​on​ ​Screen​ ​Resolutions​ ​with​ ​width​ ​=​ ​768px.

Chrome​ ​versions​ ​split

 Similar​ ​to​ ​the​ ​Safari,​ ​difference​ ​between​ ​Chrome​ ​versions​ ​performance​ ​does​ ​not​ ​stand
out.​ ​Chrome​ ​version​ ​52.0​ ​have​ ​much​ ​higher​ ​bounce​ ​rate​ ​than​ ​other​ ​browsers,​ ​but​ ​looking
deeper​ ​in​ ​the​ ​data​ ​ranges​ ​it​ ​becomes​ ​clear​ ​that​ ​this​ ​Chrome​ ​version​ ​is​ ​not​ ​being​ ​used​ ​by​ ​Users
from​ ​October​ ​1​ ​meaning​ ​it​ ​is​ ​not​ ​relevant​ ​for​ ​our​ ​research.

Main​ ​observations​ ​summary:

- Company​ ​should​ ​prioritize​ ​Chrome​ ​browser​ ​optimization​ ​on​ ​the​ ​first​ ​place​ ​and​ ​reuse
built-in​ ​Chrome​ ​features​ ​like​ ​Chrome​ ​Push​ ​Notifications.
- We​ ​expect​ ​that​ ​Internet​ ​Explorer​ ​browser​ ​optimization​ ​can​ ​be​ ​a​ ​major​ ​improvement​ ​point
as​ ​well.​ ​For​ ​example,​ ​IE​ ​8​ ​has​ ​0%​ ​conversion​ ​rate​ ​and​ ​fixing​ ​it​ ​may​ ​bring​ ​~30-40K​ ​year,
but​ ​potentially​ ​extra​ ​development​ ​effort​ ​may​ ​cost​ ​even​ ​more.​ ​We​ ​suggest​ ​to​ ​make​ ​the
“Install​ ​another​ ​browser”​ ​notification​ ​message​ ​more​ ​prominent,​ ​as​ ​a​ ​pop-up​ ​so​ ​users
can't​ ​even​ ​browse​ ​the​ ​website​ ​and​ ​force​ ​them​ ​to​ ​install​ ​another​ ​browser​ ​for​ ​their
Windows​ ​XP.
- Opera​ ​optimization​ ​does​ ​not​ ​worth​ ​the​ ​investment​ ​since​ ​it​ ​bring​ ​in​ ​less​ ​than​ ​0.1%​ ​of
users.
- Firefox​ ​has​ ​the​ ​biggest​ ​bounce​ ​rate,​ ​at​ ​the​ ​same​ ​time​ ​it​ ​converts​ ​on​ ​the​ ​decent​ ​level,​ ​so
Firefox​ ​user​ ​experience​ ​on​ ​Windows​ ​can​ ​be​ ​investigated​ ​deeper.
- Almost​ ​all​ ​browser​ ​versions​ ​behave​ ​the​ ​same,​ ​except​ ​IE.​ ​The​ ​main​ ​factors​ ​for​ ​different
performance​ ​is​ ​either​ ​Screen​ ​Resolutions​ ​or​ ​Time​ ​Period​ ​when​ ​certain​ ​browser​ ​version
was​ ​popular.

The​ ​full​ ​data​ ​can​ ​be​ ​viewed​ ​in​ ​the​ ​tables​ ​10​ ​(Top​ ​10​ ​Traffic​ ​Browsers)​ ​and​ ​11​ ​(Top​ ​10​ ​Traffic
Browsers​ ​by​ ​Version)​ ​in​ ​the​ ​Appendix​.

4.2​​ ​Traffic​ ​acquisition

Traffic​ ​acquisitions​ ​strategy​ ​plays​ ​an​ ​important​ ​role​ ​in​ ​Conversion​ ​Rate​ ​optimization
since​ ​it​ ​is​ ​all​ ​about​ ​smart​ ​marketing.
 Email​ ​marketing​ ​is​ ​one​ ​of​ ​biggest​ ​traffic​ ​source​ ​for​ ​the​ ​website,​ ​but​ ​it​ ​is​ ​mainly​ ​Returning
users​ ​who​ ​are​ ​getting​ ​these​ ​emails.​ ​Paid​ ​Search,​ ​Organic​ ​Search,​ ​Display​ ​and​ ​Direct​ ​Entry​ ​are
other​ ​top​ ​sources​ ​which​ ​brings​ ​users​ ​to​ ​the​ ​website.​ ​If​ ​we​ ​look​ ​only​ ​on​ ​Converters​ ​segment,​ ​the
sequence​ ​stays​ ​the​ ​same​ ​-​ ​Email​ ​(~65%),​ ​Paid​ ​Search​ ​(~13%),​ ​Organic​ ​Search​ ​(~7%).​ ​Looking
even​ ​deeper​ ​into​ ​New​ ​Users​ ​who​ ​converts,​ ​we​ ​are​ ​getting​ ​a​ ​bit​ ​different​ ​numbers​ ​-​ ​Paid​ ​Search
(~33%),​ ​Direct​ ​(25%),​ ​Email​ ​(~23%),​ ​Organic​ ​(~17%).

Referral,​ ​Display​ ​and​ ​Direct​ ​Entry​ ​traffic​ ​has​ ​the​ ​highest​ ​Bounce​ ​Rate.​ ​It​ ​is​ ​expected​ ​that
Display​ ​traffic​ ​bounce​ ​a​ ​lot,​ ​but​ ​Referral​ ​traffic​ ​should​ ​be​ ​more​ ​targeted.​ ​We​ ​suggest​ ​to​ ​revisit
Referrals​ ​and​ ​investigate​ ​how​ ​this​ ​traffic​ ​is​ ​being​ ​generated.​ ​Paid​ ​Search​ ​traffic​ ​performs​ ​on​ ​a
decent​ ​level​ ​-​ ​low​ ​bounce​ ​rate​ ​and​ ​intreterested​ ​users​ ​who​ ​generate​ ​a​ ​lot​ ​of​ ​Pave​ ​Views.
 If​ ​we​ ​look​ ​deeper​ ​into​ ​PPC​ ​top​ ​keywords,​ ​all​ ​of​ ​them​ ​are​ ​related​ ​to​ ​companies​ ​brand,
therefore​ ​it​ ​is​ ​expected​ ​that​ ​they​ ​are​ ​performing​ ​well.
Paid​ ​and​ ​Organic​ ​Search​ ​traffic​ ​has​ ​the​ ​biggest​ ​number​ ​of​ ​active​ ​Search​ ​sessions.
Users​ ​who​ ​came​ ​to​ ​the​ ​site​ ​via​ ​search​ ​(either​ ​paid​ ​or​ ​organic)​ ​continue​ ​to​ ​Search​ ​on​ ​the
website,​ ​it​ ​may​ ​mean​ ​that​ ​they​ ​do​ ​not​ ​see​ ​what​ ​they​ ​were​ ​looking​ ​for​ ​on​ ​the​ ​first​ ​screens.​ ​As
suggested​ ​improvement,​ ​Search​ ​traffic​ ​sessions​ ​can​ ​be​ ​personalized​ ​showing​ ​the​ ​users​ ​the
content​ ​related​ ​to​ ​their​ ​Search​ ​query.

Analysing​ ​the​ ​Bounce​ ​Layer​ ​model,​ ​Email​ ​campaigns​ ​appears​ ​as​ ​the​ ​top-bouncer,​ ​~26%
of​ ​all​ ​Email​ ​traffic​ ​bounce​ ​from​ ​the​ ​web​ ​page.​ ​At​ ​the​ ​same​ ​time,​ ​looking​ ​at​ ​the​ ​non-bounce
campaigns,​ ​Emails​ ​are​ ​on​ ​the​ ​first​ ​place​ ​as​ ​well.​ ​It​ ​is​ ​understandable​ ​taking​ ​into​ ​account​ ​that
Emails​ ​are​ ​the​ ​main​ ​traffic​ ​source​ ​to​ ​the​ ​website.​ ​It​ ​may​ ​mean​ ​that​ ​Email​ ​campaigns​ ​are
working​ ​good,​ ​but​ ​can​ ​be​ ​better​ ​personalized​ ​for​ ​users​ ​who​ ​always​ ​bounce.
Comparing​ ​the​ ​certain​ ​Source​ ​/​ ​Medium​ ​bounce​ ​rate,​ ​the​ ​only​ ​campaign​ ​which​ ​can​ ​be
highlighted​ ​is​ ​drawbridge​ ​/​ ​display​ ​which​ ​had​ ​almost​ ​100%​ ​bounce​ ​rate,​ ​but​ ​it​ ​was​ ​timely
abandoned​ ​in​ ​October​ ​2016.
 Social​ ​Media​ ​traffic​ ​has​ ​the​ ​lowest​ ​Avg.​ ​Transaction​ ​Value​ ​and​ ​Conversion​ ​Rate​ ​which​ ​is
expected​ ​due​ ​to​ ​similar​ ​trends​ ​in​ ​the​ ​High-fashion​ ​industry.​ ​Other​ ​Traffic​ ​Source​ ​do​ ​not
stand-out​ ​and​ ​perform​ ​on​ ​a​ ​decent​ ​level.​ ​Paid​ ​Search​ ​traffic​ ​converts​ ​pretty​ ​well,​ ​but​ ​it​ ​is
expected​ ​due​ ​to​ ​highly​ ​targeted​ ​branded​ ​keywords.​ ​In​ ​the​ ​next​ ​section​ ​we​ ​will​ ​cover​ ​how​ ​Social
Traffic​ ​can​ ​be​ ​optimized.

Main​ ​observations​ ​summary:

- Improve​ ​“Lead​ ​capture”​ ​strategy​ ​on​ ​the​ ​website​ ​e.g.​ ​simplify​ ​“Subscribe​ ​to​ ​newsletter”
form.
- Revisit​ ​Referrals​ ​traffic,​ ​it​ ​has​ ​a​ ​potential,​ ​but​ ​should​ ​be​ ​targeted​ ​better.
- Try​ ​to​ ​personalize​ ​Search​ ​traffic​ ​sessions,​ ​showing​ ​users​ ​the​ ​content​ ​related​ ​to​ ​their
Search​ ​query.
- Invest​ ​more​ ​in​ ​Retargeting​ ​campaigns​ ​to​ ​leverage​ ​your​ ​brand​ ​story.
- More​ ​personalized​ ​Emails​ ​can​ ​be​ ​sent​ ​e.g.​ ​“Your​ ​outfit​ ​for​ ​this​ ​month”.

​ ​The​ ​full​ ​data​ ​about​ ​traffic​ ​acquisition​ ​can​ ​be​ ​viewed​ ​in​ ​tables​ ​12​ ​(Traffic​ ​Sources),​ ​13​ ​(Only
Bounce​ ​Source/Medium),​ ​14​ ​(Non​ ​Bounce​ ​Source/Medium)

4.3​​ ​Landing​ ​page

Websites​ ​Homepage​ ​stays​ ​the​ ​top​ ​landing​ ​page​ ​with​ ​other​ ​traffic​ ​splitted​ ​across​ ​Product
Pages​ ​and​ ​Categories​ ​/​ ​CMS​ ​pages.​ ​We​ ​can​ ​find​ ​the​ ​following​ ​TOP​ ​5​ ​landing​ ​pages​ ​which
converts​ ​the​ ​best:​ ​New​ ​Arrivals,​ ​Sale,​ ​Homepage,​ ​Plus​ ​Size​ ​New​ ​Arrivals,​ ​Product​ ​Pages.
 Bounce Conversion
Landing​ ​Page Users Rate Transactions Rate
Total 1,107,946 34.07% 56,596 2.28%
/ 626,789(31.45%) 48.11% 22,630(39.99%) 2.70%
/ProductPage 61,140(3.07%) 1.02% 1,363(2.41%) 1.43%
/sale.html 24,033(1.21%) 8.58% 980(1.73%) 3.29%
/dresses.html 18,791(0.94%) 39.52% 286(0.51%) 1.33%

/accessories.html 14,549(0.73%) 35.60% 15(0.03%) 0.10%

/arrivals.html 12,961(0.65%) 63.86% 194(0.34%) 1.20%

/new-arrivals.html 11,920(0.60%) 38.18% 316(0.56%) 2.09%

/outfits.html 11,639(0.58%) 28.45% 465(0.82%) 3.40%

/20years 9,663(0.48%) 41.45% 163(0.29%) 1.30%

In​ ​the​ ​table​ ​below​ ​you​ ​can​ ​see​ ​the​ ​top​ ​of​ ​Bounce​ ​Landing​ ​pages​ ​with​ ​the​ ​split​ ​by​ ​Device
Category.​ ​We​ ​see​ ​that​ ​homepage​ ​is​ ​top-bounce​ ​landing​ ​pages​ ​across​ ​all​ ​devices.​ ​At​ ​the​ ​same
time,​ ​the​ ​rest​ ​of​ ​the​ ​Bounce​ ​Landing​ ​Pages​ ​come​ ​to​ ​Category​ ​Pages​ ​from​ ​Mobile​ ​traffic.
/3-24-2016-final/p/1?heightOverride=4600​ ​page​ ​leads​ ​to​ ​404​ ​page,​ ​it​ ​is​ ​worth​ ​to
investigate​ ​how​ ​it​ ​is​ ​being​ ​generated​ ​since​ ​traffic​ ​is​ ​still​ ​coming​ ​to​ ​this​ ​page.​ ​Also,​ ​it​ ​is​ ​strange
that​ ​quite​ ​a​ ​lot​ ​of​ ​Returning​ ​Customers​ ​land​ ​on​ ​/checkout/cart/​ ​page.​ ​It​ ​should​ ​be​ ​explored
deeper​ ​as​ ​well.

Device %​ ​New New

Landing​ ​Page Category Sessions Sessions Users
Total 303,008 42.23% 127,950
/ desktop 46,801 84.06% 39,341
/ mobile 18,625 78.19% 14,562
/ tablet 6,251 68.92% 4,308
/dresses.html mobile 5,021 75.20% 3,776

/3-24-2016-final/p/1?heightOverride=4600 desktop 3,582 80.74% 2,892

/tops.html mobile 3,520 79.09% 2,784
/checkout/cart/ mobile 1,751 12.28% 215
/new-arrivals.html mobile 1,698 63.66% 1,081

/outfits.html mobile 1,675 43.52% 729

/checkout/cart/ tablet 1,490 11.14% 166
High​ ​Bounce​ ​Rate​ ​for​ ​Category​ ​Pages​ ​visited​ ​from​ ​Mobile​ ​devices​ ​stands​ ​out​ ​from​ ​other
traffic.

Looking​ ​deeper​ ​at​ ​Source​ ​for​ ​top​ ​category​ ​traffic,​ ​we​ ​see​ ​that​ ​the​ ​highest​ ​Bounce​ ​Rate
is​ ​coming​ ​from​ ​Social​ ​campaigns​ ​visited​ ​from​ ​Mobile​ ​devices.​ ​We​ ​suggest​ ​not​ ​to​ ​land​ ​social
mobile​ ​traffic​ ​to​ ​Category​ ​Pages,​ ​instead​ ​direct​ ​it​ ​to​ ​pages​ ​which​ ​are​ ​telling​ ​about​ ​companies
brand​ ​value.

Usually,​ ​after​ ​landing​ ​on​ ​homepage​ ​user​ ​proceed​ ​to​ ​the​ ​Newest​ ​Arrivals​ ​category.​ ​It​ ​is
expected​ ​since​ ​main​ ​banner​ ​CTA​ ​leads​ ​to​ ​this​ ​category.​ ​After​ ​visiting​ ​Category,​ ​the​ ​majority​ ​of
users​ ​may​ ​exist​ ​from​ ​Product​ ​Pages​ ​or​ ​browser​ ​deeper​ ​into​ ​category​ ​pages​ ​and​ ​exit​ ​afterwards.
Product​ ​Pages,​ ​Homepage,​ ​New​ ​Arrivals,​ ​Sale,​ ​Shopping​ ​Cart​ ​and​ ​Size​ ​guide​ ​are​ ​top
exit​ ​pages​ ​respectively.​ ​The​ ​trends​ ​are​ ​similar​ ​for​ ​all​ ​traffic,​ ​except​ ​of​ ​Emails.​ ​Majority​ ​of​ ​users
from​ ​Email​ ​campaigns​ ​land​ ​on​ ​Sales,​ ​New​ ​Arrivals​ ​or​ ​Clothing​ ​categories​ ​and​ ​exit​ ​from​ ​Product
Pages.

We​ ​have​ ​also​ ​reviewed​ ​the​ ​404​ ​Pages​ ​for​ ​the​ ​last​ ​30​ ​days,​ ​refer​ ​to​ ​the​ ​attachment​ ​for
the​ ​full​ ​list.
Main​ ​observations​ ​summary:
- Social​ ​traffic​ ​coming​ ​to​ ​Category​ ​Pages​ ​from​ ​mobile​ ​is​ ​the​ ​top-bouncer.​ ​Try​ ​to​ ​direct
social​ ​traffic​ ​to​ ​pages​ ​which​ ​are​ ​telling​ ​about​ ​your​ ​brand​ ​value,​ ​not​ ​directly​ ​to​ ​Category
Pages.
- 3-24-2016-final/p/1?heightOverride=4600​ ​page​ ​leads​ ​to​ ​404​ ​page,​ ​it​ ​is​ ​worth​ ​to
investigate​ ​how​ ​it​ ​is​ ​being​ ​generated​ ​since​ ​traffic​ ​is​ ​still​ ​coming​ ​to​ ​this​ ​page.
- Usually,​ ​after​ ​landing​ ​on​ ​homepage​ ​user​ ​proceed​ ​to​ ​the​ ​Newest​ ​Arrivals​ ​category.​ ​It​ ​is
expected​ ​since​ ​main​ ​banner​ ​CTA​ ​leads​ ​to​ ​this​ ​category.​ ​After​ ​visiting​ ​Category,​ ​the
majority​ ​of​ ​users​ ​may​ ​exist​ ​from​ ​Product​ ​Pages​ ​or​ ​browser​ ​deeper​ ​into​ ​category​ ​pages
and​ ​exist​ ​afterward.
- Majority​ ​of​ ​users​ ​from​ ​Email​ ​campaigns​ ​are​ ​landed​ ​on​ ​Sales,​ ​New​ ​Arrivals​ ​or​ ​Clothing
categories.
- Implement​ ​301​ ​redirects​ ​for​ ​404​ ​pages​ ​and​ ​monitor​ ​them​ ​on​ ​monthly​ ​basis.
- Investigate​ ​why​ ​some​ ​returning​ ​customers​ ​land​ ​on​ ​ ​/checkout/cart/​ ​page​ ​(google​ ​organic
and​ ​cpc​ ​is​ ​the​ ​top​ ​source​ ​for​ ​such​ ​sessions)

The​ ​full​ ​data​ ​about​ ​Landing​ ​Pages​ ​can​ ​be​ ​viewed​ ​in​ ​tables​ ​15​ ​(Landing​ ​Pages​ ​based​ ​on​ ​users),
16​ ​(Non​ ​Bounce​ ​Landing​ ​Pages),​ ​17​ ​and​ ​18​ ​(Landing​ ​Pages​ ​based​ ​on​ ​sessions).

4.4​​ ​Site​ ​speed

Fast-loading​ ​sites​ ​perform​ ​better​ ​on​ ​all​ ​fronts:​ ​better​ ​user​ ​experience,​ ​higher
conversions,​ ​more​ ​engagement,​ ​even​ ​higher​ ​search​ ​rankings.​ ​Google​ ​Analytics​ ​has​ ​built-in​ ​site
speed​ ​measurement,​ ​however,​ ​by​ ​default​ ​Google​ ​only​ ​stores​ ​1%​ ​of​ ​your​ ​site​ ​speed​ ​data​ ​in​ ​your
analytics​ ​stats,​ ​which​ ​is​ ​not​ ​a​ ​very​ ​big​ ​sample​ ​size​ ​for​ ​basing​ ​conclusions​ ​about​ ​the​ ​site​ ​speed,
however,​ ​it​ ​gives​ ​a​ ​general​ ​view.
The​ ​Document​ ​Interactive​ ​Time​ ​is​ ​the​ ​most​ ​important,​ ​because​ ​that’s​ ​how​ ​real​ ​users
perceive​ ​pagespeed​ ​–​ ​how​ ​long​ ​does​ ​it​ ​take​ ​to​ ​render​ ​what’s​ ​above​ ​the​ ​fold.​ ​There​ ​might​ ​be​ ​a
huge​ ​video​ ​and​ ​other​ ​stuff​ ​loading​ ​below​ ​the​ ​fold,​ ​but​ ​if​ ​people​ ​don’t​ ​see​ ​it​ ​right​ ​away,​ ​it​ ​doesn’t
affect​ ​the​ ​perception​ ​of​ ​site​ ​speed.​ ​Hence,​ ​this​ ​is​ ​the​ ​main​ ​metric​ ​we​ ​look​ ​at.

Avg.​ ​Page​ ​Load​ ​Time​ ​(sec)

Non​ ​Bounce
Page Converters Not​ ​Convert
/checkout/cart/ 2.33 2.45
/onestepcheckout/ 2.53 3.12
/ 2.00 2.12
/sale.html 1.25 1.33
/sale1.html 1.30 1.30
/outfits.html 1.03 1.26
/new-arrivals.html 1.25 1.41

If​ ​we​ ​compare​ ​the​ ​Average​ ​Document​ ​Interactive​ ​Time​ ​for​ ​the​ ​top​ ​visited​ ​pages​ ​and
segment​ ​them​ ​by​ ​Converters​ ​and​ ​Non​ ​Bounce​ ​Not​ ​Convert​ ​users,​ ​we​ ​can​ ​notice​ ​that​ ​pages​ ​are
loaded​ ​faster​ ​for​ ​converters.​ ​It​ ​means​ ​that​ ​the​ ​page​ ​load​ ​optimization​ ​is​ ​worth​ ​investment​ ​and
may​ ​directly​ ​affect​ ​user​ ​ability​ ​/​ ​motivation​ ​to​ ​buy.

Main​ ​observations​ ​summary:

- Google​ ​Analytics​ ​page​ ​loading​ ​sample​ ​size​ ​can​ ​be​ ​changed​ ​from​ ​1%​ ​to​ ​100%
- Avr.​ ​Page​ ​Load​ ​time​ ​is​ ​up​ ​to​ ​19%​ ​faster​ ​for​ ​users​ ​who​ ​Convert,​ ​comparing​ ​to​ ​Non
Bounce​ ​Not​ ​Converting​ ​users.
- Try​ ​modern​ ​page​ ​load​ ​optimization​ ​techniques​ ​for​ ​top​ ​landing​ ​pages​ ​e.g.​ ​Accelerated
Mobile​ ​Pages​ ​(AMP)​ ​or​ ​Progressive​ ​Web​ ​Apps​ ​(PWA).

​ ​4.5​​ ​eCommerce​ ​overview

Main​ ​eCommerce​ ​data​ ​like​ ​Conversion​ ​Rates​ ​were​ ​already​ ​compared​ ​in​ ​the​ ​sections
above.​ ​Within​ ​this​ ​section​ ​we​ ​will​ ​focus​ ​on​ ​“Converters”​ ​User​ ​Journey​ ​and​ ​how​ ​do​ ​they​ ​interact
with​ ​the​ ​website​ ​to​ ​make​ ​the​ ​purchase.
 If​ ​we​ ​look​ ​at​ ​the​ ​number​ ​of​ ​days​ ​it​ ​took​ ​from​ ​the​ ​first​ ​interaction​ ​to​ ​the​ ​conversion​ ​(Time
Lag),​ ​we​ ​see​ ​that​ ​it​ ​is​ ​almost​ ​equal​ ​split​ ​between​ ​0​ ​days​ ​and​ ​12-30.​ ​Looking​ ​at​ ​the​ ​New​ ​Visitors
segment,​ ​it​ ​shows​ ​that​ ​~70%​ ​of​ ​New​ ​Visitors​ ​buy​ ​at​ ​once,​ ​following​ ​the​ ​trend​ ​“Buy​ ​today​ ​and
wear​ ​tomorrow”.

At​ ​the​ ​same​ ​time,​ ​the​ ​number​ ​of​ ​days​ ​between​ ​users'​ ​purchases​ ​and​ ​the​ ​campaign
referral​ ​(Days​ ​to​ ​Transaction),​ ​indicate​ ​that​ ​~78%​ ​of​ ​Transactions​ ​are​ ​happening​ ​in​ ​the​ ​1st​ ​day.
It​ ​means​ ​that​ ​while​ ​there​ ​are​ ​several​ ​days​ ​Time​ ​Lag​ ​between​ ​first​ ​interaction​ ​and​ ​Conversion,
users​ ​are​ ​still​ ​being​ ​successfully​ ​captured​ ​by​ ​marketing​ ​campaigns​ ​(e.g.​ ​Emails)​ ​in​ ​that​ ​period.
Looking​ ​at​ ​all​ ​users​ ​data,​ ​most​ ​of​ ​users​ ​are​ ​proceeding​ ​to​ ​Conversion​ ​by​ ​several
interactions​ ​with​ ​Email​ ​or​ ​Search​ ​(Paid​ ​or​ ​Organic)​ ​or​ ​direct​ ​website​ ​entry.​ ​It​ ​means​ ​that​ ​users
know​ ​where​ ​to​ ​look​ ​at​ ​and​ ​e.g.​ ​search​ ​their​ ​email​ ​inbox​ ​for​ ​the​ ​offer​ ​they​ ​recall.

Top​ ​Conversion​ ​Path​ ​-​ ​time​ ​lag​ ​less​ ​than​ ​1​ ​day
MCF​ ​Channel​ ​Grouping​ ​Path Conversions
Email​ ​>​ ​Email 1,566.00
Direct​ ​>​ ​Direct 1,391.00
Paid​ ​Search​ ​>​ ​Direct 1,328.00
Paid​ ​Search​ ​>​ ​Paid​ ​Search 1,312.00
Organic​ ​Search​ ​>​ ​Direct 1,218.00
Email​ ​>​ ​Direct 1,128.00
Paid​ ​Search​ ​>​ ​Organic​ ​Search 503.00
Email​ ​>​ ​Email​ ​>​ ​Email 359.00
Organic​ ​Search​ ​>​ ​Direct​ ​>​ ​Direct 256.00
Direct​ ​>​ ​Direct​ ​>​ ​Direct 253.00
 Table​ ​above​ ​highlights​ ​the​ ​Conversion​ ​Path​ ​for​ ​users​ ​who​ ​buy​ ​at​ ​once​ ​(Time​ ​Lag​ ​<​ ​1).
The​ ​trend​ ​is​ ​similar​ ​to​ ​All​ ​users,​ ​but​ ​this​ ​segment​ ​interacts​ ​with​ ​Emails​ ​much​ ​less.​ ​Instead,​ ​they
interact​ ​with​ ​Organic​ ​or​ ​Paid​ ​Search.​ ​It​ ​is​ ​expected​ ​since​ ​websites​ ​domain​ ​name​ ​is​ ​quite
complex​ ​and​ ​some​ ​users​ ​tend​ ​to​ ​search​ ​for​ ​“brand”​ ​in​ ​Google​ ​/​ ​Bing​ ​and​ ​get​ ​to​ ​the​ ​website​ ​from
Organic​ ​or​ ​Paid​ ​Search​ ​campaigns​ ​(while​ ​they​ ​still​ ​know​ ​the​ ​brand).​ ​Similar​ ​trend​ ​can​ ​be​ ​also
noticed​ ​in​ ​New​ ​Visitors​ ​segment​ ​represented​ ​by​ ​the​ ​table​ ​below.​ ​Since​ ​majority​ ​of​ ​the​ ​New
Visitors​ ​tend​ ​to​ ​convert​ ​in​ ​the​ ​1st​ ​day,​ ​the​ ​path​ ​is​ ​quite​ ​similar.

Top​ ​Conversion​ ​Path​ ​-​ ​New​ ​Visitors

MCF​ ​Channel​ ​Grouping​ ​Path Conversions
Email​ ​>​ ​Email 46,024.00
Paid​ ​Search​ ​>​ ​Paid​ ​Search 31,791.00
Organic​ ​Search​ ​>​ ​Direct 28,939.00
Paid​ ​Search​ ​>​ ​Direct 28,558.00
Direct​ ​>​ ​Direct 25,965.00
Email​ ​>​ ​Direct 21,099.00
Email​ ​>​ ​Email​ ​>​ ​Email 19,416.00
Paid​ ​Search​ ​>​ ​Organic​ ​Search 9,793.00
Email​ ​>​ ​Email​ ​>​ ​Email​ ​>​ ​Email 9,623.00
Direct​ ​>​ ​Direct​ ​>​ ​Direct 9,582.00

Majority​ ​of​ ​users​ ​who​ ​buy​ ​at​ ​the​ ​same​ ​day,​ ​do​ ​it​ ​at​ ​once​ ​with​ ​only​ ​1​ ​interaction​ ​with​ ​the
website.​ ​Nevertheless,​ ​other​ ​major​ ​part​ ​of​ ​users​ ​convert​ ​later​ ​and​ ​do​ ​more​ ​than​ ​12​ ​interactions
with​ ​the​ ​website.​ ​They​ ​may​ ​look​ ​for​ ​latest​ ​arrivals​ ​or​ ​completing​ ​the​ ​shopping​ ​cart​ ​in​ ​several
touches.​ ​It​ ​means​ ​that​ ​major​ ​improvement​ ​can​ ​be​ ​achieved​ ​by​ ​optimizing​ ​the​ ​Returning​ ​Users
experience​ ​e.g.​ ​autocomplete,​ ​special​ ​personalized​ ​offers,​ ​longer​ ​session​ ​expiration​ ​etc.

Main​ ​observations​ ​summary:

- Number​ ​of​ ​days​ ​it​ ​took​ ​from​ ​the​ ​first​ ​interaction​ ​to​ ​the​ ​conversion​ ​has​ ​almost​ ​equal​ ​split
of​ ​Users​ ​between​ ​0​ ​days​ ​and​ ​12-30​ ​days.
- ~70%​ ​of​ ​New​ ​Visitors​ ​buy​ ​at​ ​once,​ ​following​ ​the​ ​trend​ ​“Buy​ ​today​ ​and​ ​wear​ ​tomorrow”.
- While​ ​there​ ​are​ ​several​ ​days​ ​Time​ ​Lag​ ​between​ ​first​ ​interaction​ ​and​ ​Conversion,​ ​users
are​ ​still​ ​being​ ​successfully​ ​captured​ ​by​ ​marketing​ ​campaigns​ ​(e.g.​ ​Emails)​ ​in​ ​that​ ​period.
- Most​ ​of​ ​users​ ​are​ ​proceeding​ ​to​ ​Conversion​ ​by​ ​several​ ​interactions​ ​with​ ​Email​ ​or​ ​Search
(Paid​ ​or​ ​Organic)​ ​or​ ​direct​ ​website​ ​entry.
- New​ ​Visitors​ ​Conversion​ ​Path​ ​includes​ ​more​ ​Paid​ ​and​ ​Organic​ ​searches.​ ​It​ ​is​ ​expected
since​ ​websites​ ​domain​ ​name​ ​is​ ​quite​ ​complex​ ​and​ ​users​ ​get​ ​to​ ​the​ ​website​ ​by​ ​searching
for​ ​“brand”​ ​in​ ​Google​ ​/​ ​Bing​ ​(while​ ​they​ ​still​ ​knowing​ ​the​ ​brand).
- Major​ ​part​ ​of​ ​users​ ​convert​ ​within​ ​12-30​ ​days​ ​and​ ​do​ ​more​ ​than​ ​12​ ​interactions​ ​with​ ​the
website.​ ​Major​ ​improvement​ ​can​ ​be​ ​achieved​ ​by​ ​optimizing​ ​the​ ​Returning​ ​Users
experience​ ​e.g.​ ​autocomplete,​ ​special​ ​personalized​ ​offers,​ ​longer​ ​session​ ​expiration​ ​etc.
5​ ​UX​ ​Research​ ​and​ ​Analysis​ ​of 
Key​ ​Website​ ​Areas 
5.1​​ ​Homepage
We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for 
Homepage:

A/B​ ​tests:

1. Make​ ​all​ ​call​ ​to​ ​action​ ​buttons​ ​stand​ ​out​ ​in​ ​a​ ​visual​ ​hierarchy.
2. On mobile devices insert shortcut buttons which would lead the user to popular
categories​ ​of​ ​the​ ​website.
3. Add extra homepage block to tell about brand story so new customers could understand
the​ ​brand​ ​value​ ​from​ ​the​ ​first​ ​page.
4. If​ ​the​ ​homepage​ ​has​ ​a​ ​banner​ ​to​ ​sales​ ​page,​ ​it​ ​should​ ​lead​ ​users​ ​directly​ ​to​ ​Sales​ ​page.
5. Make the Complimentary Ground Shipping text clickable and send users to page where
they can find more information about complimentary shipping. Or change the design of
tagline​ ​not​ ​to​ ​look​ ​clickable.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. According to Google Analytics data the homepage was landing page for 23.85% of all
users in 27.96% of all sessions. In the same time, it was an exit page for 12.93% of all
users​ ​and​ ​in​ ​10.68%​ ​of​ ​all​ ​sessions.

In the homepage are placed banners of monthly or seasonal campaigns, for example,
New Arrivals. Although the first screen includes a ​call to action at first the user might not
understand​ ​that​ ​it​ ​is​ ​a​ ​button,​ ​because​ ​it​ ​doesn't​ ​look​ ​clickable.
 What's more, the data in previous page shows that 10% of all the users by first look
couldn’t​ ​find​ ​a​ ​trigger​ ​to​ ​continue​ ​their​ ​way​ ​through​ ​website.

Because of that we suggest to ​make all ​call to action ​buttons stand out in a visual
hierarchy by highlighting them​, for example the background of button could be in opposite
colour​ ​as​ ​the​ ​picture.

2. The heatmap data shows that 50% of the mobile users scroll the homepage lower than
second fold. As on the mobile devices one screen includes 1 and ½ campaign, the user
might not notice all the campaigns and ​call to action ​buttons. What's more 10% of the
clicks​ ​are​ ​made​ ​on​ ​the​ ​burger​ ​menu​ ​icon.
 The previously described data shows that the user is interested to view product
categories. To do that user needs or to scroll the screen or click on the burger menu. Both of
activities takes extra steps from the user, so he needs to spend more time to make the next step
and​ ​find​ ​the​ ​category​ ​he​ ​might​ ​be​ ​interested​ ​in.

To shorten the user path we suggest to ​insert shortcut buttons which would lead the
user​ ​to​ ​popular​ ​categories​ ​of​ ​the​ ​page​ ​on​ ​mobile​ ​devices.

Another way how to attract and hold the user attention while he is on the homepage
would be to create a new block with a link to story of the brand. It might include some inspiring
slogan, value proposition or emphasize the main advantages of the product, for example, the
materials used or special service to every client. By this the user will feel more close to the
brand,​ ​will​ ​want​ ​to​ ​be​ ​a​ ​part​ ​of​ ​the​ ​story​ ​and​ ​will​ ​be​ ​more​ ​interested​ ​to​ ​view​ ​and​ ​buy​ ​products.

Because of that we suggest to ​a​dd extra homepage block to tell about brand story
so​ ​new​ ​customers​ ​could​ ​understand​ ​the​ ​brand​ ​value​ ​from​ ​the​ ​first​ ​page.

3. According to Google Analytics data the second most visited page for users who landed
on the homepage was Sales page - in 16.8% of all the sessions users continued their
journey​ ​to​ ​this​ ​page.

In the time of heuristic analysis we found that if the user clicks on the sales campaign
banner he is redirected to the main sales page, where he needs to choose a sales category. As
user already knows that he wants to view sales products we suggest to remove extra step and
lead​ ​the​ ​user​ ​directly​ ​to​ ​Sales​ ​product​ ​page​ ​if​ ​the​ ​homepage​ ​has​ ​a​ ​banner​ ​to​ ​it.

4. The heatmap data shows that some users click on the tagline “Complimentary ground
shipping”​ ​even​ ​if​ ​it​ ​is​ ​not​ ​clickable.
 Although the number of clicks is not big, users are interested to read more about
the complimentary ground shipping. If the tagline is not clickable, the user might start to look for
shipping information or even contact the customer service instead of reading more about
companies​ ​products.

That is why we suggest to ​make the Complimentary Ground Shipping text clickable
and send users to page where they can find more information about complimentary
shipping.​ ​Or​ ​change​ ​the​ ​design​ ​of​ ​tagline​ ​not​ ​to​ ​look​ ​clickable.

5.2​​ ​Category​ ​page 

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​Category 
page: 

A/B​ ​tests​ ​not​ ​needed:

1. Several​ ​products​ ​are​ ​not​ ​assigned​ ​to​ ​a​ ​category.
2. Make​ ​tablet​ ​filters​ ​bigger.
3. Implement​ ​subcategories​ ​on​ ​category​ ​pages​ ​that​ ​are​ ​missing​ ​one.
4. Remove​ ​“Women”​ ​in​ ​mobile​ ​navigation​ ​as​ ​the​ ​sole​ ​second​ ​level​ ​sub-category​ ​under
“Clothing”.
5. Make​ ​it​ ​possible​ ​to​ ​remove​ ​the​ ​chosen​ ​filtering​ ​option​ ​with​ ​one​ ​click.
 
A/B​ ​tests​ ​needed: 
6. Put​ ​5​ ​products​ ​in​ ​a​ ​row​ ​instead​ ​of​ ​six
7. Instead​ ​of​ ​“More​ ​colors​ ​available”​ ​show​ ​available​ ​colors​ ​on​ ​category​ ​page.
8. In​ ​addition​ ​to​ ​"Size"​ ​and​ ​"Color",​ ​add​ ​"Material"​ ​&​ ​"Price"as​ ​a​ ​filtering​ ​option.
9. Add​ ​CTAs​ ​to​ ​all​ ​banners​ ​on​ ​the​ ​website
The​ ​hypothesis​ ​above​ ​are​ ​based​ ​on​ ​the​ ​Data​ ​Insights​ ​(both​ ​quantitative​ ​and​ ​qualitative),​ ​which
are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. Heuristic​ ​analysis​ ​showed​ ​that​ ​some​ ​items​ ​can​ ​only​ ​be​ ​found​ ​when​ ​browsing​ ​“All
products”​ ​or​ ​directly​ ​by​ ​search.​ ​Subjects​ ​found​ ​several​ ​pairs​ ​of​ ​sunglasses​ ​that​ ​weren't
assigned​ ​to​ ​any​ ​category​ ​and​ ​in​ ​the​ ​navigation​ ​menu.

2. Filter​ ​block​ ​on​ ​category​ ​pages​ ​is​ ​aligned​ ​to​ ​the​ ​left​ ​and​ ​is​ ​quite​ ​small.​ ​Since​ ​most​ ​people
are​ ​right-handers​ ​it​ ​is​ ​not​ ​comfortable​ ​to​ ​use​ ​it,​ ​because​ ​you​ ​can​ ​not​ ​reach​ ​it​ ​with​ ​a​ ​right
hand​ ​while​ ​holding​ ​the​ ​tablet​ ​with​ ​your​ ​right​ ​hand.
 3. In​ ​heuristic​ ​research​ ​it​ ​was​ ​also​ ​found​ ​that​ ​some​ ​categories​ ​do​ ​not​ ​have​ ​sub-categories
available​ ​when​ ​they​ ​are​ ​open.​ ​Even​ ​if​ ​there​ ​are​ ​second​ ​level​ ​categories​ ​shown​ ​in
navigation​ ​menu.​ ​You​ ​can​ ​see​ ​that​ ​there​ ​are​ ​different​ ​shoe​ ​variations​ ​to​ ​choose​ ​from:

But​ ​after​ ​opening​ ​the​ ​category​ ​you​ ​ ​cannot​ ​choose​ ​what​ ​style​ ​of​ ​shoes​ ​you​ ​want.​ ​Even​ ​if​ ​this​ ​is
available​ ​for​ ​other​ ​product​ ​types.

4. There​ ​is​ ​a​ ​sub-category​ ​under​ ​clothing​ ​section​ ​called​ ​“Women”,​ ​since​ ​there​ ​are​ ​no​ ​other
subcategories​ ​it​ ​is​ ​just​ ​a​ ​redundant​ ​step​ ​and​ ​might​ ​confuse​ ​customers.
 ​​

5. For​ ​better​ ​user​ ​experience​ ​it​ ​would​ ​be​ ​good​ ​to​ ​add​ ​an​ ​option​ ​to​ ​remove​ ​/​ ​reset​ ​filters
without​ ​opening​ ​the​ ​filters​ ​box.

6. Heuristic​ ​research​ ​also​ ​showed​ ​that​ ​there​ ​might​ ​be​ ​too​ ​many​ ​products​ ​in​ ​a​ ​row-​ ​Subjects
tended​ ​to​ ​notice​ ​and​ ​remember​ ​specific​ ​products​ ​worse​ ​with​ ​rows​ ​of​ ​6​ ​products.​ ​Also
large​ ​category​ ​images​ ​is​ ​a​ ​good​ ​way​ ​to​ ​make​ ​customers​ ​“fall”​ ​in​ ​love​ ​with​ ​products
before​ ​opening​ ​the​ ​product​ ​page.​ ​As​ ​for​ ​a​ ​premium​ ​brand​ ​like​ ​yours,​ ​product​ ​images
should​ ​be​ ​the​ ​primary​ ​focus​ ​to​ ​convey​ ​the​ ​quality​ ​and​ ​style​ ​of​ ​the​ ​clothes​ ​from​ ​already
from​ ​the​ ​category​ ​page.
 7. Visitor​ ​heatmaps​ ​show​ ​that​ ​20%​ ​of​ ​clicks​ ​in​ ​product​ ​pages​ ​are​ ​on​ ​the​ ​color​ ​variations.

Hence​ ​we​ ​would​ ​suggest​ ​to​ ​test​ ​moving​ ​color​ ​options​ ​to​ ​category​ ​pages​ ​so​ ​that​ ​users
could​ ​check​ ​out​ ​the​ ​various​ ​color​ ​options​ ​and​ ​be​ ​moved​ ​to​ ​product​ ​page​ ​and​ ​further​ ​down​ ​the
funnel​ ​with​ ​less​ ​friction.

8. Search​ ​reports​ ​show​ ​that​ ​every​ ​season​ ​there​ ​are​ ​at​ ​least​ ​one​ ​material​ ​group​ ​present​ ​in
TOP10​ ​searches-​ ​Velvet,​ ​Linen,​ ​Denim,​ ​Silk,​ ​cashmere,​ ​Galaxy​ ​blue,​ ​black​ ​dress,​ ​etc.
Also​ ​user​ ​surveys​ ​show​ ​interest​ ​in​ ​filtering​ ​by​ ​price.

9. There​ ​are​ ​banners​ ​on​ ​top​ ​of​ ​every​ ​category​ ​page,​ ​however​ ​these​ ​banners​ ​are​ ​taking​ ​up
a​ ​lot​ ​of​ ​space​ ​above​ ​the​ ​fold​ ​and​ ​are​ ​not​ ​actionable:
 Together​ ​with​ ​Breadcrumb​ ​and​ ​sub-category​ ​sorting​ ​sections​ ​category​ ​banner​ ​takes​ ​up
43%​ ​of​ ​usable​ ​screen​ ​real-estate.​ ​To​ ​make​ ​a​ ​better​ ​use​ ​of​ ​the​ ​screen​ ​space​ ​without​ ​losing
functionality​ ​we​ ​can​ ​A/B​ ​test​ ​moving​ ​breadcrumbs​ ​and​ ​sorting​ ​section​ ​in​ ​the​ ​sub-category
banner​ ​reducing​ ​footprint​ ​of​ ​the​ ​sections​ ​of​ ​43%​ ​to​ ​approximately​ ​26%​ ​that​ ​way​ ​making​ ​more
space​ ​for​ ​product​ ​listing.

5.3​​ ​Search​ ​page

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​Search 
page: 

A/B​ ​tests​ ​not​ ​needed:

1. Fix​ ​the​ ​accordion​ ​button​ ​on​ ​mobile​ ​devices.

2. Add​ ​more​ ​product​ ​categories​ ​in​ ​which​ ​the​ ​user​ ​can​ ​try​ ​to​ ​shop.
3. Implement​ ​smart​ ​search​ ​functionality.

A/B​ ​test:
1. Fix the search system so the first results would be exact matches, then would follow
other​ ​matches​ ​and​ ​then​ ​would​ ​be​ ​seen​ ​the​ ​similar​ ​products​ ​by​ ​category​ ​type.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:
 1. On average the option to search was used in only 4.64% of all the sessions. In the same
time, the users who searched for an item, have by 370% higher conversion rate (2.04%
vs​ ​9.57%).

As seen from the graphs above, the biggest amount of sessions with search function
were made in desktop devices ( 6.86% ) and the less on mobile devices ( 2.55%). The data of
the Conversion Rate proves that the users who have made searches on the website have
approximately​ ​4​ ​times​ ​higher​ ​conversion​ ​rate​ ​than​ ​those​ ​who​ ​haven’t.

The heuristics researched showed that the search system might have three problems.
Firstly, when the user enters the product category and colour, in most of the cases first products
will be in different colours even if it is possible to buy it in the colour written by the user. Further,
is given an example when user was looking for a “​pink dress”​. If it is possible to buy exact
product in an exact colour, the option should be provided to the user, so he shouldn't spend his
time​ ​on​ ​extra​ ​activities.
 Moreover, when the user searched for the item which was not in the product list, in the
results the system showed products which included the search phrase in the product
description. Unfortunately, the products were not connected with the search phrase at all. In the
example below is shown a situation when the user was looking for a “white trench” and the
system showed three jackets and one blouse because in their description the word ​“French” is
used and the part ​“ench” of the words is common. As the website offers trenches in other
colours and coats and even jackets which are similar to trenches and which could be interesting
for the user, can be concluded that the search system is not made with an idea to provide the
best​ ​options​ ​for​ ​customers.

What​ ​the​ ​system​ ​offered:

What​ ​it​ ​could​ ​offer:

If there was really nothing to show to the user instead of jackets, the system could write
“The ladies who were looking for “white trench” also viewed these products and similar products
to​ ​the​ ​picture​ ​above​ ​could​ ​be​ ​shown.

The third problem was noticed on mobile devices. Users who have visited the website
from desktop and tablet devices are used that the search field is visible on every page in the top
right corner. To find search bar on mobile devices user should click on the navigation menu. As
seen from the user tests, firstly users are looking for the search bar at the top of the page.
Please,​ ​follow​ ​the​ ​link​ ​to​ ​see​ ​user​ ​session​ ​recording:

LINK:

To allow users use the website intuitively, ​on the mobile devices the ​search bar icon
should​ ​be​ ​added​ ​to​ ​the​ ​header​ ​next​ ​to​ ​the​ ​cart​ ​and​ ​my​ ​account​ ​icons.

Hence, we suggest to improve the search system so the first results would be exact
matches, then would follow other matches and then would be seen the similar products
by​ ​category​ ​not​ ​by​ ​the​ ​name.
 2. The heuristic research showed that if user enters a term and no results can be found,
firstly, are shown few suggested items and, secondly, the website offers “ You can also try
shopping by category: “New”. First of all, on the mobile devices the accordion button next to the
option is broken. Secondly, on all devices the user might view only the New Arrivals Outlook
page​ ​although​ ​this​ ​could​ ​be​ ​a​ ​good​ ​place​ ​where​ ​to​ ​show​ ​a​ ​way​ ​to​ ​other​ ​product​ ​categories.

The​ ​accordion​ ​button​ ​on​ ​the​ ​mobile​ ​device:

Thus, we suggest to ​add more product categories in

which user can try to shop and fix the accordion button
on​ ​mobile​ ​devices.

3. ​The competitor analysis revealed that companies website is missing a smart search
function.

To help users faster and easier find what they are looking for we suggest to ​implement
a smart search functionality. It will not only save users time, but also will give them ideas of
possible​ ​search​ ​terms.
5.4​​ ​Product​ ​page

5.4.1​​ ​Product​ ​and​ ​Outfit​ ​product​ ​page

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​for​ ​Product​ ​and​ ​Outfit
product​ ​page:

A/B​ ​tests​ ​not​ ​needed:

1. Improve​ ​image​ ​zoom​ ​functionality​ ​on​ ​all​ ​devices.

2. Insert a function on mobile phones and tablets that allows users to swipe the product
pictures.

3. Implement a “video thumbnail” where a model shows how the product looks on her when
she​ ​is​ ​moving.

4. Insert a button "Shipping and return information" and link it with a page, where the user
could​ ​read​ ​more​ ​about​ ​the​ ​shipping​ ​and​ ​return​ ​policies.

5. Place the text “Complimentary ground shipping” and link to “Shipping and return
information”​ ​page​ ​above​ ​the​ ​“Add​ ​to​ ​bag”​ ​button.

6. Make “Add to wishlist” button more visible and allow users to add product to wishlist
without​ ​registration​ ​and​ ​save​ ​products​ ​he​ ​viewed​ ​on​ ​product​ ​page​ ​for​ ​60​ ​days.

7. Make​ ​the​ ​size​ ​pre-selected,​ ​if​ ​the​ ​product​ ​has​ ​only​ ​1​ ​size.

8. Remove​ ​the​ ​option​ ​to​ ​view​ ​the​ ​size​ ​guide​ ​for​ ​elements​ ​which​ ​have​ ​only​ ​1​ ​size.

9. Create a pop-up window which appears in case when the user has chosen a
combination of unavailable size and colour. The system could offer available colours for
the​ ​size.

10. Place​ ​the​ ​breadcrumbs​ ​higher​ ​on​ ​the​ ​mobile​ ​devices.

11. Change the size of Live Chat (Offline) window for desktop size 1920 x 1200, so it would
look​ ​like​ ​a​ ​pop-up​ ​window​ ​and​ ​would​ ​take​ ​as​ ​much​ ​space​ ​as​ ​on​ ​other​ ​screen​ ​sizes.

12. Remove​ ​the​ ​option​ ​“​ ​Send​ ​to​ ​a​ ​friend”.

A/B​ ​tests:

1. Add user reviews like a small stories with beautiful pictures from well-known or inspiring
women who wears the product or the outfit. In the outfit page should be explained why
the​ ​outfit​ ​is​ ​made​ ​exactly​ ​like​ ​this.

2. Implement the full-width overlay for the products. Improve the functionality by allowing to
scroll the screen with trackpad as well as the mouse movements and switch pictures by
using​ ​keyboard​ ​arrows.x​ ​-​ ​Grey​ ​corner​ ​when​ ​zooming​ ​+​ ​Tablet​ ​hover​ ​disappears.

3. Rename the main CTA button "Add to bag" to "Choose a size" while the user hasn't
chosen​ ​a​ ​size.

4. Create​ ​an​ ​urgency​ ​slogan​ ​“Only​ ​few​ ​left”​ ​for​ ​certain​ ​products.

The​ ​hypothesis​ ​above​ ​are​ ​based​ ​on​ ​the​ ​Data​ ​Insights​ ​(both​ ​quantitative​ ​and​ ​qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. The heuristic analysis and the user sessions recordings indicated the frustration while
using image zoom functionality. The majority of users may face this problem since the
zoom event is the most completed and repeated event in period from 01.07.2016 to
01.07.2017 by returning and new visitors, by converters and non-converters in desktop
devices​ ​and​ ​the​ ​third​ ​most​ ​completed​ ​event​ ​by​ ​the​ ​same​ ​groups​ ​of​ ​tablet​ ​users.*

*The​ ​hover​ ​zoom​ ​functionality​ ​is​ ​not​ ​available​ ​on​ ​mobile​ ​devices

Hover​ ​zoom​ ​functionality​ ​as​ ​%​ ​of​ ​all​ ​Product​ ​page​ ​events​ ​in​ ​time​ ​of​ ​01.07.2016​ ​-
01.07.2017*

Returning New ​ ​Avg.

Converters Non-converters
visitors visitors repeats

Desktop​ ​users 61.8% 61.6% 62.6% 58.7% 4.01

Tablet​ ​users 5.76% 8.71% 6.6% 7.3% 1.96

*To​ ​view​ ​full​ ​data​ ​of​ ​product​ ​page​ ​events,​ ​please​ ​view​ ​the​ ​tables​ ​19-31​ ​in​ ​the​ ​Appendix.

During the heuristic analysis it was found that the hover window looks broken. Firstly, on
the tablet device the hover window disappears only when user clicks on product image, but not
if he clicks anywhere else on the page. As users are used to exit the picture with a touch
anywhere​ ​else​ ​on​ ​the​ ​page,​ ​the​ ​problem​ ​on​ ​websites​ ​product​ ​page​ ​can​ ​create​ ​stress.

Secondly, if user clicks on the button “Click to zoom” on all devices, the first thing what
he sees will be the grey rectangular of the picture but not the part of product. If for the user this
will be the first experience with the website, he might think that something does not work
properly.

To​ ​view​ ​the​ ​example,​ ​please,​ ​follow​ ​the​ ​link​ ​below.

The​ ​link​ ​to​ ​the​ ​user​ ​session​ ​recording:

Thirdly, if user taps on the tablet device to zoom the picture, nothing happens. This might
be a problem because users, who use mobile devices and tablets are used that they can tap
twice and the screen will be zoomed. What's more, on the mobile devices the functionality works
and if the previous experience with the website for the user was with mobile, then he might think
that the website is broken. Similar situation is with functionality of swiping the pictures - this is a
default function for devices with touch screen, so the disability to use the function of the website
might​ ​disturb​ ​the​ ​user.

To​ ​improve​ ​user​ ​experience​ ​while​ ​viewing​ ​pictures​ ​we​ ​suggest​ ​to​ f​ ix​ ​the​ ​image​ ​hover
on​ ​tablet​ ​devices​ ​and​ ​implement​ ​an​ ​improved​ ​image​ ​zoom​ ​functionality​ ​on​ ​all​ ​devices.

2. In the period 01.07.2016 - 01.07.2017 the number of total events in when user has
clicked on product backside images has increased averagely by 80.9% when compared
with​ ​user​ ​activity​ ​in​ ​the​ ​same​ ​previous​ ​period.

Backside​ ​image​ ​view​ ​as​ ​%​ ​of​ ​all​ ​Product​ ​page​ ​events​ ​in​ ​time​ ​of​ ​01.07.2016​ ​-​ ​01.07.2017

2015/2016 2016/207 %​ ​change

New​ ​Visitors 22.21% 39.01% 75.6%

Returning​ ​visitors 19.59% 36.48% 86.22%

The data above approves that the one of the most important details in the product page
is​ ​product​ ​pictures​ ​and​ ​options​ ​to​ ​view​ ​all​ ​the​ ​details​ ​the​ ​product​ ​has.

To​ ​give​ ​even​ ​more​ ​detailed​ ​view​ ​of​ ​the​ ​product​ ​pictures​ ​we​ ​suggest​ ​following​ ​options:

● To ​implement a “video thumbnail” where a model shows how the product

looks​ ​on​ ​her​ ​when​ ​she​ ​is​ ​moving.
 This is a new trend in the apparel industry. The aim of it is to provide not only product
pictures from different angles but also show a small video, where can be seen how the product
looks on live and how it fits on when a person is moving. This would provide users with more
realistic​ ​impression​ ​of​ ​the​ ​product.

Below is an example of Nordstrom store which has the product video already on the
category​ ​page.

● To implement the full-width overlay for the products. Improve the functionality by
allowing to scroll the screen with trackpad as well as the mouse movements and
switch​ ​pictures​ ​by​ ​using​ ​keyboard​ ​arrows.

The competitor analysis indicated that other brands to emphasize the product details
allow users not only to zoom pictures, but also to see them in the full-screen mode, so users
wouldn't​ ​have​ ​any​ ​questions​ ​of​ ​how​ ​the​ ​product​ ​might​ ​look​ ​and​ ​feel​ ​on​ ​live.

This could be a huge improvement because the system how users would view products
would change completely. First of all, previously described zooming problems would be solved.
Secondly, user shouldn't add so much effort and make extra clicks to view a full product. This
would make the user experience and received impressions more realistic, so the user will have
a​ ​better​ ​understanding​ ​of​ ​how​ ​the​ ​product​ ​looks​ ​like.
 3. The user session recordings and the competitors analysis proved that the consumers
are interested in reviews, opinions and stories of other users who have bought the
product​ ​and​ ​share​ ​their​ ​experience.

Link​ ​to​ ​the​ ​user​ ​session​ ​recording:

The main finding of the user tests was that 80% of respondents are more likely to buy the
product​ ​from​ ​the​ ​website​ ​if​ ​they​ ​have​ ​watched​ ​the​ ​videos​ ​in​ ​OUR​ ​STORY.

For all consumers the main reason why they buy something is because they want to fit in
some society and with the bought product users want to prove that they also belong to it. That is
why ​the descriptions of the experiences can give an immense motivation and confidence to user
who​ ​is​ ​still​ ​in​ ​decision​ ​making​ ​process.

To increase the motivation of users we suggest to ​add user reviews like a small
stories with beautiful pictures from well-known or inspiring women. The stories should
discover the brand personality and explain how the clothes of the store will emphasize the
personality​ ​of​ ​the​ ​user​ ​and​ ​help​ ​him​ ​to​ ​fit​ ​in​ ​some​ ​society.

In the outfit page we suggest to give more information about the products
included in the outfit​, for example detailed explanations of why exactly this outfit was made,
what specific details every product in the outfit has, how the products were made and at the end
of​ ​the​ ​text​ ​an​ ​inspirational​ ​quote​ ​of​ ​the​ ​designer​ ​could​ ​be​ ​given.

4. In the time of heuristic analysis the team noticed that the product page is missing any
information​ ​about​ ​the​ ​return​ ​policy.

In many researches where users were asked why they haven't added product to the cart
as one of the most popular reasons was given that users are afraid of any extra costs which
might appear because of the shipping policy. Another reason why users don't feel secure to add
the product to the cart is that no information about the return policy is written. For many years
the consumers firstly tried the product and if they liked how it fit, they bought it. Now in
ecommerce stores the consumers have no option to try the product first, so the risk that
something might be wrong is very high and therefore the level of fear and insecurity has grown
as​ ​well.

To create and save the trust of the user we suggest to ​insert a button “Shipping and
return information” and link it with the page where to user could read more relevant
information​​ ​-​ ​/shipping-and-handling.

Add above the button “add to bag” the information of expected delivery time and
return policy​. The information could be some standard phrases, for example, the delivery time
can be calculated as the 3 - 6 days and the return policy can be described as “Returns are free
and​ ​easy”​ ​as​ ​the​ ​Tommy​ ​Hilfiger​ ​explains​ ​it.
 5. The heuristic research showed that the trigger phrase “complimentary ground shipping”
is​ ​placed​ ​below​ ​the​ ​main​ ​call​ ​to​ ​action​ ​button​ ​“Add​ ​to​ ​bag”.

When user gives money to a company and especially this much as to yours he expects
to receive something for free. In the same time, the ​consciousness is that user shouldn't ask for
anything as the company has already thought about the compliments to user. It creates positive
emotions​ ​which​ ​create​ ​motivation​ ​and​ ​result​ ​in​ ​a​ ​purchase.

To increase the motivation for the user we suggest to ​add above the “add to bag”
button​ ​the​ ​text​ ​of​ ​complimentary​ ​ground​ ​shipping.

6. The user session recordings approved that the users who don't have an account and
can't use the option to add the product to a wishlist are using the cart page for the same
aim.

In the example below is shown an example when the user is looking for trousers. She is
viewing many options and the best ones she adds to the cart. As the system saves the cart
details for a long time period, users who don't have an account don't see a point to create one
only​ ​to​ ​have​ ​a​ ​wishlist​ ​because​ ​the​ ​system​ ​offers​ ​easy​ ​alternative.

Link​ ​to​ ​user​ ​session​ ​recording:

From the perspective of the user there is not much of a difference where he is saving the
products to buy later, but for data analysts this might be disturbing - when analyzing the
completed events on product page it is seen that from 01.07.2016 - 01.07.2017 of all completed
events “Add to wishlist” was used in 0.8% cases which is a very low rate. So the conversion
optimizers would start to think how to increase the rate. Actually, the wish list has no problems
only​ ​the​ ​users​ ​use​ ​other​ ​functionality.
 The wish list is an important functionality of the ecommerce store because of three main
reasons. Firstly, user can save the products he is interested in, but not enough motivated to buy
immediately. Secondly, in the wishlist user can save products which he wants to compare later
to choose the best option to buy. Thirdly, based on added products to a wishlist the marketers
can​ ​send​ ​personalized​ ​emails​ ​with​ ​reminders​ ​and​ ​create​ ​retargeting​ ​campaigns.

Now the “add to favourites” button is under the main Call to Action button and it is in light
colour, so the users might not notice it. When comparing with other fashion brands it can be
seen that mostly next to the functionality is places the symbol of heart - the consumers are used
that it means exactly this option, it creates warm feelings and without a thinking the user can
react​ ​if​ ​he​ ​wants.

To use full potential of the wishlist we suggest to ​allow users add products to a
wishlist without the registration and save products there for 60 days. ​Also, the button
needs be more noticeable and before it should be placed heart symbol​, so the user could
act​ ​instinctively.

7. During the heuristic analysis the research team found that the main call to action button
on the product and outfit page all the time says “Add to bag”, even if before adding
products​ ​to​ ​the​ ​cart​ ​the​ ​user​ ​should​ ​choose​ ​the​ ​size.

Google Analytics data shows that the average session duration on the product page is
43 seconds and as known most of the time is spent viewing the product pictures. To help for the
user add the product to bag all the important instructions should be written in clear and easy to
notice way. On product page the notification to “Choose the size” is written in a very small font,
so​ ​the​ ​user​ ​might​ ​not​ ​notice​ ​it.​ ​Please,​ ​view​ ​the​ ​example​ ​below.

To allow user understand only by a glance what action he should do first we suggest to
rename the main CTA button "Add to bag" to "Choose a size" while the user hasn't
chosen​ ​a​ ​size.
 8. The heuristic research showed that if the user looks at the product which has different
colours and sizes, the system immediately shows a red notification that some of the size
and​ ​colour​ ​combinations​ ​might​ ​be​ ​out​ ​of​ ​stock.

The common practise is to warn user if the product is out of stock. Your website is doing
it immediately when the user has clicked on the product page and hasn't even choose the size
he needs. Because of the notification the user might feel negative emotions although he does
not​ ​know​ ​if​ ​the​ ​product​ ​he​ ​wants​ ​is​ ​in​ ​stock​ ​or​ ​no.

Because of that we suggest to ​create a pop-up window which appears in case when
the user has chosen a combination of unavailable size and colour. The system could
offer​ ​available​ ​colours​ ​for​ ​the​ ​size.

9. In the time of heuristic analysis we found that for some products which have one size, for
example, sunglasses, the user can choose a size and a dropdown functionality is
available.​ ​Also,​ ​next​ ​to​ ​one​ ​size​ ​products​ ​is​ ​places​ ​an​ ​option​ ​to​ ​view​ ​the​ ​size​ ​guide.

Both of previously mentioned functions are pointless and take extra steps from the user
to finish the step. As availability to finish the purchase in as less time as possible is the one of
the most important element when visiting the ecommerce store, extra steps which takes extra
time​ ​should​ ​be​ ​avoided.

So the user wouldn't make unnecessary steps we suggest to ​delete the option to
choose the size, if the product has only 1 size and remove the option to view the size
guide for elements which have only 1 size ​except for the hats, because the user might want
to​ ​see​ ​the​ ​diameter​ ​of​ ​it.

10. The competitor analyses showed that some of the competitors use the strategy of
urgency​ ​and​ ​motivates​ ​the​ ​user​ ​by​ ​saying​ ​that​ ​“Only​ ​X​ ​products​ ​left”.

Urgency and scarcity are great motivators - the user likes the product, but he knows that
the manufacturer has a lot of them, so there is no need to rush the decision and the user can
think about his motivation for some more time. In the same time, if next to a product will be
written “Only few products left” that would mean that, firstly, the user should think fast otherwise
in the closest time he won't get it and, secondly, that other people also like the products and it
should​ ​be​ ​worth​ ​to​ ​buy​ ​it.

Below​ ​is​ ​given​ ​an​ ​example​ ​of​ ​Tommy​ ​Hilfiger​ ​product​ ​page.

So more users would feel motivated to buy the product immediately we suggest to make
an​ ​A/B​ ​test​ ​and​ ​create​ ​an​ ​urgency​ ​slogan​ ​“Only​ ​few​ ​products​ ​left”​ ​for​ ​certain​ ​products.

11. When analyzing how the product page might look on mobile device, the team found that
a lot of space in the first fold is taken by the breadcrumbs and by heatmap data not
many​ ​users​ ​click​ ​on​ ​them.

The elements on the screen should be placed according to the user activity and
principles of the visual hierarchy, so the elements would notice as the first one would be the
most important. In the example above can be seen that one third of the screen is taken by
breadcrumbs although they could be placed higher, so the user could see whole picture and
maybe​ ​alternative​ ​pictures.

Because of the user low activity when using breadcrumbs to get back to a category page
we​ ​suggest​ ​to​​ ​place​ ​the​ ​breadcrumbs​ ​below​ ​product​ ​picture​ ​on​ ​the​ ​mobile​ ​devices.

12. The heuristic analysis indicated that the window Live chat (offline) on the devices with a
screen 1920 x 1200 takes the whole screen - the biggest part of the screen is taken by a
white​ ​window​ ​while​ ​the​ ​chat​ ​fields​ ​are​ ​placed​ ​only​ ​in​ ​the​ ​left​ ​corner​ ​of​ ​the​ ​page.

As shown in the example above, the page looks unfinished, broken and not trustworthy.
That is why we suggest to ​change the size of Live Chat (offline) window for desktop screen
size 1920 x 1200, so it would look like a pop-up window and would take as much space as
on​ ​other​ ​screen​ ​sizes.

13. The Google Analytics data of completed events on product page described that in the
period of time 01.05.2017 - 01.07.2017 the least completed unique event for the
converters and non-converters was “Sent to a friend” - only 0.07% of all the completed
events.
 Total​ ​Amount​ ​of​ ​Clicks​ ​on
the​ ​“Send​ ​to​ ​a​ ​friend”​ ​button
(In​ ​the​ ​ ​period​ ​01.07.2016​ ​-​ ​01.07.2017)
770
Because of the low user activity when using the option to share the product with a friend
through​ ​an​ ​email​ ​we​ ​suggest​ ​to​ ​remove​ ​the​ ​option​ ​“Send​ ​to​ ​a​ ​friend”.

5.4.2​​ ​Product​ ​page

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​Search 
page: 

A/B​ ​tests​ ​not​ ​needed:

1. Fix​ ​the​ ​false​ ​clickable​ ​effect​ ​on​ ​“Details”.

2. Delete the field of “Fit type” if the product has no specific type and it is clearly
understandable​ ​to​ ​whom​ ​the​ ​product​ ​is​ ​made​ ​for.

3. Remove​ ​"Add​ ​Free​ ​Gift​ ​Box"​ ​choice​ ​from​ ​Product​ ​page.

A/B​ ​tests:

1. Improve​ ​the​ ​functionality​ ​of​ ​"More​ ​details"​ ​field​ ​by​ ​adding​ ​a​ ​button​ ​"Read​ ​more"​ ​next​ ​to
product​ ​description​ ​text​ ​and​ ​linking​ ​it​ ​with​ ​"Details"​ ​field.

2. Remove​ ​the​ ​quantity​ ​field​ ​product​ ​from​ ​the​ ​PDP​ ​page​ ​to​ ​simplify​ ​the​ ​form.

3. Rephrase the fit type names, so the customers of petite and plus size wouldn't feel as
not​ ​women.​ ​(Not​ ​to​ ​affect​ ​SEO​ ​insert​ ​"Women"​ ​in​ ​products​ ​description​ ​text).
The​ ​hypothesis​ ​above​ ​are​ ​based​ ​on​ ​the​ ​Data​ ​Insights​ ​(both​ ​quantitative​ ​and​ ​qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. 15.34%​ ​of​ ​all​ ​users​ ​demanded​ ​more​ ​detailed​ ​product​ ​description​ ​(in​ ​2015/2016).

While doing the heuristic research the team found that when the user moves the mouse
click on the word “Details” cursor changes to symbol which allows the user to click. Please, look
at​ ​the​ ​example​ ​below.

To​ ​not​ ​confuse​ ​the​ ​user​ ​we​ ​suggest​ ​to​ ​fix​​ ​the​ ​false​ ​clickable​ ​effect​ ​on​ ​“Details”.

In the same time, data above is a good approvement that users are interested to read
more about the products and their details. This is a place where the brand can emphasize its
competitive advantages, for example, the used or unused (“​nickel free”) ​materials and explain
why​ ​the​ ​product​ ​price​ ​is​ ​so​ ​high,​ ​and​ ​convince​ ​user​ ​that​ ​it​ ​is​ ​worth​ ​buying​ ​a​ ​product​ ​like​ ​this.

That is why we suggest to ​improve the functionality of "More details" field by adding
a button "Read more" next to product description text next to product picture and linking
it with "Details" field ​- when user would click on “Read more” button he would be redirected to
the​ ​part​ ​of​ ​more​ ​details​ ​and​ ​could​ ​read​ ​not​ ​only​ ​bullet​ ​points​ ​but​ ​also​ ​inspiring​ ​stories.

2. According to Google Analytics data the average order quantity in period 01.07.2016 -
01.07.2017​ ​was​ ​1.02​ ​products.
 1.02
The​ ​Average​ ​Order​ ​Quantity:
(The​ ​average​ ​number​ ​of​ ​products​ ​sold​ ​by​ ​a
transaction)

The data in previous page approves that users poorly use the option to change the
quantity of the product. In the same time the field takes extra space and in place of that could be
written more important information. What's more, if the field would be deleted, the user could
finish​ ​the​ ​step​ ​“Add​ ​to​ ​bag”​ ​in​ ​less​ ​steps,​ ​so​ ​he​ ​would​ ​save​ ​the​ ​time​ ​to​ ​complete​ ​the​ ​order.

Thus we suggest to remove the quantity field from the product page and simplify
the​ ​form.

3. The qualitative data showed that some of the products who don't have a specific fit type,
like accessories and shoes, still have a field “Fit type - women” although it is clearly
understable​ ​by​ ​the​ ​website​ ​that​ ​all​ ​products​ ​are​ ​made​ ​for​ ​woman.

The field gives no important information to the user and takes extra space which could
be used for more relevant information. If the fit type field is placed for SEO reasons, the
keyword​ ​“women”​ ​can​ ​be​ ​included​ ​in​ ​the​ ​product​ ​description.

Because of that we suggest to ​delete the field of “Fit type” if the product has no
specific​ ​type​ ​and​ ​it​ ​is​ ​clearly​ ​understandable​ ​to​ ​whom​ ​the​ ​product​ ​is​ ​made​ ​for.

Another detail the research showed was that the fit type names could be offensive to
women​ ​who​ ​buys​ ​petite​ ​size​ ​or​ ​plus​ ​size,​ ​because​ ​for​ ​now​ ​it​ ​sounds​ ​like​ ​they​ ​are​ ​not​ ​women.

Thus we suggest to ​rephrase the fit types and, for example, use “​regular” ​instead of
“​women”,​ ​so​ ​all​ ​the​ ​woman​ ​would​ ​feel​ ​equal.
 4. The Google Analytics data informs that in period 01.07.2016 - 01.07.2017 the button
“Add a free gift box” was clicked 3951 time which from of all the events completed in the
product​ ​page​ ​is​ ​only​ ​0.2%.

As can be understood from the data above, the option to order a free gift box is poorly
used. What's more, when user clicked on the button no notification appeared, so many users
clicked on the button more than one time to see difference and that means the the number of
users​ ​who​ ​actually​ ​ordered​ ​the​ ​gift​ ​box​ ​is​ ​even​ ​lower.

Alhought the gift box is a nice gesture how to show to the customer that the brand
appreciates him and would like to reward him, functionality takes more space in the product
page​ ​than​ ​is​ ​used​ ​for​ ​this​ ​purpose.

That is why we suggest to ​remove "Add Free Gift Box" choice from Product page
and​ ​insert​ ​the​ ​function​ ​in​ ​the​ ​checkout​ ​page.

5.4.3​​ ​Outfit​ ​product​ ​page

We  have  identified  the  following  hypothesis  to  be  implemented  or  tested  for  Outfit 
product​ ​page: 

A/B​ ​tests​ ​not​ ​needed:

1. Add alternative pictures with products included in the outfit, so the user can view details
not​ ​only​ ​of​ ​the​ ​style​ ​photography,​ ​but​ ​also​ ​of​ ​every​ ​included​ ​product.

2. Change the colour of the product in the small picture according to the colour chosen by
the​ ​customer.

3. When the user has added the product to the cart, change the text “Add to outfit” to
“Remove​ ​from​ ​the​ ​outfit”.

4. Change​ ​the​ ​text​ ​“3​ ​items​ ​in​ ​the​ ​look”​ ​to​ ​“Select​ ​from​ ​3​ ​items​ ​in​ ​this​ ​look”.​ ​x

5. Add the button “Add to wishlist” after every product which is in the part “You may also
add”.

6. Offer a personalized outfit look for user based on his previously viewed or bought
products. The outfit can appear as the pop-up window in page /women-outfits.html. or as
a​ ​new​ ​picture​ ​next​ ​to​ ​other​ ​outfits.
 7. Create an email campaign with products from the outfit pages based on which outfit
pages he viewed and from which outfits he bought something. Also, other outfits can be
sent​ ​to​ ​him.

A/B​ ​tests:

1. Highlight​ ​the​ ​added​ ​product​ ​to​ ​cart,​ ​for​ ​example,​ ​by​ ​adding​ ​a​ ​frame​ ​around​ ​it.

2. Add the quick view button on or below a small product picture, so the user could read
more​ ​about​ ​the​ ​product​ ​in​ ​the​ ​same​ ​page.

3. Create​ ​a​ ​discount​ ​or​ ​a​ ​gift​ ​offer​ ​for​ ​the​ ​users​ ​who​ ​orders​ ​all​ ​items​ ​from​ ​one​ ​outfit.

4. Make a pop-up window which will appear when the user will be on the cart page. It
should be called as "Complete the look" and include all other products from the
previously​ ​viewed​ ​outfit​ ​product​ ​page.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. According to Google Analytics data in period from 20.07.2017 (when the /OufitPage was
created) till 01.08.2017 4.11% of all the page views after the outfit page was made in the
product​ ​page.

TOP​ ​5​ ​Next​ ​pages​ ​after​ ​the​ ​Outfit​ ​page

During the heuristic research the team found that if the user wants to see detailed
pictures of the products included in the outfit, he can click on the small product picture and he
will be redirected to the product page. This explains why the product page is the second most
visited​ ​next​ ​page​ ​after​ ​the​ ​product​ ​page.
 The main purpose of the outfit product page is to inspire the user by showing to him an
examples of how the products might be combined and how the woman who wears the product
looks confident and successful. If the user will feel inspired, he will have a wish to buy at least
one product from the outfit and in many situations more than one product from the outfit. The
last way how the user will get confirmation that he truly needs the products will be detailed
product pictures. On the website the last action might be disturbed because the user will be
directed to separate product pages and in when viewing only one product he can rethink or
forget​ ​his​ ​choice​ ​about​ ​buying​ ​a​ ​set​ ​of​ ​clothes.

To keep the user on one page and allow him to see all the product details on one page
we suggest to ​add alternative pictures with products included in the outfit, so the user can
view​ ​details​ ​not​ ​only​ ​of​ ​the​ ​style​ ​photography​ ​but​ ​also​ ​of​ ​every​ ​included​ ​product.

Another suggestion which would help to reduce the number of users who visit the
product page after the outfit page is to ​add the quick view button on or next to a small
product picture, so the user could read more about the product in the same page. ​In the
quick view window the user could see the product details and read a description of the details.
That​ ​is​ ​why​ ​he​ ​wouldn't​ ​have​ ​a​ ​reason​ ​the​ ​leave​ ​the​ ​outfit​ ​page.

2. The heatmap data showed the most clicked fields in the outfit product page are colour
option​ ​fields​ ​-​ ​7.59%​ ​of​ ​all​ ​the​ ​clicks​ ​made​ ​in​ ​the​ ​page.

The​ ​heatmap​ ​data

In the heuristic research we found that when the user changes the colour, the picture is
not changing. This might confuse the user and create a feeling that the website is broken. By
that​ ​the​ ​trust​ ​of​ ​the​ ​user​ ​will​ ​be​ ​lost​ ​and​ ​he​ ​will​ ​not​ ​make​ ​a​ ​purchase.

To increase the trust level from the user we suggest to ​change the colour of the
product​ ​in​ ​the​ ​small​ ​picture​ ​according​ ​to​ ​the​ ​colour​ ​chosen​ ​by​ ​the​ ​customer.

3. The copy of the outfit page is not helping the user to understand without a thinking
what actions he should do to complete the task he wants: when the user marks the option to
add the product to the cart no explanation is given to him of what to do if he wants to remove
the​ ​product​ ​from​ ​the​ ​cart.
 Because of that we suggest to ​change the text “Add to outfit” to “Remove from the
outfit”​ ​when​ ​the​ ​user​ ​has​ ​added​ ​the​ ​product​ ​to​ ​the​ ​cart.

What relates to copywrite, the team noticed that the tagline of the outfit page does not
include any call to action despite the fact that if it is one of the first things the user reads in the
page.​ ​That​ ​is​ ​why​ ​it​ ​would​ ​be​ ​recommended​ ​to​ ​add​ ​a​ ​motivational​ ​phrase​ ​in​ ​the​ ​title.

This could be done by ​changing the text “3 items in the look” to “Select from 3
items​ ​in​ ​this​ ​look”.

4. ​Although event "Add to favourites" out of all the product page events was completed
only 1.6%, users should see an option to add the product to wishlist in case if they don't want to
buy​ ​product​ ​now​ ​but​ ​might​ ​buy​ ​it​ ​later.

The same as in the product page, in the outfit page the user should have an option to
add the product to a wishlist if he is not ready to buy the product at the moment, but he might be
interested to buy it later. Apart from the product page when the user can see only one product,
in the outfit page the option should be provided for the products which the user will not decide to
add to the cart. To save the interest of the user and motivate him to think about the product/s ,
an​ ​option​ ​to​ ​add​ ​the​ ​product​ ​to​ ​a​ ​wishlist​ ​could​ ​be​ ​a​ ​good​ ​trigger.

That is why we suggest to ​add the button “Add to wishlist” after every product
which​ ​will​ ​be​ ​found​ ​in​ ​the​ ​part​ ​“You​ ​may​ ​also​ ​add”.

5. The heuristic research proved that the outfit page is not having enough triggers which
would​ ​motivate​ ​users​ ​to​ ​purchase​ ​all​ ​items​ ​from​ ​one​ ​outfit.

Firstly, the research team discovered that if the user is buying the whole outfit he is not
receiving any reward for it. If the user would see a notification that when he is buying a whole
set of clothes, he might have a discount, the possibility that he would add the products to the
cart​ ​would​ ​increase.

Thus we suggest to ​create a discount or a gift for the users who order all items
from​ ​one​ ​outfit.

Secondly, the if the user has added one product from the outfit page, no reminder is
showed to him with a message that he could complete the outfit with other products from the
same look. As mentioned before, the user should see triggers to do some action and one of the
triggers could be a reminder. If the information placed in the pop-up window will inspire the user
to​ ​think​ ​about​ ​the​ ​option,​ ​he​ ​might​ ​add​ ​other​ ​products​ ​of​ ​the​ ​outfit​ ​to​ ​the​ ​cart​ ​too.
 To give more triggers for the user, so he would add more products to the cart we
suggest to ​make a pop-up window which will appear when the user will be on the cart
page. It should be called as "Complete the look" and include all other products from the
previously​ ​viewed​ ​outfit​ ​product​ ​page.

Thirdly, the outfit page is missing any personalized elements which would be created
based on the previous user actions. ​Everyone likes to feel special and nothing makes person to
feel more special than an idea that someone has made something special for him. The positive
emotions​ ​are​ ​like​ ​a​ ​trigger​ ​to​ ​do​ ​the​ ​offered​ ​action.

So the user would feel like he means something to the brand and because of the
positive​ ​emotions​ ​would​ ​finish​ ​the​ ​purchase,​ ​we​ ​suggest​ ​two​ ​options:

● Offer a personalized outfit look for user based on his previously viewed or
bought products. The outfit can appear as the pop-up window in page
/outfits.html.​ ​or​ ​as​ ​a​ ​new​ ​picture​ ​next​ ​to​ ​other​ ​outfits.

● Create an email campaign with products from the outfit pages based on
which outfit pages he viewed and from which outfits he bought something.
Also,​ ​other​ ​outfit​ ​pictures​ ​can​ ​be​ ​sent​ ​to​ ​him.

6. The heuristic research relieved that some elements of the outfit page might interrupt
an​ ​intuitive​ ​user​ ​journey​ ​through​ ​the​ ​page​ ​and​ ​create​ ​a​ ​stress.

For example, when the user adds product to the cart, the only thing which reminds of
that is the marked field “Add to bag”. In the same time, the field is enough far from the product
details and the user should put extra efforts to notice the mark. When the user needs to think
about what he has added to the cart he can't go through the page intuitively and because of that
he​ ​might​ ​start​ ​to​ ​rethink​ ​if​ ​he​ ​has​ ​made​ ​the​ ​correct​ ​choice​ ​and​ ​if​ ​he​ ​really​ ​needs​ ​the​ ​item.

So the user could see by a glance what products he has added to the cart we suggest to
highlight​ ​the​ ​added​ ​product​ ​to​ ​cart,​ ​for​ ​example,​ ​by​ ​adding​ ​a​ ​frame​ ​around​ ​it.
5.4.4​​ ​Size​ ​Guide

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​size 
guide: 

A/B​ ​tests​ ​not​ ​needed:

1. In​ ​all​ ​devices​ ​open​ ​the​ ​size​ ​guide​ ​as​ ​the​ ​pop-up​ ​window.

2. Improve​ ​the​ ​exit​ ​function​ ​of​ ​tablet​ ​devices.

3. Implement​ ​“Go​ ​back​ ​to​ ​shopping”​ ​or​ ​“Go​ ​back​ ​to​ ​product”​ ​button.

4. Align​ ​the​ ​names​ ​of​ ​categories,​ ​so​ ​they​ ​would​ ​look​ ​the​ ​same.

5. Improve the size guide, so when the user opens it he would see exact the same
category​ ​as​ ​he​ ​previously​ ​viewed.

6. Add more detailed explanation of how the special sizes will be different from standard
(women)​ ​size.

7. Adjust the size guide to more interactive version - where the user needs to enter his
height​ ​and​ ​weight,​ ​adjust​ ​his​ ​shape​ ​and​ ​add​ ​age.

8. Add​ ​the​ ​functionality​ ​to​ ​view​ ​the​ ​size​ ​parameters​ ​in​ ​centimeters​ ​too.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. In the heuristic analysis we found that in the desktop devices the size guide opens as
the pop-up window while on the tablet on mobile devices it opens as a new tab. What's
more, the implemented closing function for size guide in tablet and devices is not
working​ ​correctly

If the user will go to other page the possibility that he might not come back and by that
not finish the purchase increases a lot - the user might find other triggers which would seem
more​ ​interesting​ ​to​ ​him.

What's more, if the functionality of any part of the website is broken, the user might lost
his​ ​trust​ ​to​ ​it​ ​and​ ​will​ ​not​ ​want​ ​to​ ​share​ ​the​ ​data​ ​and​ ​purchase​ ​something.
 To avoid that we suggest ​to fix the size guide, so on all devices it would open as the
pop-up​ ​window,​ ​and​ ​fix​ ​the​ ​closing​ ​functionality​ ​on​ ​the​ ​tablet​ ​devices.

2. The heuristic research also showed that when the user opens a size guide it
automatically opens in an apparel part even if the user viewed any other category
product.

As concluded before, one of the most important things in ecommerce store is to allow
the user reach the aim or purchase without extra steps, so the user would feel comfortable and
could do everything fast. In this case, the user needs to add extra effort to view the size guide
for wished product and that might increase to possibility that user will be distracted by other
elements​ ​and​ ​will​ ​leave​ ​the​ ​website.

That is why we suggest to ​improve the size guide, so when the user opens it he
would​ ​see​ ​exact​ ​the​ ​same​ ​category​ ​as​ ​he​ ​previously​ ​viewed.

Another way how to make sure that the user could find an easy way back to the product
page​ ​is​ ​to​ ​i​mplement​ ​“Go​ ​back​ ​to​ ​shopping”​ ​or​ ​“Go​ ​back​ ​to​ ​product”​ ​button.

3. From the perspective of design, all the names of all categories are not aligned. That
might​ ​create​ ​a​ ​feeling​ ​that​ ​the​ ​page​ ​is​ ​undone​ ​and​ ​the​ ​user​ ​will​ ​feel​ ​frustrated.

Because​ ​of​ ​that​ ​we​ ​suggest​ ​to​ ​align​ ​the​ ​categories​ ​in​ ​the​ ​same​ ​line​ ​if​ ​possible.

4. When the research team wrote to a customer service support about the differences
between the standard and petite size, we found out that petite size trousers is by 2
inches shorter than the standard. Another customer specialist wrote that the petite size
 clothes are suggested for customer till 5'4 feet while standard for those who are taller
than​ ​5'4​ ​feet.​ ​In​ ​the​ ​size​ ​guide​ ​can't​ ​be​ ​find​ ​any​ ​information​ ​about​ ​the​ ​length.

Answer​ ​from​ ​Customer​ ​Service​ ​1

Answer​ ​from​ ​Customer​ ​Service​ ​2

Thus we suggest to ​add more detailed explanation of how the special sizes will be
different​ ​from​ ​standard​ ​(women)​ ​size.

5. The analysis of trend in apparel industry showed that fashion brands have implemented
more interactive version of the size guide than the standard table. By that the user has a
feeling​ ​that​ ​he​ ​is​ ​playing​ ​with​ ​a​ ​system,​ ​so​ ​he​ ​will​ ​be​ ​more​ ​interested​ ​to​ ​finish​ ​the​ ​step.

In the next page you can see an example from the HUGO BOSS website. In the first
step the user needs to enter his height and weight and choose if likes clothes tighter or looser.
In the second step he needs to choose the belly and hip shape. In the third step the user might
write his age or skip the step and the last one for woman is the data of their bra size. Any of the
steps can be skipped if the user don't want to share the data. In the last window the user will
see statistics of how many women with similar size have ordered the product didn't return it. The
method​ ​might​ ​seem​ ​interesting​ ​for​ ​the​ ​user​ ​because​ ​he​ ​can​ ​play​ ​with​ ​chart​ ​not​ ​only​ ​read​ ​it.

1.​ ​What's​ ​your​ ​measurements? 2.​ ​What's​ ​your​ ​belly​ ​shape?

 3.​ ​Your​ ​size​ ​is:

Hence we suggest to ​adjust the size guide to more interactive version - where the
user​ ​needs​ ​to​ ​enter​ ​his​ ​height​ ​and​ ​weight,​ ​adjust​ ​his​ ​shape​ ​and​ ​add​ ​age.

6. The heuristic research approved that the size guide describes the product sizes only
in​ ​inches.

Even though the main market for your company is USA, according to Google Analytics
data the website is visited by users from other countries where the officially used metric system
is SI and that includes not inches but centimeters. In this case, the user would not be able to
understand the measurements and he would need to leave the page to check them in other
page.​ ​And​ ​because​ ​of​ ​that​ ​the​ ​might​ ​not​ ​finish​ ​the​ ​purchase.

Because of that we suggest to ​add the functionality to view the size parameters in
centimeters​ ​too​,​ ​which​ ​does​ ​not​ ​take​ ​a​ ​lot​ ​of​ ​time​ ​and​ ​resources​ ​to​ ​implement.

5.4.5​​ ​Quick​ ​Shop

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​Quick 
shop​ ​page: 

A/B​ ​tests​ ​not​ ​needed:

 1. Fix the quick shop, so the user would see particular product he chooses - if he clicks on
yellow​ ​blouse,​ ​a​ ​picture​ ​should​ ​show​ ​yellow​ ​blouse,​ ​but​ ​not​ ​a​ ​blouse​ ​in​ ​any​ ​other​ ​colour.

2. In​ ​the​ ​quick​ ​shop​ ​should​ ​be​ ​included​ ​information​ ​about​ ​shipping​ ​and​ ​return​ ​policy.

3. Adjust the quick shop functionality, so when the user in quick shop changes a fit type, he
would​ ​not​ ​be​ ​redirected​ ​from​ ​the​ ​quick​ ​shop.

A/B​ ​test:

1. Create a quick shop window with size swatch instead of dropdown, “Add to wishlist”
button,​ ​link​ ​to​ ​size​ ​chart​ ​and​ ​no​ ​quantity​ ​window.

2. Create a quick shop window which includes several clickable sections which can be
opened​ ​by​ ​accordion​ ​buttons.

3. Delete​ ​the​ ​quick​ ​shop​ ​option.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. The heuristics analyses showed that in some cases when the user wants to view the
specific product the system don't show the exact product colour. Below is given an
example when the user viewed yellow blouse but in the quick shop was shown a black
blouse.

When the user changed the colour and clicked in the field of yellow colour the picture
was​ ​correct.​ ​In​ ​the​ ​same​ ​time,​ ​this​ ​shouldn't​ ​take​ ​extra​ ​steps​ ​for​ ​customer.
 Because of previous finding we suggest to ​fix the quick shop, so the user would see
exact product he chooses - if he clicks on yellow blouse, the picture should show yellow
blouse,​ ​but​ ​not​ ​a​ ​blouse​ ​in​ ​any​ ​other​ ​colour.

2. In​ ​Quick​ ​Shop​ ​window​ ​is​ ​not​ ​given​ ​any​ ​information​ ​about​ ​the​ ​shipping​ ​and​ ​return​ ​policy.

One of the reasons why the users don't add the products to the cart is because they are
afraid that new and unexpected costs for shipping will be added. As company offers
complimentary ground shipping, the fact definitely should be mentioned in the quick shop.
Another reason is the fears that the product will not fit on them and they will not be able to give
the​ ​product​ ​back​ ​without​ ​losing​ ​money.

To reduce the fears of the users we suggest to ​add the information of shipping
and​ ​return​ ​policy​ ​in​ ​the​ ​quick​ ​shop​ ​page.

3. The heuristic research showed that when the user views the product in a quick shop and
switches​ ​the​ ​fit​ ​type,​ ​he​ ​is​ ​redirected​ ​to​ ​a​ ​product​ ​page.

Although the purpose of the quick shop is to allow the user fastly check the basic details
of the product including the photos and let him to add the product to the bag, the purpose can't
be achieved if the user needs to change the fit type. By this the basic function of the quick shop
is​ ​disabled.

To allow the user quickly view the product and add it to the cart regardless of his fit type
we suggest to ​fix the system, so when the user in quick shop changes a fit type, he would
not​ ​be​ ​redirected​ ​to​ ​another​ ​page.

4. Quick shop button in 2015/2016 and in 2016/2017 was poorly used - from all Category
page completed events the Quick shop events made only in 2.75% in 2015/2016 and
2.69% in 2016/2017. It also means that the users are using this option by 9% less than
before.
 Event Total​ ​Events Unique​ ​Events
Event​ ​Category Event​ ​Label
Action 2015/2016 2016/2017 2015/2016 2016/2017
Quick​ ​Shop Quick​ ​Shop Click 2.45% 2.24% 2.31% 1.22%
Quick​ ​Shop Add​ ​to​ ​Bag Click 0.30% 0.25% 0.38% 0.20%
Total​ ​number​ ​of​ ​Category
events: 4​ ​952​ ​631 4​ ​048​ ​331 1​ ​825​ ​144 2​ ​426​ ​262

Because of the low activity of the users the competitors analysis was made. Below is
created a list with the competitors described as their competitors and given the information if
they​ ​offer​ ​the​ ​quick​ ​view.

To​ ​view​ ​the​ ​print​ ​screens​ ​of​ ​the​ ​quick​ ​shops​ ​of​ ​competitors,​ ​please,​ ​visit​ ​the​ ​Appendix.

Competitors​ ​with​​ ​the​ ​Quick​ ​view:

Competitors​ ​without​​ ​the​ ​Quick​ ​view:

The​ ​main​ ​conclusions​ ​from​ ​the​ ​competitor​ ​analyses​ ​was​ ​that:

- Out of 15 competitors 7 have a quick view and 8 of them don't. What's more, the more
luxury​ ​brand​ ​the​ ​bigger​ ​option​ ​that​ ​it​ ​will​ ​not​ ​provide​ ​the​ ​quick​ ​view​ ​opportunity.

- From those who have a quick view, all have included an option to view the size chart
directly​ ​from​ ​page.​ ​Your​ ​website​ ​does​ ​not​ ​provide​ ​this​ ​option.

- Hugo Boss, Talbots and JCrew allows the users to add the product in wishlist. Your
website​ ​does​ ​not​ ​provide​ ​this​ ​option.

- Eileen Fisher, JCrew and Theory has included section “Details” which by the first look is
closed​ ​by​ ​accordion​ ​button.​ ​Your​ ​website​ ​does​ ​not​ ​have​ ​it.

- Hugo​ ​Boss​ ​and​ ​Theory​ ​don't​ ​have​ ​a​ ​quantity​ ​field​ ​while​ ​your​ ​website​ ​has​ ​it.

- Eileen Fisher, JCrew, Talbots, Theory and Vince use swatch size functionality instead of
dropdown​ ​as​ ​your​ ​website​ ​uses.

Thus we suggest to create three tests and compare the user activity. ​In the first test
should be implemented size swatch, added “Add to wishlist” button, link to a size chart
and the quantity field should be deleted. In the second test should be included a section
with accordion button, so the user could read more about the product details. In the third
test​ ​the​ ​quick​ ​view​ ​option​ ​should​ ​be​ ​deleted.
5.5​​ ​The​ ​Shopping​ ​Cart

5.5.1​ ​Cart​ ​dropdown

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​cart 
dropdown: 
 
A/B​ ​tests​ ​not​ ​needed:
1. Cart​ ​dropdown
Fix​ ​the​ ​functionality​ ​to​ ​scroll​ ​the​ ​cart​ ​pop-up​ ​window​ ​on​ ​mobile​ ​devices.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. The heuristic research showed and user session recordings proved that the when the
user see the cart dropdown on a mobile device and wants to scroll the screen, only the
backside​ ​of​ ​the​ ​screen​ ​scrolls​ ​but​ ​the​ ​cart​ ​window​ ​is​ ​not​ ​moving.

The​ ​link​ ​to​ ​user​ ​session​ ​recording:

Although​ ​the​ ​cart​ ​page​ ​includes​ ​only​ ​the​ ​added​ ​product​ ​and​ ​the​ ​main​ ​call​ ​to​ ​action
buttons​ ​are​ ​visible​ ​all​ ​the​ ​time,​ ​the​ ​user​ ​might​ ​feel​ ​distracted​ ​because​ ​he​ ​is​ ​making​ ​a​ ​move​ ​but
by​ ​the​ ​first​ ​glance​ ​nothing​ ​changes.​ ​When​ ​the​ ​user​ ​looks​ ​more​ ​carefully​ ​he​ ​notices​ ​that​ ​actually
the​ ​backside​ ​is​ ​moving​ ​and​ ​if​ ​this​ ​is​ ​the​ ​first​ ​experience​ ​with​ ​the​ ​website,​ ​the​ ​user​ ​might​ ​think
that​ ​something​ ​is​ ​not​ ​working​ ​correctly.

Because of that we suggest ​to fix ​the scroll functionality of the cart pop-up window
on​ ​the​ ​mobile​ ​devices.
5.5.2​​ ​Cart​ ​page

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​the​ ​cart 
page: 

A/B​ ​tests​ ​not​ ​needed:

1. Insert​ ​the​ ​“checkout”​ ​button​ ​also​ ​before​ ​the​ ​product​ ​list​ ​on​ ​the​ ​mobile​ ​devices.

2. Add​ ​less​ ​information​ ​of​ ​the​ ​product,​ ​for​ ​example,​ ​without​ ​style​ ​number.

3. Make​ ​the​ ​promo​ ​code​ ​notifications​ ​shorter​ ​and​ ​place​ ​it​ ​next​ ​to​ ​the​ ​promo​ ​code​ ​field.

4. Allow the users to close the promo code notifications whenever they want or make them
disappear​ ​as​ ​soon​ ​as​ ​the​ ​user​ ​has​ ​made​ ​some​ ​move​ ​in​ ​the​ ​page.

5. Link the “Continue shopping” button on mobile devices with the page “New Arrivals” as it
is​ ​on​ ​the​ ​desktop​ ​and​ ​tablet​ ​devices.

6. On mobile devices place “Continue shopping” button after the product list as it is on the
desktop​ ​and​ ​tablet​ ​devices.

7. Next to the quantity field add signs “+” and “-”, so the user shouldn't enter the quantity
manually.​ ​If​ ​the​ ​product​ ​has​ ​added​ ​1​ ​product​ ​“-”​ ​shouldn't​ ​be​ ​visible.

8. Add​ ​ajax​ ​update​ ​functionality​ ​and​ ​delete​ ​the​ ​button​ ​“Update​ ​bag”.

9. Implement a functionality so the user could edit product details directly in the shopping
cart​ ​instead​ ​of​ ​sending​ ​him​ ​back​ ​to​ ​product​ ​page.

10. On​ ​the​ ​desktop​ ​devices​ ​place​ ​the​ ​button​ ​“Remove”​ ​in​ ​the​ ​last​ ​column​ ​after​ ​the​ ​“Price”.

11. Create​ ​different​ ​colours​ ​for​ ​sales​ ​price​ ​and​ ​notifications.

12. Fix the picture functionality - it should show exact product and its characteristics the user
added​ ​to​ ​the​ ​cart.

A/B​ ​tests:
1. Implement a clickable tagline “Have a promo code? Click here!”. When the user will click
on​ ​it,​ ​a​ ​field​ ​where​ ​he​ ​can​ ​add​ ​a​ ​code​ ​will​ ​be​ ​visible.
 2. Group the products according to the type of notification - 1.The product will be
backordered.​ ​2.​ ​The​ ​item​ ​is​ ​in​ ​final​ ​clearance​ ​and​ ​not​ ​eligible​ ​for​ ​returns​ ​or​ ​exchanges.

3. Implement the functionality to move products from Cart to Wishlist and vice-versa by
adding​ ​in​ ​the​ ​cart​ ​page​ ​three​ ​buttons:​ ​Edit,​ ​Remove​ ​and​ ​Add​ ​to​ ​wishlist.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. The heuristic research revealed that if the user has added to the cart more than 3
different products (when using the desktop device with screen size 1440 x 900, tablet
device Apple iPad Air, mobile device Apple iPhone 6S) he needs to scroll the cart page
to​ ​see​ ​the​ ​“checkout”​ ​button.

Cart​ ​page​ ​on​ ​desktop​ ​device​ ​with​ ​screen​ ​size​ ​1440​ ​x​ ​900
Cart​ ​page​ ​on​ ​tablet​ ​device​ ​with​ ​Apple​ ​iPad

Cart​ ​page​ ​on​ ​mobile​ ​device​ ​with​ ​Apple​ ​iPhone

As the user needs to spend more time to get further, he have more time to rethink his
choices and also he might get frustrated by the extra work. What's more, as seen on session
recordings many users who don't have an account use the cart page as wishlist, so to order
products they really like they don't see no trigger for instant action because the main call to
action​ ​button​ ​is​ ​far​ ​at​ ​the​ ​bottom.
 To understand how the competitors are dealing with the issue we found an example of
Tommy Hilfiger which includes two “Checkout” buttons in the cart page - one at the top of the
page​ ​and​ ​other​ ​at​ ​the​ ​end​ ​of​ ​product​ ​list.​ ​Please,​ ​view​ ​an​ ​example​ ​below.

Tommy​ ​Hilfiger​ ​checkout​ ​page​ ​on​ ​desktop​ ​device​ ​with​ ​screen​ ​size​ ​1440​ ​x​ ​900

To save the time of the users and create an instant trigger we suggest to insert the
“checkout”​ ​button​ ​also​ ​before​ ​the​ ​product​ ​list​ ​on​ ​all​ ​devices.

2. The product description in cart page takes 4-5 rows on desktop and on tablet devices
and 6 rows on mobile devices. If the product has some extra information, for example, it
is​ ​backordered,​ ​the​ ​description​ ​might​ ​take​ ​up​ ​to​ ​9​ ​rows​ ​on​ ​the​ ​mobile​ ​devices.

Because of the big amount of rows the main call to action button “Checkout” can't be
visible by the first glance and the user needs to scroll the page. When looking for a solution we
did a research of competitors and we found a good example of COS stores - they have
combined few fields and don't write name of each field, because it is easy to understand what is
meant by that information, for example, in one row is written the colour and size. Please, view
the​ ​example​ ​below​ ​where​ ​is​ ​given​ ​the​ ​basic​ ​information​ ​and​ ​the​ ​call​ ​to​ ​action​ ​button​ ​is​ ​visible.
 COS​ ​Stores​ ​cart​ ​page​ ​example​ ​on​ ​the​ ​mobile​ ​device​ ​with​ ​screen​ ​size​ ​320​ ​x​ ​568

Hence we suggest to ​add less information of the product, for example, without style
number​,​ ​so​ ​the​ ​user​ ​could​ ​see​ ​the​ ​most​ ​important​ ​button​ ​all​ ​the​ ​time.

3. The heatmap data shows that 0.89% of the clicks in the cart page were made in the
promo code field. Also, the user tests proved that as the promo code field looks so outstanding,
the​ ​users​ ​start​ ​to​ ​look​ ​for​ ​promo​ ​code​ ​around​ ​the​ ​web.

The​ ​heatmap​ ​data​ ​of​ ​the​ ​promo​ ​code​ ​field:

A​ ​transcript​ ​of​ ​the​ ​user​ ​test:

“​Prominent Promo code makes to think that there are those a lot out there. Quickly did
googling,​ ​did​ ​not​ ​find​ ​anything.”
 The promo codes always have been a big trigger for the users - many ecommerce stores
use them as the trigger for the user to finish the order. In the same time, the stores who provide
this option and make the promo code fields so visible, make sure that the user don't leave the
website, for example, some of the stores even add the link to a code, otherwise there is a huge
possibility that the user will start to look for the code in other websites, will find a better offer and
forget​ ​about​ ​the​ ​wish​ ​to​ ​buy​ ​something​ ​from​ ​the​ ​first​ ​visited​ ​website.

In case of your website, the Google Analytics data describes that the sales page was
the third most visited website in period from 01.07.2016 to 01.07.2017 and 2.1% of all the
pageviews were made in sales page. Also, user test results showed that in many cases the first
page the user visits after the landing page is the sales page. This means that the users are
interested in discounted products and they will look for an option to get the product by less
expenses. So a huge promo code will be the first call to action for the users even if you don't
want​ ​it​ ​to​ ​be​ ​like​ ​that.

To avoid that we suggest to ​create a test and implement a clickable tagline “Have a
promo code? Click here!”. When the user will click on it, a field where he can add a code
will​ ​be​ ​visible.

4.​ ​The​ ​heuristic​ ​research​ ​indicated​ ​few​ ​other​ ​problems​ ​with​ ​the​ ​promo​ ​code​ ​field.

● When the user enters invalid promo code a red notification appears at the header
of the page. The text is very long, written in small font and takes a lot of space.
As seen in the example below, on mobile devices it takes 5 rows and on desktop
device with a screen size 1440 x 900 3 rows in total and 1 row is as wide as the
screen.

Promo​ ​code​ ​notification​ ​on​ ​the​ ​desktop​ ​device​ ​with​ ​screen​ ​size​ ​1440​ ​x​ ​900
 Promo​ ​code​ ​notification​ ​on​ ​the​ ​mobile​ ​device​ ​with​ ​screen​ ​size​ ​320​ ​x​ ​568

As mentioned before, the text is difficult to read because it takes a lot of space and is
written in a small font. The users are lazy and they don't want to spend a lot of time on the
website, so there is a possibility that the user will ignore the text. What's more, in the text are lot
of extra information which the user might understand by himself - there are listed all the options
why​ ​the​ ​code​ ​is​ ​not​ ​valid.

Thus we suggest to ​make the promo code notifications shorter and place it next to
the​ ​promo​ ​code​ ​field.

● If the user re-enters the promo code after he has seen the notification of the
wrong​ ​code,​ ​the​ ​notification​ ​is​ ​still​ ​visible.

As this might distract the users we suggest to ​allow the users to close the promo
code notifications whenever they want or make them disappear as soon as the user has
made​ ​some​ ​move​ ​in​ ​the​ ​page.

5. By Google Analytics page navigation data is seen that third most visited next page from
desktop device (2.66% of all pageviews) and tablet devices (4.42%) is “New Arrivals”. In
the same time, the page for mobile devices makes only 1.24% of all pageviews and is
the​ ​8th​ ​most​ ​viewed​ ​page.
 When looking for the reasons why the data differs between the devices this much, the
team found that from the desktop and tablet devices the users might get to the “New Arrivals”
page if they click on the button “Continue shopping” which on the cart page is placed after the
product listing, while if the user clicks on the same button on the mobile device, he is directed to
the homepage. What's more, the button is placed not after the product list as other devices but
before​ ​all​ ​the​ ​products.

It is common practise that the user view the website from many devices and they expect
to achieve the aim of visit in all devices in the same way. If they will not be able to do that, they
might get confused and could start to make unnecessary movements which will divert them
away​ ​from​ ​the​ ​aim.

To not create a confusion in the users we suggest to ​link the “Continue shopping”
button on mobile devices with the page “New Arrivals” as it is on the desktop and tablet
devices and place “Continue shopping” button after the product list as it is on the
desktop​ ​and​ ​tablet​ ​devices.

6. The heatmap data proves that the users are doing a lot of edits in the cart page -
averagely 1.09% of clicks are made when clicked on the product page, 1.4% - on “Edit”
button”, 2.31% on “Remove” button, 1.02% - on quantity field, 1.96% - on “Update bag”.
To​ ​compare​ ​the​ ​clicks​ ​on​ ​“checkout”​ ​button​ ​are​ ​5.69%.

The​ ​Heatmap​ ​data​ ​of​ ​the​ ​cart​ ​page​ ​activity

(%​ ​of​ ​all​ ​the​ ​clicks​ ​made​ ​in​ ​the​ ​page)

Desktop Tablet Mobile

Product​ ​picture 2.18% 0.47% 0.63%

Quantity 1.20% 0.21% 1.64%

Edit 0.51% 1.44% 2.26%

Remove 2.59% 2.05% 2.28%

Update​ ​bag 1.85% 2.15% 1.89%

Heatmap​ ​data​ ​on​ ​desktop​ ​device

Heatmap​ ​data​ ​on​ ​tablet​ ​device

Heatmap​ ​data​ ​on​ ​mobile​ ​device

This means that the cart page is as important as the product page and the checkout
page, so the user should feel comfortable in it and everything should be done intuitively.
Unfortunately,​ ​the​ ​heuristic​ ​research​ ​showed​ ​that​ ​some​ ​of​ ​the​ ​details​ ​could​ ​be​ ​improved.

Firstly, if the user wants to change the quantity, he needs to enter it manually and to
confirm it press the button “Update bag”. Although these are small steps, they still take some
time​ ​to​ ​complete,​ ​especially​ ​the​ ​“Update​ ​bag”​ ​button.
 To save the time and patience of the user we suggest to ​add the signs “+” and “-”
next to the quantity field, ​so the user shouldn't enter the quantity manually. If the user has
added one product the “-” shouldn't be visible. To make the the editing process more
comfortable an ​ajax update functionality ​should be ​inserted but the button “Update bag”
deleted.

Secondly, if the user wants to edit the product details, he needs to go back to the
product page. This again is an extra step and leads the user step back or away from the goal to
finish​ ​the​ ​purchase​ ​of​ ​the​ ​product.

To keep the user on the track we suggest to ​implement a functionality so user can
edit the product details directly in shopping cart, instead of sending him back to product
page. This could be done by adding drop-down windows, where the user could change the
sizes,​ ​colours​ ​and​ ​fit​ ​types​ ​if​ ​necessary.

Thirdly, on the desktop devices the button “Remove” is very close to product description
and that is why all the users see it. As only a small percentage of the users are truly confident
that​ ​they​ ​want​ ​the​ ​product,​ ​the​ ​button​ ​can​ ​create​ ​doubts​ ​in​ ​the​ ​user​ ​and​ ​he​ ​might​ ​press​ ​it.

Because of that we suggest on the desktop devices to ​place the button “Remove” in
the​ ​last​ ​column​ ​after​ ​the​ ​“Price”.

7. In the cart page, the products are placed according to the adding time - at the top will be
placed products which the user added as the first and the at the bottom will be visible the
last added products. In the order or listed product is no correlation between the product
and the comment it might have - ​1.The product will be backordered. 2. The item is in
final​ ​clearance​ ​and​ ​not​ ​eligible​ ​for​ ​returns​ ​or​ ​exchanges.

So the user shouldn't read repeatedly and focus un details, we suggest ​group the
products​ ​according​ ​to​ ​the​ ​type​ ​of​ ​notification:

1. The​ ​product​ ​will​ ​be​ ​backordered.

 2. The item is in final clearance and not eligible for returns or
exchanges.

8. Heuristic research showed that there is no relation between the wish list dropdown and
the cart - when the user opens a wishlist dropdown window, he sees two option - to
remove the product from list or view the whole list of favourite products. There is missing
an​ ​option​ ​to​ ​add​ ​a​ ​product​ ​to​ ​the​ ​cart.

The shortcut button of “Wishlist” is placed in the header, so the user could reach it from
any point of website. The user has created a list with products he is interested to purchase or
at least to compare and later choose which ones to buy. After the user has made his list he
should be able to click on the icon and add the best products to the cart. As seen from the
picture above, for now the user can only remove the product from the wishlist, so the main
function​ ​of​ ​wishlist​ ​is​ ​not​ ​offered.

To shorten the user journey through a website we suggest to ​insert a button “add to
bag” in wishlist dropdown window next to every product in the same line as “remove”.
On​ ​the​ ​left​ ​side​ ​should​ ​be​ ​“Add​ ​to​ ​bag”​ ​and​ ​on​ ​the​ ​right​ ​“Remove”.

9. The user tests approved that in some cases when the user adds the product to the cart
in​ ​specific​ ​colour,​ ​in​ ​the​ ​cart​ ​the​ ​product​ ​is​ ​shown​ ​in​ ​different​ ​colour.
 In the example below is seen that although the user added to the cart an aqua blue
blouse, in the cart dropdown the picture includes a black blouse. This might be very confusing
for the user because he might think that he hasn't done something correctly, so he will feel
nervous and the good shopping experience might be gone. Even worse, if the user sees this
picture in the cart page - he will edit the product and when nothing will changes he might leave
the​ ​product​ ​unpurchased.

Because of that we suggest to ​adjust the picture functionality and show exact
product​ ​and​ ​its​ ​characteristics​ ​as​ ​the​ ​user​ ​added​ ​to​ ​the​ ​cart.

10. From the the user session recordings we found that the sales price and the notifications
are in red colour. If the user has added some sales products and most of them have
comments the user might feel worried and confused that he has made some mistake or
all​ ​what​ ​he​ ​wants​ ​might​ ​have​ ​some​ ​problems.

Below are given examples of how the screen with previously described situation
might​ ​look​ ​on​ ​mobile​ ​and​ ​desktop​ ​devices.
 The​ ​cart​ ​page​ ​on​ ​mobile​ ​device

The​ ​cart​ ​page​ ​on​ ​desktop​ ​device

To reduce the distraction and stress of the user we suggest to ​create different colours
for​ ​sales​ ​price​ ​and/or​ ​notifications.
The​ ​full​ ​data​ ​can​ ​be​ ​viewed​ ​in​ ​the​ ​table​ ​43​ ​-​ ​45​ ​in​ ​the​ ​Appendix.

5.6​​ ​Checkout

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​the​ ​cart 
page: 

A/B​ ​tests​ ​not​ ​needed:

 1. Allow the users to use "tab" key to move from field "city" to "state" - when user presses
the​ ​button,​ ​dropdown​ ​should​ ​open​ ​automatically.

2. Add a notification about the password requirements when a new user wants to become
a​ ​registered​ ​user​ ​in​ ​checkout.

3. Give a small explanation why the system wants to collect the sensitive data of the user -
phone​ ​number​ ​and​ ​email​ ​address.

4. On mobile devices add an informative text with explanation that the next steps of
checkout​ ​can​ ​be​ ​opened​ ​only​ ​if​ ​the​ ​existing​ ​step​ ​is​ ​submitted.

5. Add​ ​the​ ​lock​ ​symbol​ ​before​ ​the​ ​name​ ​of​ ​the​ ​2nd​ ​step​ ​"Payment​ ​&​ ​Shipping".

6. Implement credit card type detection based on credit cards number, so that users do not
make​ ​mistakes.

7. In​ ​the​ ​credit​ ​card​ ​number​ ​field​ ​add​ ​a​ ​space​ ​when​ ​4​ ​numbers​ ​of​ ​credit​ ​card​ ​is​ ​entered.

8. Configure the "what is ccv" pop-up to always show in the middle of the screen (in terms
of​ ​height)​ ​on​ ​all​ ​devices.

A/B​ ​tests:
1. Show​ ​the​ ​user​ ​or​ ​e-mail​ ​or​ ​the​ ​password,​ ​or​ ​both​ ​of​ ​them​ ​are​ ​entered​ ​incorrectly.

2. In the checkout form place the fields "Registered users" and "Guest checkout" next to
each​ ​other​ ​not​ ​one​ ​after​ ​another.

3. Add (optional) for the Address field 2 pre-entered value "address line 2" so it's "address
line​ ​2​ ​(optional)".

4. Adjust the sequence of address fields to ask first for the Zip code and autofill the State
and​ ​City​ ​fields​ ​automatically​ ​when​ ​a​ ​valid​ ​ZIP​ ​code​ ​is​ ​entered.

5. Show any address field error notification without page load by rechecking the field
validity when user proceeds to the next step - the UPS notification of not recognises
address after the user has enter the address. For example, when he has clicked in the
field​ ​"phone".

6. Add clear 3 call-to-actions in UPS pop-up or get rid of it and use Address Autocomplete
instead.

7. Add​ ​a​ ​verification​ ​mark​ ​after​ ​every​ ​credit​ ​card​ ​field.

 8. Remove​ ​the​ ​promo​ ​code​ ​field​ ​from​ ​checkout​ ​form​ ​on​ ​all​ ​devices.

9. Insert​ ​a​ ​high​ ​quality​ ​product​ ​thumbnail​ ​image​ ​on​ ​mobile​ ​devices.

10. Change the structure of the checkout form - make it by separate three steps to allow
user​ ​to​ ​focus​ ​on​ ​one​ ​action​ ​per​ ​screen.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. According to Formisimo data averagely 66% of all the visitors who viewed the checkout
form​ ​left​ ​it​ ​and​ ​26%​ ​of​ ​all​ ​visitors​ ​even​ ​didn't​ ​start​ ​to​ ​fill​ ​it.*

2. The Formisimo data shows that 11% of corrections were made after the Login button
was pressed and according to Google Analytics data 6.06% of all the page views after
the​ ​checkout​ ​page​ ​is​ ​“Forgot​ ​a​ ​Password”​ ​page.

Previously described data proves that the user finds login fields complicated. It is
understable because every ecommerce store will offer an option to create an account and
receive a discount. That is why users have many accounts and not for all of them registration
information is the same. Because of that the user might feel distracted when he needs to enter
the​ ​data,​ ​but​ ​none​ ​of​ ​the​ ​versions​ ​is​ ​correct.

To improve the user experience while he is trying to log in we ​suggest to ​show the
user or e-mail or the password, or both of them are entered incorrectly. If the user enters
incorrect email, should appear notification “Sorry, we couldn't find an account with that login.
Can we help you recover the login?" If the user enters incorrect password - “Sorry, that
password isn't wright. We can help you recover your password." If both are incorrect - “Sorry,
the​ ​login​ ​and​ ​password​ ​isn't​ ​wright.​ ​If​ ​you​ ​forgot​ ​your​ ​password,​ ​please,​ ​reset​ ​it​ ​here."

The improvement will give a hint to user which details he should rethink and if he won't
be able to remember the correct version, he will always have an option to restore or the account
or password. The system will help to the user and that will make him more relaxed while doing
the​ ​checkout.

3. The user session recordings and usability tests showed that many guest users start to
enter the email and password in the fields for registered users even though they don't
have​ ​an​ ​account.

On all devices this is the first block the user sees in the checkout step and on mobile
devices it takes almost a half of the screen. What's more, on mobile devices password and
email fields are only fields where the user could write something in but if he wants to continue
the​ ​checkout​ ​as​ ​guest​ ​user,​ ​he​ ​needs​ ​to​ ​press​ ​the​ ​accordion​ ​button.

To not confuse guest users we suggest to ​place the fields "Registered users" and
"Guest​ ​checkout"​ ​next​ ​to​ ​each​ ​other​ ​not​ ​one​ ​after​ ​another.

4. The data of most corrected fields in the checkout page showed that user have problems
with​ ​Address​ ​fields​ ​-​ ​on​ ​all​ ​devices​ ​the​ ​Address​ ​Line​ ​2​ ​was​ ​corrected​ ​averagely​ ​in​ ​14%.

If the user sees two fields where to enter the address he starts to think which details
should be written in which field. As concluded before, the user shouldn't think while he is
shopping and none of the details should create a stress. The checkout is the last step of
shopping, if the user will feel distracted or will not understand question he might think that it is
better​ ​not​ ​to​ ​trust​ ​his​ ​data​ ​to​ ​not​ ​lose​ ​the​ ​money.

To reduce the distraction while entering the address information we suggest to add for
the​ ​Address​ ​field​ ​2​ ​pre-entered​ ​value​ ​"address​ ​line​ ​2"​ ​so​ ​it's​ ​"address​ ​line​ ​2​ ​(optional)".
 Also, in the research of address fields was wound that the State, City and ZIP code are
not automated and what's more - when the user uses “tab” key to move from the field “City” to
“State” which is a drop down window nothing happens, although previously the key worked.
Both​ ​functionalities​ ​would​ ​make​ ​the​ ​user​ ​journey​ ​through​ ​the​ ​checkout​ ​form​ ​faster.

Thus we ​suggest to adjust the sequence of address fields to ask first for the Zip
code and autofill the State and City fields automatically when a valid ZIP code is entered.
Also, ​allow users to use "tab" key to move from field "city" to "state" - when user presses
the​ ​button,​ ​dropdown​ ​should​ ​open​ ​automatically.​ ​Both​ ​of​ ​functionalities​ ​are​ ​easy​ ​to​ ​implement.

5. In the heuristic research was found that users are asked for sensitive data as a
telephone​ ​number​ ​but​ ​no​ ​explanation​ ​is​ ​given​ ​how​ ​it​ ​will​ ​be​ ​used.

The checkout step creates biggest stress for users because it is not only time consuming
but all the entered data might be used against him. To reduce the fears an explanation of why
the​ ​information​ ​is​ ​asked​ ​and​ ​how​ ​it​ ​will​ ​be​ ​used​ ​should​ ​be​ ​given.

In checkout form the user is asked to give his phone number and the field is obligatory.
Although the information will be used to deliver the product, some users might be afraid that the
brand will start to send disturbing messages about the best offers. The same situation is with
email - the user needs to write it, so he would receive order tracking details but as everyone is
used​ ​to​ ​receive​ ​many​ ​disturbing​ ​promotional​ ​emails,​ ​the​ ​user​ ​might​ ​not​ ​want​ ​to​ ​share​ ​the​ ​email.

To reduce the stress of users we suggest to ​give a small explanation why the system
wants​ ​to​ ​collect​ ​the​ ​sensitive​ ​data​ ​of​ ​the​ ​user​ ​-​ ​phone​ ​number​ ​and​ ​email​ ​address.

Also, an explanation of checkout form should be added on the mobile devices - when the
user opens the form he can't see all fields even when he clicks on the accordion buttons.
Because of that the user can't understand how much time it will take to finish the form and he
might decide to leave the form unfinished. If a short text in which would be explained that the
next step will be visible after the previous one will be finished, the user would wouldn't be so
worried.
 6. According to Formisimo data 9% of all corrections on the desktop devices were made in
field “Become a registered customer” and 8% of all corrections are made after submit
button has been pressed. One of the reasons why the user might make the corrections
because the user wanted to register as a new user and entered a password which didn't
match​ ​with​ ​password​ ​requirements.

When​ ​the​ ​user​ ​has​ ​clicked​ ​in​ ​field​ ​“Become​ ​a​ ​registered​ ​customer”:

When​ ​the​ ​user​ ​has​ ​pressed​ ​the​ ​“Submit”​ ​button:

As seen from the pictures above the only time when the user finds any requirements for
the password is after the conformation of the first step. If the user needs to repeat any of
previous actions he might have a feeling that extra efforts needs to be added to finish the task
and​ ​he​ ​might​ ​mark​ ​out​ ​the​ ​field​ ​of​ ​“Become​ ​registered​ ​customer”.

So more users would finish the registration we suggest to ​add a notification about the
password​ ​requirements​ ​when​ ​a​ ​new​ ​user​ ​wants​ ​to​ ​become​ ​a​ ​registered​ ​user​ ​in​ ​checkout.
 7. The heuristic research and the data of most corrected fields showed that credit card
fields might seem complicated for users - used technologies are outdated, so the user
should enter the data manualy and the verification of entered details is visible only after
the​ ​user​ ​has​ ​pressed​ ​“place​ ​the​ ​order”​ ​button.

Firstly, when the user should choose a credit card type manually. This is not a difficult
task but it is an extra step and the user should spend his time on viewing his credit card and
finding the exact type. Even more, many ecommerce stores use technology when the user
enters​ ​the​ ​credit​ ​card​ ​number​ ​and​ ​the​ ​type​ ​is​ ​detected​ ​automatically.

As the technology is easy to implement we suggest to ​implement credit card type

detection​ ​based​ ​on​ ​credit​ ​cards​ ​number,​ ​so​ ​that​ ​users​ ​do​ ​not​ ​make​ ​mistakes.

Secondly, when the user types the credit card number which usually consists of 14 or 15
numbers, all the numbers are written without a space. Because of that the possibility to make a
mistake gets bigger - if a mistake will be made, user will need to spend more time on finding it
and​ ​he​ ​might​ ​feel​ ​distracted.

To reduce the number of made mistakes in the credit card number field we suggest to
add​ ​a​ ​space​ ​when​ ​4​ ​numbers​ ​of​ ​credit​ ​card​ ​is​ ​entered.

Thirdly, when the user clicks on the button “What CCV” appears two pictures where is
shown what is it and where to look for it. Unfortunately, on desktop devices 1440 x 900 only a
half of the pictures is visible, so the user needs to scroll the screen and then get back to the
form.
 To improve the user experience we suggest to ​configure the "what is ccv" pop-up to
always​ ​show​ ​in​ ​the​ ​middle​ ​of​ ​the​ ​screen​ ​(in​ ​terms​ ​of​ ​height)​ ​on​ ​all​ ​devices.

Fourthly, the only time when the user sees that information entered in the credit card
fields is not correct is when the last button “place the order” is pressed. In time of checkout the
user will feel the most tense compared with other steps - he will think if he truly needs the
product and if he wants to share the sensitive data. If after the last step the user will need to
repeat some action, he might change his mind and not finish the purchase. Even more, if the
user​ ​will​ ​repeat​ ​the​ ​same​ ​action​ ​many​ ​times​ ​and​ ​nothing​ ​will​ ​changes.

That​ ​is​ ​why​ ​we​ ​suggest​ ​to​ ​ ​add​ ​a​ ​verification​ ​mark​ ​after​ ​every​ ​credit​ ​card​ ​field.

8. The promo code field is visible in the pages on the website - in the cart page and in the
checkout​ ​page.

When users see a promo code field they might want to leave the page to find one. In
time of looking for other code the user might notice other products which would seem more
interesting to him and because of that he might not finish the purchase. However, on your
website users can find the promo code field twice - in the cart page and in the checkout. As the
option is offered many times, the user might think that it is done by purpose, so he could start to
look​ ​for​ ​the​ ​code​ ​in​ ​other​ ​pages.

So more users would finish the purchase we suggest to ​remove ​promo code field from
checkout​ ​form​ ​on​ ​all​ ​devices.

9. The page is missing elements which would create a trust to the website - some elements
are broken, the page is missing well-known symbols and the copy is not the same
through​ ​all​ ​website.

Firstly, when the user zooms the product picture placed in the checkout page, it is in a
very low quality. As this is the last time when the user sees the product before buying it and still
can​ ​change​ ​his​ ​mind​ ​and​ ​check​ ​the​ ​full​ ​size​ ​picture​ ​in​ ​product​ ​page.
 Because of that we suggest to ​insert a high quality product thumbnail image on
mobile​ ​devices.

Secondly, the users are used to symbols and when they see them emotions are created.
On ecommerce stores the most often used symbols are heart for wishlist or the products user
likes and lock which symbolizes the security and shows that the user can trust his data to the
system.
On your website before the payment & shipping step is missing the symbol of lock.
Although​ ​it​ ​will​ ​not​ ​make​ ​a​ ​visible​ ​impact,​ ​the​ ​user​ ​will​ ​feel​ ​more​ ​secure​ ​while​ ​filling​ ​the​ ​forms.

Thus we suggest to ​add the lock symbol before the name of the 2nd step "Payment
&​ ​Shipping".

Thirdly, the used copywrite in the website is not equal in all pages - when the user
presses button “Checkout” he lands on the page which has a name “Secure checkout”. This
should be changed, so the user without thinking would understand where he is and what the
action​ ​could​ ​give​ ​to​ ​him​ ​or​ ​lead​ ​him.

Because of that we suggest to make sure the copywrite on checkout button and page
name​ ​is​ ​consistent​ ​and​ ​matches​ ​each​ ​other.

10. In the user session recordings we found that if the users enters the address which is not
recognized by the UPS delivery system, the user gets a notification only after he has
pushed​ ​the​ ​button​ ​"Place​ ​the​ ​order".
 As seen in the pictures, there is not a big difference but the user might feel worried,
especially because the first word is “UPS”. The user recordings shows that mostly users click
“Close”​ ​or​ ​“Continue”​ ​and​ ​accept​ ​the​ ​corrected​ ​address.

That is why we suggest to ​show any address field error notification without page
load by rechecking the field validity when user proceeds to the next step - the UPS
notification of not recognise address after the user has enter it. For example, when he has
clicked​ ​in​ ​the​ ​field​ ​"phone".

Also, the notification from UPS includes three ​call to action ​buttons which might confuse
the user. Because of that we suggest to ​add clear 3 call-to-actions in UPS pop-up or get rid
of​ ​it​ ​and​ ​use​ ​Address​ ​Autocomplete​ ​instead.

11. The checkout form includes 3 steps, 13 fields and 2 buttons to press plus few extra fields
to​ ​mark​ ​or​ ​mark​ ​out.

The competitor analysis and previously described data of user behaviour proved that
when the user sees 3 forms with 13 fields to fill and 2 buttons to press, he might think that the
process to finish the form will take a lot time. Because of that he might not even start the form. A
way how to make the form more appealing to user is to divide it by steps and show for the user
only one step. By this the user will think that the form is short and he can easily get to the next
step.

Thus we suggest to ​change the structure of the checkout form - make it by separate
three​ ​steps​ ​to​ ​allow​ ​user​ ​to​ ​focus​ ​on​ ​one​ ​action​ ​per​ ​screen.

*To​ ​view​ ​full​ ​data​ ​of​ ​corrected​ ​fields​ ​in​ ​checkout​ ​form,​ ​please,​ ​view​ ​Appendix​ ​(32-38​ ​tables)
5.7​​ ​Order​ ​success​ ​page

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​OS​ ​form: 

A/B​ ​tests​ ​not​ ​needed:

1. Make more visible the options to track the order. For example, by writing them in
separate​ ​lines.

2. Explain​ ​to​ ​the​ ​registered​ ​users​ ​that​ ​they​ ​might​ ​track​ ​the​ ​order​ ​in​ ​My​ ​Account​ ​page​ ​too.

3. Give​ ​a​ ​deeper​ ​explanation​ ​of​ ​what​ ​the​ ​user​ ​will​ ​get​ ​if​ ​he​ ​will​ ​make​ ​an​ ​account.

4. Add​ ​expected​ ​delivery​ ​times​ ​on​ ​success​ ​page.

A/B​ ​tests:

1. Show​ ​to​ ​the​ ​user​ ​information​ ​the​ ​system​ ​already​ ​have​ ​collected​ ​in​ ​registration​ ​steps.

2. Create an offer for new users - save the password and get 10% discount for your next
purchase.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. The Lucky Orange heatmap data showed that only 0.19% of the users on desktop
devices clicked on the button “Track my order” in footer while higher click rates was for
random places on the page. Even more, the text in of tracking options is long and takes
much​ ​of​ ​a​ ​time​ ​to​ ​understand​ ​it.
 As seen from the example below the explanatory text of how to track the order takes
from 6 to 8 rows depending on the device and includes 3 options how to track the order. As
known, the users are not interested in reading long texts written in small letters because not of
all​ ​what​ ​is​ ​written​ ​might​ ​be​ ​important​ ​for​ ​them.

To create an impression that all the written information is useful for the user and might
help him we suggest to ​make more visible the options to track the order. For example, by
writing them in separate lines. Also, ​the registered users should see a line where is written
that​ ​they​ ​can​ ​track​ ​the​ ​order​ ​in​ ​My​ ​Account​ ​page.

2. According to Google Analytics data of user page navigation behaviour, in time from
01.07.2016 to 01.07.2017 7.48% of all the sessions the next pageview after the order success
page​ ​was​ ​“Create​ ​an​ ​account”​ ​page.

As​ ​shown​ ​in​ ​the​ ​example​ ​below,​ ​in​ ​the​ ​existing​ ​version​ ​the​ ​only​ ​thing​ ​that​ ​the​ ​user​ ​sees
is​ ​that​ ​with​ ​an​ ​account​ ​he​ ​will​ ​be​ ​able​ ​to​ ​checkout​ ​faster​ ​and​ ​what​ ​are​ ​the​ ​requirements​ ​for​ ​the
password.​ ​So​ ​basically​ ​not​ ​much​ ​is​ ​explained​ ​to​ ​the​ ​user,​ ​for​ ​example,​ ​that​ ​his​ ​details​ ​will​ ​be
saved​ ​or​ ​that​ ​he​ ​will​ ​be​ ​able​ ​to​ ​save​ ​products​ ​to​ ​wishlist​ ​etc.
 To make the amount of registered customers even bigger we suggest to ​give a deeper
explanation of what the user will get if he creates an account and show to the user
information you have already collected in registration steps​, so he would understand that
the​ ​biggest​ ​part​ ​of​ ​the​ ​job​ ​is​ ​already​ ​done​ ​and​ ​only​ ​password​ ​needs​ ​to​ ​be​ ​entered.

Another way how to increase the amount of users who finish the registration step would
be to offer a reward, for example, a discount for the next purchase. To finish an action the user
should see a trigger and nothing could be a better trigger than an option to receive something
for​ ​less​ ​many​ ​than​ ​usual​ ​and​ ​what's​ ​more​ ​-​ ​by​ ​less​ ​money​ ​than​ ​others.

That is why we suggest to ​create an offer for new users - save the password and get
10%​ ​discount​ ​for​ ​your​ ​next​ ​purchase.

3. The heuristic researched showed that in the success page couldn't be find any
information​ ​about​ ​the​ ​expected​ ​delivery​ ​times.

Although the user has chosen the shipping type and time in the checkout and saw the
notifications in cart page if some of the products might be delayed, the success page is order
confirmation page and that is why the users wants to see the last time the last affirmation of
when the product will be delivered. Also, this is the first step op after-sales experience and if it
will​ ​be​ ​successful,​ ​the​ ​user​ ​will​ ​come​ ​back​ ​to​ ​buy​ ​more​ ​from​ ​the​ ​store.

To satisfy the user wish to know the precise date of delivery we suggest to ​add
expected​ ​delivery​ ​time​ ​also​ ​on​ ​the​ ​success​ ​page.

5.8​​ ​My​ ​Account​ ​/​ ​Login​ ​/​ ​Register

5.8.1​​ ​My​ ​Account

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​My 
Account​ ​page: 

A/B​ ​tests:
 1. Implement more advanced order tracking functionality, so the user could follow at what
stage​ ​of​ ​the​ ​shipping​ ​his​ ​order​ ​is​ ​at.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. In the heuristic analysis the research team found that when the user is interested to track
his​ ​order,​ ​he​ ​can​ ​see​ ​only​ ​order​ ​number,​ ​date,​ ​total​ ​amount,​ ​status​ ​and​ ​tracking​ ​number.

From the first point of view it might seem that the user can easily find the basic details
about his order and no improvements wouldn't be necessary. On the other hand, people like the
idea that soon they will receive something important which will make their day better. That is
why if the user can see how the process of receiving is developing makes him more excited
when the product is in his hands. Also, it gives a better understanding where the good is and
what​ ​the​ ​manufacturer​ ​is​ ​doing.

To create a better after - sales experience we suggest to ​implement more advanced

order​ ​tracking​ ​functionality.

5.8.2​ ​Login​ ​page

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​Login 
page: 
A/B​ ​tests​ ​not​ ​needed:

1. If the user has entered wrong login details, the system should give a hint if the email, the
password​ ​or​ ​both​ ​of​ ​them​ ​are​ ​incorrect.
 2. Make the description of benefits the user will get if he will create an account more visible
by​ ​emphasizing​ ​every​ ​advantage​ ​in​ ​a​ ​separate​ ​row.

3. Add one more CTA button “ Back to sign in” if the user has asked for a new password in
the​ ​login​ ​page.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

2. According to Formisimo data averagely 81% of the visitors who have visited the Login
page left the page without making a conversion - 78% of desktop users, 82% of tablet
users​ ​and​ ​89%​ ​of​ ​mobile​ ​users.

DESKTOP​ ​users
Drop-off​ ​from Total​ ​lost
Total​ ​visits Form​ ​starters Converters
Form​ ​Starters visitors

2724 ​ ​2154 1543 611 2113

(72%) (72%) (28%) (78%)

TABLET​ ​users
Drop-off​ ​from Total​ ​lost
Total​ ​visits Form​ ​starters Converters
Form​ ​Starters visitors

648 553 436 117 531

(85%) (79%) (21%) (82%)
MOBILE​ ​users
Drop-off​ ​from Total​ ​lost
Total​ ​visits Form​ ​starters Converters
Form​ ​Starters visitors

386 305 263 42 334

(79%) (86%) (21%) (89%)

The statistics above proves that only a small part of the users find the form easy to
complete​ ​and​ ​have​ ​a​ ​wish​ ​to​ ​create​ ​an​ ​account.

As seen from the table below, the biggest drop-off in login page from 14.06.2016 -
22.07.2017 in desktop and mobile devices was made after filling the “Sign in” form fields - 54%
of the desktop users left the page in this part and 59% of the mobile users. Also, 42% of tablet
users​ ​didn't​ ​find​ ​the​ ​form​ ​appealing,​ ​so​ ​they​ ​left​ ​the​ ​page.

Desktop Tablet Mobile

​ ​Create​ ​an​ ​account​ ​(46%) Sign​ ​in​ ​(31%) Create​ ​an​ ​account​ ​(41%)

Sign​ ​in​ ​(34%) Create​ ​an​ ​account​ ​(60%) Sign​ ​in​ ​(35%)

Password​ ​(13%) Password​ ​(7%) ​ ​Password​ ​(16%)

Email​ ​(7%) Email​ ​4% Email​ ​8%

Due to the previously described data ​we suggest to improve the user recognition
system and give to the user hits about which details he has entered incorrectly. If the user
has entered an email which is not registered, an announcement like this should appear “Sorry,
we couldn't find an account with that login. Can we help you recover the login?”. If the user has
entered incorrect password, a text “Sorry, that password isn't wright. We can help you recover
your password.” should be showed. If the user has entered incorrect email and password, he
should see the text “Sorry, the login and password isn't wright. If you forgot your password,
please,​ ​reset​ ​it​ ​here.”
 2. The​ ​heatmaps​ ​of​ ​user​ ​session​ ​recording​ ​describes​ ​that​ ​the​ ​part​ ​“Create​ ​an​ ​account”​ ​is
poorly​ ​used​ ​-​ ​1.7%​ ​of​ ​the​ ​desktop​ ​users,​ ​0.93%​ ​of​ ​tablet​ ​users​ ​0.7%​ ​of​ ​mobile​ ​users
have​ ​clicked​ ​on​ ​the​ ​button.

The​ ​desktop:

The​ ​tablet:

The​ ​mobile:
 Hence, we suggest to ​make the description of benefits that user will get if he
creates​ ​an​ ​account​ ​more​ ​visible​ ​by​ ​emphasizing​ ​every​ ​advantage​ ​in​ ​a​ ​separate​ ​row.

3. In time of the the heuristic analysis was found that when the user presses “Forgot your
password” and enters the email address, the next CTA button was “Continue shopping”
which led to a page New Arrivals or away from the option to visit the site with benefits or
registered​ ​users.

Thus we suggest to ​add one more CTA button “ Back to sign in” if the user has asked for a
new​ ​password​ ​in​ ​the​ ​login​ ​page​ ​instead​ ​of​ ​redirecting​ ​him​ ​to​ ​New​ ​Arrivals​ ​page.

5.8.3​ ​Customer​ ​Registration​ ​form

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​CR​ ​form: 

A/B​ ​tests​ ​not​ ​needed:

1. Create​ ​a​ ​password​ ​description​ ​field​ ​which​ ​wouldn't​ ​take​ ​this​ ​much​ ​space.

2. Implement ​a functionality ​would inform user that he already has an account with this
email address. Also, offer to him two options - to go to Login page and ask to fill only the
password​ ​or​ ​offer​ ​to​ ​restore​ ​account​ ​details.

A/B​ ​test:
 1. Shorten the form, so the main call to action button “Submit” would be visible in the first
fold in desktop devices with a screen size 1440 x 900 and mobile devices with a screen
size​ ​320​ ​x​ ​568.

2. Add some information about the brand or its activities in the right side of the page where
now​ ​is​ ​white​ ​space.

3. Allow​ ​the​ ​users​ ​to​ ​register​ ​with​ ​easier​ ​passwords​ ​as​ ​the​ ​competitors​ ​do.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. According to form analyzing tool Formisimo data averagely 73.3% of all the visitors who
viewed​ ​the​ ​registration​ ​form​ ​left​ ​it​ ​and​ ​11.6%​ ​even​ ​didn't​ ​start​ ​to​ ​fill​ ​it.

Total​ ​Lost​ ​Visitors:

(All​ ​people​ ​who​ ​saw​ ​the​ ​form​ ​but​ ​didn't​ ​complete​ ​it)

Desktop Tablet Mobile

68% ​ ​75% ​ ​77%

One of the reasons why the user don't fill the form is because it looks very long and time
consuming. In the heuristic research was found that actually the the biggest space of the form is
taken​ ​not​ ​by​ ​the​ ​fields​ ​where​ ​the​ ​user​ ​needs​ ​to​ ​enter​ ​the​ ​information​ ​but​ ​by​ ​the​ ​descriptive​ ​text.

Because of that we ​suggest to shorten the form by creating a password description

field which wouldn't take this much space. This would help to make visible the main call
to action button “Submit” in the first fold in desktop devices with a screen size 1440 x
900​ ​and​ ​mobile​ ​devices​ ​with​ ​a​ ​screen​ ​size​ ​320​ ​x​ ​568.

2. The heuristic research revealed that if a customer who already have an account
submit his registered details and they are correct, a small notification with option to reset the
account appears. Even if the email and address was correct, he can't find a direct way to login
in​ ​the​ ​account.

Thus we suggest to ​implement a pop-up window in which would be written a

notification that the user already has an account with the particular email address. Also,
offer to him two options - to go to login page and ask to fill only the password or offer to
restore​ ​account​ ​details.

3. When analyzing the page by the heuristic method the research team noticed that in
the​ ​customer​ ​registration​ ​page​ ​a​ ​lot​ ​of​ ​white​ ​space​ ​is​ ​in​ ​the​ ​right​ ​side.

So we suggest to ​add some information about the brand or its activities in the right
side of the page where now is white space. ​This is the page where the user decides if he
trust on the brand and its page. That is why it would be important to place or inspiring pictures
or​ ​information,​ ​for​ ​example,​ ​about​ ​the​ ​possible​ ​benefits.

4. The competitor analyses showed that your company has one of the most complicated
password​ ​requirements.

Tommy
Blueberry Theory Vince Escada Armani MaxMara
Hilfiger

8-15 5-20 At​ ​least​ ​8 At​ ​least​ ​8 8-15 No 5-20

characters characters characters characters characters regulations carachters

From one point of view, the bigger requirements for the password, the more secure the
system looks. On the other side, your online store definitely will not be the only website where
the user will have an account and there is a huge possibility that he will have at least few
passwords to use. This means that the user might easily forget which password was for which
account and even more, it would be difficult to remember how the password should be written
correctly - which was the capital letter, which numbers he used and how many symbols he
actually wrote? To avoid the doubts from the user we suggest to ​allow the users to register
with​ ​easier​ ​passwords​ ​as​ ​the​ ​competitors​ ​do.

The​ ​full​ ​data​ ​about​ ​registration​ ​forms​ ​can​ ​be​ ​seen​ ​in​ ​tables​ ​41​ ​and​ ​42​ ​in​ ​Appendix.

5.9​​ ​Forms

5.9.1​​ ​Request​ ​a​ ​catalog​ ​form

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​RAC​ ​form: 

A/B​ ​tests​ ​not​ ​needed:

1. Make the option to order the catalog more visible on all devices and especially on mobile
and​ ​tablet​ ​devices.

2. Move​ ​the​ ​button​ ​“Submit”​ ​higher,​ ​so​ ​it​ ​would​ ​be​ ​visible​ ​in​ ​the​ ​first​ ​fold.

3. Make the form shorter by deleting the field where the user has to confirm the email
address.

4. Improve the copyright in all catalog pages, so it would be clearly understandable that the
catalog​ ​will​ ​be​ ​sent​ ​by​ ​a​ ​post​ ​or​ ​if​ ​the​ ​user​ ​wants​ ​to​ ​view​ ​it​ ​online,​ ​he​ ​can​ ​click​ ​on​ ​a​ ​link.

5. Improve​ ​or​ ​the​ ​captcha​ ​field​ ​to​ ​Google​ ​recaptcha.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. According to Formisimo data collected in time 14.06.2017 - 22.07.2017, averagely in

78% of all the sessions the users left the Request a catalog form - in 20.3% of all the
sessions the visitors even didn't start it and 73.3% of the visitors left the form after they
started​ ​to​ ​enter​ ​the​ ​form​ ​details.
Total​ ​Lost​ ​Visitors:
(All​ ​people​ ​who​ ​saw​ ​the​ ​form​ ​but​ ​didn't​ ​complete​ ​it)

Desktop Tablet Mobile

71% ​ ​82% ​ ​81%

From the previous data can be concluded that the users don't find the form enough
compelling to them and they are not interested to finish it. The improvements for the form would
be very recommended even more because the customer survey made by your company pointed
out that for 75% of buyers and 66% on non-buyers the catalog is one of the top 3 sources where
they​ ​look​ ​for​ ​a​ ​fashion​ ​inspiration.

The heuristic research confirmed that from all devices the option to view or order the
catalog is difficult to find. For example, on the mobile devices the user has to click on category
“New” and then he can go to catalog. Although the navigation is planned as same for the
desktop devices, buttons work differently and there might be a huge chance that when a user
will click on it, the page “New Arrivals” will open. On mobile phones a user should find the
catalog information in the navigation bar but when it is opened, nowhere is written the word
“Catalog”. As later found the catalog can be found in the footer but only 1% of mobile users taps
on the function. An example is given below. On the desktop devices all seems to work good but
new​ ​users​ ​might​ ​never​ ​imagine​ ​that​ ​the​ ​catalog​ ​could​ ​be​ ​find​ ​under​ ​the​ ​category​ ​“New”.

To increase the number of the users who have visited the catalog page and order it, we
suggest to ​make the option to order the catalog more visible on all devices and especially
on​ ​mobile​ ​and​ ​tablet​ ​devices.

2. In the heuristic analysis we found that on the desktop devices with a screen size 1440 x 900
and on the mobile devices iPhone 5S in the first fold was not visible the main CTA button
 “Submit”. As the button is like a signal that the user will not need to make any extra moves, it
should​ ​be​ ​visible.​ ​In​ ​the​ ​next​ ​page​ ​are​ ​given​ ​the​ ​examples.

iPhone​ ​5S​ ​screen: Desktop​ ​1440​ ​x​ ​900​ ​screen:

To make an impression that the form is easy to finish and will not take a lot of time to fill
in​ ​we​ ​suggest​ ​to​ ​move​ ​the​ ​button​ ​“Submit”​ ​higher,​ ​so​ ​it​ ​would​ ​be​ ​visible​ ​in​ ​the​ ​first​ ​fold.

3. In time of the heuristic analysis we found that although the user will receive the catalog by
post he needs to enter the password and confirm it. Even more, no explanation is given how
the​ ​confirmed​ ​email​ ​address​ ​will​ ​help​ ​for​ ​the​ ​user.

This step is not critical but takes extra time for user to finish the form and extra space in
the​ ​form.​ ​Thus​ ​we​ ​suggest​ ​to​ ​delete​ ​the​ ​field​ ​of​ ​the​ ​email​ ​address​ ​confirmation.

Also, it would be suggested to ​improve the copyright in all catalog pages, so it

would be clearly understandable that the catalog will be sent by a post or if the user
wants​ ​to​ ​view​ ​it​ ​online,​ ​he​ ​can​ ​click​ ​on​ ​a​ ​link.

4. The data of drop-offs proved that one of the most problematic field in the Request a catalog
form is the captcha field as this is the only field which shows the verification after the submit
 button is pressed - 27% of desktop sessions, 33% of tablet sessions and 57% of mobile
sessions​ ​in​ ​this​ ​page​ ​finished​ ​after​ ​the​ ​user​ ​has​ ​pressed​ ​the​ ​button.

To​ ​see​ ​the​ ​full​ ​list​ ​of​ ​drop-off​ ​field​ ​rates,​ ​please​ ​visit​ ​the​ ​Appendix.

Hence, we suggest to ​improve the captcha field and make it as Google recaptcha
window.
The​ ​full​ ​data​ ​can​ ​be​ ​viewed​ ​in​ ​tables​ ​39​ ​and​ ​40​ ​in​ ​the​ ​Appendix.

5.9.2​​ ​Newsletter​ ​Subscribe​ ​pop-up​ ​window

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​or​ ​tested​ ​for​ ​RAC​ ​form: 

A/B​ ​test:
1. Remove optional fields from Newsletter Subscribe pop-up, restructure the copy so the
benefit​ ​of​ ​sign-up​ ​is​ ​clear​ ​within​ ​2​ ​seconds.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. In the heuristic research was found that the newsletter subscription window have too
many fields to complete, it asks for sensitive data and by the first glance is not visible the
reward​ ​the​ ​user​ ​will​ ​get​ ​if​ ​he​ ​will​ ​sign​ ​up​ ​for​ ​the​ ​newsletter.
 In the picture above can be seen that to sign up for the newsletter the user should fill in 5
fields. Although two of them are dropdown windows, the form might seem too long to finish it
quickly. The basic rules when offering a subscription is to emphasize the reward the user will
get, ask as less possible and not include questions which might make the users suspicious. In
this case, the “10%” discount is not very noticeable in the first moment and the user should
share sensitive information as his birthday month and state. Probably, the user will think that the
month is asked because he will receive another offer in that month. But the question of the state
might​ ​seem​ ​strange​ ​and​ ​create​ ​a​ ​stress.

In order to persuade more user to sign up for newsletters we suggest to ​remove

optional fields and restructure the copy, ​so a user would understand the benefit of sign-up in
first​ ​seconds.
5.10​​ ​Global​ ​elements

We​ ​have​ ​identified​ ​the​ ​following​ ​hypothesis​ ​to​ ​be​ ​implemented​ ​for​ ​header/footer: 

A/B​ ​tests​ ​not​ ​needed:

1. On​ ​mobile​ ​devices​ ​add​ ​the​ ​number​ ​of​ ​the​ ​added​ ​products​ ​in​ ​or​ ​next​ ​to​ ​the​ ​cart​ ​symbol.

2. Implement​ ​the​ ​mobile-friendly​ ​footer.

A/B​ ​tests:

1. Make​ ​the​ ​icons​ ​of​ ​the​ ​cart​ ​and​ ​my​ ​account​ ​bigger​ ​on​ ​the​ ​mobile​ ​devices.

2. On mobile devices place the icons of the cart and my account in the same order as on
desktop​ ​and​ ​tablet​ ​devices.

The hypothesis above are based on the Data Insights (both quantitative and qualitative),
which​ ​are​ ​related​ ​to​ ​the​ ​findings​ ​below:

1. The heuristic research showed that on the mobile devices the user can't see how many
products​ ​he​ ​has​ ​added​ ​in​ ​the​ ​cart.

While​ ​the​ ​user​ ​is​ ​shopping​ ​he​ ​shouldn't​ ​think​ ​about​ ​his​ ​actions.​ ​Otherwise,​ ​he​ ​might​ ​start
to​ ​think​ ​if​ ​he​ ​has​ ​chosen​ ​the​ ​best​ ​products​ ​and​ ​if​ ​he​ ​needs​ ​them​ ​and​ ​that​ ​might​ ​lead​ ​to​ ​an
unfinished​ ​purchase.

So​ ​the​ ​user​ ​would​ ​clearly​ ​see​ ​how​ ​many​ ​products​ ​he​ ​already​ ​have​ ​added​ ​to​ ​the​ ​cart​ ​we
suggest​ ​to​ ​add​ ​the​ ​number​ ​of​ ​the​ ​added​ ​products​ ​in​ ​or​ ​next​ ​to​ ​the​ ​cart​ ​symbol.

2. The Google Analytics data describes that on mobile devices in period from 01.07.2016 -
01.07.2017 1.72% of previous page views before the cart page was made in “My
account”​ ​page.​ ​The​ ​number​ ​has​ ​increased​ ​by​ ​117%​ ​compared​ ​with​ ​previous​ ​period.
 In the heuristic analysis was found that on the mobile devices the icons of my account
and cart are very close to each other and with one thumb can be possible to cover both icons,
so​ ​there​ ​is​ ​a​ ​huge​ ​possibility​ ​that​ ​the​ ​user​ ​might​ ​click​ ​on​ ​the​ ​cart​ ​icon​ ​accidentally.

Also, we found that the icons of “my account” and “cart” are in opposite order as in the
desktop and tablet devices which might be confusing to the user if he is used to visit the website
from​ ​other​ ​devices.

​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​Mobile​ ​navigation​ ​bar Desktop​ ​navigation​ ​bar

Hence we suggest on mobile devices to ​make the icons of the cart and my account
bigger​ ​and​ ​to​ ​place​ ​them​ ​in​ ​the​ ​same​ ​order​ ​as​ ​on​ ​desktop​ ​and​ ​tablet​ ​devices.

3. The heatmap data of mobile user behaviour indicated that the 29% of homepage visitors
scroll​ ​till​ ​the​ ​footer​ ​and​ ​the​ ​user​ ​activity​ ​is​ ​low.

To​ ​improve​ ​the​ ​user​ ​experience​ ​while​ ​using​ ​the​ ​mobile​ ​devices​ ​and​ ​increase​ ​the
usability​ ​of​ ​the​ ​footer​ ​we​ ​suggest​ ​to​ ​implement​ ​more​ ​user​ ​friendly​ ​theme.
6​ ​Appendix  
Device​ ​category

Table​ ​1
(01.07.2016​ ​-​ ​01.07.2017)
Ecommerce
Device Sessions Transactions Revenue Bounce Average
Conversion
Category share share share Rate order​ ​value
Rate
Desktop 47.79% 65.70% 66.76% 33.62% 3.15% $781.78
Mobile 32.58% 12.80% 11.45% 40.74% 0.90% $688.14
Tablet 19.63% 21.50% 21.79% 23.27% 2.51% $779.49

Table​ ​2
(01.05.2017​ ​-​ ​01.07.2017)
Ecommerce
Device Sessions Transactions Revenue Bounce Average
Conversion
Category share share share Rate order​ ​value
Rate
Desktop 42.23% 61.82% 64.12% 21.66% 3.67% $724.78
Mobile 37.07% 16.34% 14.71% 32.05% 1.10% $629.01
Tablet 20.69% 21.84% 21.17% 21.68% 2.65% $677.36
Top​ ​10​ ​devices​ ​by​ ​Screen​ ​Resolution
Table​ ​3
(01.05.2017​ ​-​ ​01.07.2017)
Screen Device Sessions Bounce Transactio Revenue Ecommerc
Resolution Category share Rate ns​ ​share share e​ ​CR AOV
768x1024 tablet 18.51% 21.39% 19.41% 18.71% 2.63% €674.58
375x667 mobile 15.57% 30.53% 7.34% 6.39% 1.18% €609.24
320x568 mobile 8.13% 31.57% 3.08% 2.54% 0.95% €575.42
1920x1080 desktop 7.75% 17.93% 12.47% 12.02% 4.03% €674.04
414x736 mobile 6.93% 29.85% 3.74% 3.60% 1.35% €672.24
1440x900 desktop 6.24% 15.22% 11.07% 13.03% 4.44% €823.77
1366x768 desktop 5.47% 31.54% 5.60% 5.19% 2.56% €649.19
1280x800 desktop 4.13% 15.46% 6.24% 6.44% 3.78% €722.09
360x640 mobile 3.80% 39.12% 0.71% 0.59% 0.46% €585.87
1280x720 desktop 2.52% 36.52% 3.08% 3.32% 3.07% €752.01
Others 20.94% - 27.25% 28.17% - -
Average: 26.91% 2.45% $673.85
Table​ ​4
(01.07.2016​ ​-​ ​01.07.2017)
Screen Device Sessions Bounce Transaction Revenue Ecommerce
Resolution Category share Rate s​ ​share share CR AOV

768x1024 tablet 19.50% 22.87% 20.01% 19.49% 2.58% €752.60

375x667 mobile 12.84% 34.08% 5.53% 4.70% 1.08% €656.55

320x568 mobile 8.50% 36.40% 2.76% 2.49% 0.81% €696.86

1920x1080 desktop 8.08% 19.26% 12.96% 12.28% 4.02% €732.36

1440x900 desktop 6.42% 17.10% 11.20% 11.85% 4.38% €817.76

1366x768 desktop 5.02% 21.79% 6.42% 6.66% 3.21% €80=1.47

414x736 mobile 4.93% 32.69% 2.19% 1.87% 1.11% €659.29

1280x800 desktop 4.60% 17.05% 6.63% 6.79% 3.61% €792.27

1024x768 desktop 3.94% 87.58% 0.56% 0.60% 0.36% €820.67

360x640 mobile 3.86% 43.25% 0.64% 0.52% 0.42% €627.68

Others 22.30% - 31.11% 32.75% - -

Average: 33.21% 2.16% $735.75

OS​ ​Split
Table​ ​5​ ​(OS​ ​Split​ ​by​ ​Desktop)
(01.07.2016​ ​-​ ​01.07.2017)
Metric​ ​Name Windows Macintosh Linux Chrome​ ​OS (not​ ​set)
Sessions 625,533 389,609 14,646 5,294 2,471
%​ ​Sessions 60.28% 37.55% 1.41% 0.51% 0.24%
Users 276,859 120,805 14,074 2,409 2,455
Page​ ​Views 5,233,689 3,872,584 23,104 33,023 2,838
%​ ​New​ ​Sessions 42.75% 29.02% 95.99% 45.03% 99.35%
Bounce​ ​Rate 29.83% 16.81% 85.05% 24.88% 92.35%
NB​ ​Pageviews​ ​per​ ​Visit 11.5 11.75 4.86 7.97 2.94
NB​ ​Average​ ​Time​ ​on​ ​Page 0:00:29 0:00:28 0:00:37 0:00:30 0:00:21
%​ ​Use​ ​Site​ ​Search 6.90% 7.13% 0.14% 5.50% 0.00%
Ecommerce​ ​Conversion
Rate 3.10% 4.53% 0.14% 2.12% 0.61%
Non​ ​Bounce​ ​Conversion
Rate 4.42% 5.45% 0.91% 2.82% 7.94%
Transactions 19,383 17,658 20 112 15
$14,669,165.3 $14,694,133.2
Revenue 1 4 $4,649.46 $101,894.78 $6,405.51
Items 41,686 39,613 20 260 15
Average​ ​Transaction
Value $756.81 $832.15 $232.47 $909.77 $427.03
Avg.​ ​Quantity​ ​per
transaction 1.02 1.02 1 1.02 1
Table​ ​6​ ​(OS​ ​Split​ ​by​ ​Mobile)
(01.07.2016​ ​-​ ​01.07.2017)
Windows
Metric​ ​Name iOS Android Windows Phone
Sessions 607,283 119,621 16,422 2,083
%​ ​Sessions 81.32% 16.02% 2.20% 0.28%
%​ ​All
Users 248,344 58,644 5,329 505
Page​ ​Views 2,809,743 527,454 189,736 10,332
%​ ​New​ ​Sessions 39.30% 47.86% 28.97% 22.32%
Bounce​ ​Rate 34.78% 45.00% 17.59% 30.15%
NB​ ​Pageviews​ ​per​ ​Visit 6.56 7.2 13.81 6.67
NB​ ​Average​ ​Time​ ​on​ ​Page 0:00:33 0:00:32 0:00:27 0:00:27
%​ ​Use​ ​Site​ ​Search 2.61% 1.65% 6.87% 1.25%
Ecommerce​ ​Conversion
Rate 0.99 0.37% 4.51% 0.24%
Non​ ​Bounce​ ​Conversion
Rate 1.52% 0.67% 5.47% 0.34%
Transactions 6,008 444 740 5
Revenue $4,006,749.59 $293,363.23 $511,616.96 $4,287.12
Items 12,617 924 1,471 9
Average​ ​Transaction​ ​Value $666.90 $660.73 $691.37 $857.42
Avg.​ ​Quantity​ ​per​ ​transaction 1.02 1.02 1.01 1
Table​ ​7​ ​(OS​ ​Split​ ​by​ ​Tablet)
(01.07.2016​ ​-​ ​01.07.2017)

Metric​ ​Name iOS Android Windows

Sessions 468,458 23,896 863
%​ ​Sessions 94.98% 4.84% 0.17%
%​ ​All
Users 149,402 9,939 500
Page​ ​Views 3,950,208 171,726 7,785
%​ ​New
Sessions 30.05% 39.76% 46.70%
Bounce​ ​Rate 22.72% 32.37% 23.06%
NB​ ​Pageviews
per​ ​Visit 10.62 10.15 11.42
NB​ ​Average
Time​ ​on​ ​Page 0:00:32 0:00:32 0:00:36
%​ ​Use​ ​Site
Search 4.61% 2.46% 7.65%
Ecommerce
Conversion
Rate 2.69% 0.58% 5.33%
Non​ ​Bounce
Conversion
Rate 3.49% 0.85% 6.93%
Transactions 12,624 138 46
Revenue $9,781,997.29 $63,554.51 $35,440.80
Items 26,831 370 88
Average
Transaction
Value $774.87 $460.54 $770.45
Avg.​ ​Quantity
per​ ​transaction 1.02 1.01 1.05
Top​ ​Mobile​ ​and​ ​Tablet​ ​device​ ​performance

Tablet​ ​8​ ​(Top​ ​Mobile​ ​Device​ ​Performance)

(01.07.2016​ ​-​ ​01.07.2017)
Metric​ ​Name Apple Samsung (not​ ​set) LG Microsoft
Sessions 607,171 82,504 12,466 11,006 10,450
%​ ​Sessions 81.32% 11.05% 1.67% 1.47% 1.40%
Users 248,262 38,225 5,248 6,182 3,252
Page​ ​Views 2,809,054 384,244 106,333 39,578 112,142
%​ ​New
Sessions 39.29% 45.12% 39.60% 54.78% 28.04%
Bounce​ ​Rate 34.78% 43.40% 32.92% 51.30% 17.54%
NB​ ​Pageviews
per​ ​Visit 6.56 7.46 12.23 6.33 12.8
NB​ ​Average
Time​ ​on​ ​Page 0:00:33 0:00:31 0:00:28 0:00:37 0:00:27
%​ ​Use​ ​Site
Search 2.61% 1.69% 4.63% 1.34% 5.76%
Ecommerce
Conversion
Rate 0.99% 0.43% 2.37% 0.42% 4.34%
Non​ ​Bounce
Conversion
Rate 1.52% 0.76% 3.54% 0.86% 5.27%
Transactions 6,008 357 296 46 454
Revenue $4,006,749.59 $241,702.67 $195,404.46 $20,555.43 $318,777.47
Items 12,155 735 607 77 1,006
Average
Transaction
Value $666.90 $677.04 $660.15 $446.86 $702.15
Avg.​ ​Quantity
per​ ​transaction 1.02 1.01 1 1 1
Tablet​ ​9​ ​(Top​ ​Tablet​ ​Device​ ​Performance)
(01.07.2016​ ​-​ ​01.07.2017)
Metric​ ​Name Apple Samsung Amazon
Sessions 468,448 10,996 6,754
%​ ​Sessions 94.98% 2.23% 1.37%
Users 149,402 4,421 2,573
Page​ ​Views 3,950,198 76,251 46,648
%​ ​New​ ​Sessions 30.05% 38.35% 36.44%
Bounce​ ​Rate 22.72% 31.98% 30.77%
NB​ ​Pageviews​ ​per​ ​Visit 10.62 9.72 9.53
NB​ ​Average​ ​Time​ ​on​ ​Page 0:00:32 0:00:31 0:00:32
%​ ​Use​ ​Site​ ​Search 4.61% 2.36% 2.49%
Ecommerce​ ​Conversion​ ​Rate 2.69% 0.60% 0.83%
Non​ ​Bounce​ ​Conversion​ ​Rate 3.49% 0.88% 1.20%
Transactions 12,624 66 56
Revenue $9,781,997.29 $36,347.97 $23,326.27
Items 27,806 117 87
Average​ ​Transaction​ ​Value $774.87 $550.73 $416.54
Avg.​ ​Quantity​ ​per​ ​transaction 1.02 1 1
Browser​ ​Performance
Table​ ​10​ ​(Top​ ​10​ ​Traffic​ ​Browsers)
(01.07.2016​ ​-​ ​01.07.2017)
Ecommerce
Sessions Bounce Transactions Revenue Conversion Average​ ​order
Browser share Rate share share Rate value
Safari 55.17% 26.01% 52.82% 53.56% 2.40% €783.13
Chrome 24.17% 29.88% 23.01% 22.18% 2.39% €744.48
Firefox 7.22% 46.46% 7.15% 7.03% 2.49% €759.88
Internet
Explorer 7.19% 20.59% 11.88% 11.95% 4.15% €777.03
Edge 2.61% 18.93% 4.78% 4.78% 4.37% €811.44
Safari​ ​(in-app) 2.57% 46.24% 0.40% 0.35% 0.39% €665.76
Amazon​ ​Silk 0.29% 29.60% 0.10% 0.05% 0.86% 0
Android
Webview 0.27% 50.90% 0.02% 0.06% 0.16% $2,651.27
Android
Browser 0.23% 56.48% 0.01% 0.00% 0.10% €435.43

(not​ ​set) 0.07% 96.22% 0.00% 0.00% 0.00% 0

Others 0.21% - - 0.03% - -
Average: 42.13% 1.73% $762.84
Table​ ​11​ ​(Top​ ​10​ ​Traffic​ ​Browsers​ ​by​ ​Versions)
(01.07.2016​ ​-​ ​01.07.2017)
Sessions Bounce Transactions Revenue Ecommerce
Browser​ ​Version share Rate share share CR AOV
Safari​ ​10 26.08% 27.80% 20.07% 19.58% 1.93% €753.64
Safari​ ​9 13.90% 30.07% 9.86% 9.83% 1.78% €769.94
Internet​ ​Explorer​ ​11 6.74% 18.21% 11.62% 11.67% 4.33% €775.82
Chrome
53.0.2785.116 2.60% 20.03% 3.04% 3.37% 2.93% €857.32
Safari​ ​(in-app)​ ​(not
set) 2.56% 46.33% 0.40% 0.35% 0.39% €665.76
Chrome
56.0.2924.87 2.37% 99.26% 0.03% 0.01% 0.03% €240.25
Firefox​ ​38 2.11% 31.71% 1.07% 0.90% 1.28% €646.64
Safari​ ​8 1.86% 18.31% 3.42% 3.52% 4.62% €795.99
Edge​ ​14.14393 1.69% 18.48% 2.01% 1.70% 2.98% €651.91
Chrome
58.0.3029.110 1.50% 24.71% 1.76% 1.72% 2.94% €755.13
Others 38.59% 46.72% 47.36%
Average: 33.49% 2.32% $691.24
Traffic​ ​Acquisition
Table​ ​12​ ​(Traffic​ ​Source)
(01.07.2016​ ​-​ ​01.07.2017)

Direct Organic Paid Social

Metric​ ​Name Entry Search Search Referral Email Media Display Other
1,166,03
Sessions 225,372 220,630 364,636 38,597 5 9,342 180,215 72,927
%​ ​Sessions 9.89% 9.69% 16.01% 1.69% 51.19% 0.41% 7.91% 3.20%
Users 182,604 138,774 212,988 28,260 258,957 7,795 123,501 35,187
3,848,89 7,937,91
Page​ ​Views 1,286,218 2,262,543 8 172,354 1 35,249 778,197 518,955
%​ ​New
Sessions 80.00% 51.71% 51.31% 66.95% 18.47% 78.63% 60.28% 17.94%
Bounce​ ​Rate 52.93% 19.40% 13.96% 49.68% 26.11% 32.02% 48.39% 33.94%
NB​ ​Pageviews
per​ ​Visit 11.00 12.48 12.11 7.89 8.86 5.08 7.43 10.26
NB​ ​Average
Time​ ​on​ ​Page 0:00:32 0:00:31 0:00:29 0:00:34 0:00:30 0:00:35 0:00:29 0:00:33
%​ ​Use​ ​Site
Search 5.85% 9.15% 11.36% 2.70% 2.61% 3.94% 1.51% 4.27%
Ecommerce
Conversion
Rate 2.32% 3.07% 3.85% 1.06% 2.33% 0.21% 0.90% 2.63%
Non​ ​Bounce
Conversion
Rate 4.94% 3.81% 4.48% 2.10% 3.15% 0.31% 1.74% 3.98%
Transactions 5,238 6,769 14,048 408 27,173 20 1,618 1,919
$4,718,727. $5,746,719 $11,736, $399,930 $18,522, $4,342.5 $1,041,0 $2,003,8
Revenue 27 .64 418.66 .34 169.87 6 79.62 69.86
Items 11943 14943 29811 1046 57112 31 2904 5088
Average
Transaction $1,044.2
Value $900.86 $848.98 $835.45 $980.22 $681.64 $217.13 $643.44 3
Avg.​ ​Quantity
per​ ​transaction 1.01 1.02 1.02 1.02 1.02 1.00 1.01 1.02
 Table​ ​13​ ​(Only​ ​Bounce​ ​Source/Medium)
(01.07.2016​ ​-​ ​01.07.2017)
Ecomm
Pag erce
es​ ​/ Avg. Conver
%​ ​New New Bounc Ses Session sion Transac
Source​ ​/​ ​Medium Sessions Sessions Users e​ ​Rate sion Duration Rate tions Revenue
100.00
(direct)​ ​/​ ​(none) 119,279 90.82% 108,324 % 1 <00:00:01 0.00% 0 $0.00
100.00
google​ ​/​ ​organic 39,547 55.67% 22,017 % 1 0:00:00 0.00% 0 $0.00
100.00
google​ ​/​ ​cpc 36,918 47.55% 17,555 % 1 0:00:00 0.00% 0 $0.00
100.00
drawbridge​ ​/​ ​display 31,338 82.88% 25,973 % 1 0:00:00 0.00% 0 $0.00
100.00
facebook​ ​/​ ​display 19,306 63.33% 12,226 % 1 0:00:00 0.00% 0 $0.00
100.00
tradedesk​ ​/​ ​display 18,832 92.30% 17,382 % 1 0:00:00 0.00% 0 $0.00
100.00
.com​ ​/​ ​referral 13,201 75.91% 10,021 % 1 0:00:00 0.00% 0 $0.00
100.00
LiftEngine_FB​ ​/​ ​Display 12,139 73.64% 8,939 % 1 0:00:00 0.00% 0 $0.00
100.00
msn​ ​/​ ​cpc 12,088 74.88% 9,051 % 1 0:00:00 0.00% 0 $0.00
100.00
instagram​ ​/​ ​display 6,243 86.10% 5,375 % 1 0:00:00 0.00% 0 $0.00
100.00
651,509 48.39% 315,274 % 1 <00:00:01 0.00% 0 $0.00
Table​ ​14​ ​(Non​ ​Bounce​ ​Source/Medium)
(01.07.2016​ ​-​ ​01.07.2017)
% Page Ecommer
New Boun s​ ​/ Avg. ce
Sessio Sessi New ce Sess Session Conversi Transact
Source​ ​/​ ​Medium ns ons Users Rate ion Duration on​ ​Rate ions Revenue
261,90 51.51 134,9 11.3 $9,087,309
google​ ​/​ ​cpc 7 % 00 0.00% 9 0:05:03 4.13% 10,827 .04
158,29 51.13 80,93 12.2 $5,126,376
google​ ​/​ ​organic 0 % 2 0.00% 2 0:05:54 3.77% 5,962 .89
106,09 67.84 71,97 $4,718,727
(direct)​ ​/​ ​(none) 3 % 3 0.00% 11 0:05:25 4.94% 5,238 .27
44.91 21,78 16.3 $2,626,739
msn​ ​/​ ​cpc 48,506 % 2 0.00% 7 0:07:10 6.54% 3,170 .84
5622112005​ ​/ $974,969.9
display 47,219 5.50% 2,598 0.00% 9.49 0:03:54 3.19% 1,506 0
050517_Sale​ ​/ 22.32 13.4 $225,937.6
email 13,834 % 3,088 0.00% 1 0:06:01 6.09% 842 4
71.24
facebook​ ​/​ ​display 13,242 % 9,434 0.00% 5.57 0:02:31 0.39% 51 $24,445.04
shoppingcart1​ ​/ $867,647.0
email 12,941 8.21% 1,062 0.00% 9.62 0:04:56 10.81% 1,399 2
90.89 11,36
tradedesk​ ​/​ ​display 12,502 % 3 0.00% 4.97 0:02:25 0.08% 10 $4,408.97
85.07 10,18
instagram​ ​/​ ​display 11,971 % 4 0.00% 5.7 0:01:35 0.30% 36 $27,345.13
1,626,0 32.99 536,4 $44,173,25
91 % 27 0.00% 9.96 0:04:30 3.52% 57,184 7.80
Landing​ ​Pages
Table​ ​15​ ​(Landing​ ​Pages​ ​by​ ​users)
(01.07.2016​ ​-​ ​01.07.2017)
Bounce Transaction Conversion
Landing​ ​Page Users Rate s Rate
Total 1,107,946 34.07% 56,596 2.28%
22,630(39.99
/ 626,789(31.45%) 48.11% %) 2.70%
/ProductPage 61,140(3.07%) 1.02% 1,363(2.41%) 1.43%
/sale.html 24,033(1.21%) 8.58% 980(1.73%) 3.29%
/dresses.html 18,791(0.94%) 39.52% 286(0.51%) 1.33%
/accessories.html 14,549(0.73%) 35.60% 15(0.03%) 0.10%
/arrivals.html 12,961(0.65%) 63.86% 194(0.34%) 1.20%
/new-arrivals.html 11,920(0.60%) 38.18% 316(0.56%) 2.09%

/outfits.html 11,639(0.58%) 28.45% 465(0.82%) 3.40%

/20years 9,663(0.48%) 41.45% 163(0.29%) 1.30%
Table​ ​16​ ​(Only​ ​Bounce​ ​Landing​ ​Pages)
(01.07.2016​ ​-​ ​01.07.2017)

Page Ecommerc
%​ ​New New s​ ​/ Avg. e
Sessio Sessio User Bounc Sessi Session Transact Reve Conversion
Landing​ ​Page ns ns s e​ ​Rate on Duration ions nue Rate
210,10 176, 100.00
/ 4 84.15% 805 % 1 0:00:00 0 $0.00 0.00%
7,27 100.00
/women.html 10,312 70.59% 9 % 1 0:00:00 0 $0.00 0.00%
1,67 100.00
/checkout/cart/ 9,194 18.21% 4 % 1 0:00:00 0 $0.00 0.00%
5,10 100.00
/iconic-pieces 8,576 59.47% 0 % 1 0:00:00 0 $0.00 0.00%
6,21 100.00
/dresses.html 8,464 73.41% 3 % 1 0:00:00 0 $0.00 0.00%
//3-24-2016-final/p/1
?heightOverride=460 5,59 100.00
0 6,800 82.21% 0 % 1 0:00:00 0 $0.00 0.00%
3,95 100.00
/arrivals.html 5,738 68.94% 6 % 1 0:00:00 0 $0.00 0.00%
4,19 100.00
/tops.html 5,600 74.84% 1 % 1 0:00:00 0 $0.00 0.00%
100.00
/20years 5,181 7.49% 388 % 1 0:00:00 0 $0.00 0.00%
100.00
/sale.html 4,308 20.73% 893 % 1 0:00:00 0 $0.00 0.00%
645,91 313, 100.00
7 48.60% 924 % 1 <00:00:01 0 $0.00 0.00%
Table​ ​17​ ​(Landing​ ​Pages​ ​based​ ​on​ ​sessions)
(01.07.2016​ ​-​ ​01.07.2017)
Session Transaction Revenue Bounce Ecommerce
Landing​ ​pages share share share Rate CR AOV
/ 27.96% 38.93% 43.15% 33.27% 3.49% €863.75
/ProductPage 4.22% 2.45% 2.22% 1.02% 1.46% €707.52
/sale.html 1.31% 1.77% 1.33% 8.47% 3.39% €584.02

/dresses.html 0.95% 0.50% 0.71% 39.45% 1.33% €1,099.91

/checkout/cart/ 0.86% 3.67% 4.76% 47.37% 10.71% €1,011.78
/arrivals.html 0.71% 0.34% 0.36% 63.91% 1.20% €827.87
/new-arrivals.html 0.66% 0.57% 0.63% 38.34% 2.15% €868.98

/outfits.html 0.60% 0.84% 0.98% 28.33% 3.48% €914.75

/20years 0.55% 0.30% 0.45% 41.42% 1.34% €1,191.68

/tops.html 0.47% 0.18% 0.17% 52.39% 0.95% €745.14

Other 61.69% 50.45% 45.22% - - -
Average​ ​for​ ​the​ ​website: 35.40% 2.95% 881.54

Table​ ​18​ ​(Landing​ ​Pages​ ​based​ ​on​ ​sessions)

(01.05.2017​ ​-​ ​01.07.2017)
Session Transaction Revenue Bounce Ecommerce
Landing​ ​pages share share share Rate CR AOV
/ 30.50% 36.47% 43.09% 27.18% 3.00% €832.64
/ProductPage 4.82% 3.21% 3.48% 0.56% 1.66% €765.26
/sale.html 2.57% 0.83% 1.07% 53.43% 0.81% €909.09
/dresses.html 1.37% 0.29% 0.26% 63.30% 0.53% €635.25
/checkout/cart/ 1.06% 1.21% 0.98% 11.89% 2.85% €572.81
/arrivals.html 0.79% 3.48% 4.00% 43.92% 11.04% €809.96

/new-arrivals.html 0.75% 0.66% 0.78% 32.66% 2.19% €842.69

/outfits.html 0.59% 0.00% 0.00% 76.34% 0.00% €0.00
/20years 0.54% 0.33% 0.24% 41.16% 1.53% €518.20
/tops.html 0.49% 0.61% 0.67% 28.67% 3.09% €778.54
Other 56.52% 52.92% 45.41% - - -
Average​ ​for​ ​the​ ​website: 37.91% 2.67% 666.44
 Product​ ​Page
Table​ ​19​ ​(Events​ ​by​ ​New​ ​visitors)
2015/20
2015/2016 2016/2017 2015/2016 2016/2017 16 2016/2017
Event Event Unique Unique
Category Event​ ​Label Action Total​ ​Events Total​ ​Events Events Events Repeats Repeats
ProductDetail 548,64 60.21 246,16 43.35 32.20 28.39
Zoom Page Hover 3 % 9 % 82148 % 63,264 % 6.68 3.89
202,40 22.21 221,51 39.01 31.48 42.98
Product BackImage Click 3 % 3 % 80299 % 95,858 % 2.52 2.31
6.47 0.96 11.76 1.37
Product MoreDetails Click 58,995 % 5,437 % 29993 % 3,048 % 1.97 1.78
Size ProductDetail 5.52 9.40 14.52 17.69
Chart Page Click 50,337 % 53,396 % 37034 % 39,562 % 1.36 1.35
2.81 3.66 4.48 4.10
Product Full​ ​Screen Click 25,571 % 20,782 % 11419 % 9,158 % 2.24 2.27
1.40 1.67 2.47 2.12
Product AltImage Click 12,777 % 9,490 % 6310 % 4,747 % 2.02 2.00
Add​ ​to 0.57 0.80 1.15 1.18
Product Favorites Click 5,232 % 4,533 % 2936 % 2,614 % 1.78 1.73
MoreDescripti 0.41 0.06 0.90 0.09
Product on Click 3,703 % 327 % 2287 % 204 % 1.62 1.60
ProductDetail 0.11 0.16 0.30 0.33
LiveChat Page Click 1,034 % 909 % 776 % 725 % 1.33 1.25
0.11 0.19 0.29 0.32
Product Add​ ​Gift​ ​Box Click 977 % 1057 % 736 % 725 % 1.33 1.46
ProductDetail 0.10 0.15 0.27 0.26
Contacts Page Click 868 % 832 % 697 % 577 % 1.25 1.44
0.04 0.02 0.10 0.05
LiveChat OSC Click 329 % 107 % 245 % 102 % 1.34 1.05
Send-to-Frien 0.03 0.04 0.09 0.09
Product d Click 315 % 220 % 228 % 199 % 1.38 1.11
MJU94W-516 0.00 0.00
Zoom 9 Click 4 % - - 4 % - - 1.00 -
ZoomMo 0.54 1.04
bile fullscreen Click - - 3,063 % - - 2,338 % - 1.31
 911,18 100.0 567,83 100.0 25511 100.0 223,12 100.0
8 0% 5 0% 2 0% 1 0%

Table​ ​20​ ​(Events​ ​by​ ​Returning​ ​visitors)

2015/2
2015/2016 2016/2017 2015/2016 2016/2017 016 2016/2017
Event Event Unique Unique Repea
Category Event​ ​Label Action Total​ ​Events Total​ ​Events Events Events ts Repeats
ProductDetail 1,651, 63.20 684,84 47.85 246,56 35.44 175,18 32.61
Zoom Page Hover 377 % 1 % 2 % 2 % 6.70 3.91
512,00 19.59 522,11 36.48 203,82 29.30 224,18 41.73
Product BackImage Click 4 % 5 % 3 % 8 % 2.51 2.33
206,10 7.89 1.37 14.32 1.86
Product MoreDetails Click 6 % 19,592 % 99,600 % 9,975 % 2.07 1.96
ProductDetail 101,49 3.88 6.93 10.98 13.81
Size​ ​Chart Page Click 3 % 99171 % 76,386 % 74,183 % 1.33 1.34
2.89 3.67 4.45 4.36
Product Full​ ​Screen Click 75,400 % 52569 % 30,922 % 23,436 % 2.44 2.24
1.07 1.49 2.09 2.01
Product AltImage Click 27,867 % 21,256 % 14,543 % 10,776 % 1.92 1.97
Add​ ​to 0.67 1.08 1.38 1.53
Product Favorites Click 17,531 % 15,478 % 9,618 % 8,219 % 1.82 1.88
MoreDescripti 0.40 0.07 0.96 0.13
Product on Click 10,380 % 1001 % 6,673 % 689 % 1.56 1.45
ProductDetail 0.13 0.15 0.34 0.30
Contacts Page Click 3,418 % 2190 % 2,331 % 1634 % 1.47 1.34
ProductDetail 0.12 0.17 0.31 0.33
LiveChat Page Click 3,199 % 2455 % 2,186 % 1,756 % 1.46 1.40
0.10 0.20 0.25 0.33
Product Add​ ​Gift​ ​Box Click 2,555 % 2894 % 1,718 % 1,782 % 1.49 1.62
0.04 0.03 0.11 0.06
LiveChat OSC Click 955 % 475 % 745 % 342 % 1.28 1.39
Send-to-Frien 0.03 0.03 0.08 0.07
Product d Click 679 % 500 % 535 % 388 % 1.27 1.29
ZoomMobi 0.46 0.87
le fullscreen Click - - 6606 % - - 4,686 % -
2,612, 100.0 1,431, 100.0 695,64 100.0 537,23 100.0
964 0% 143 0% 2 0% 6 0%
 Table​ ​21​ ​(All​ ​events​ ​in​ ​the​ ​time​ ​period​ ​2016/2017)
Event Event Event Repeat Repeats/Ne
Category Label Action Total/Returning Total/New Unique/Ret. Unique/New s/Ret. w
ProductD 47.8 246,1 43.3 175,18 32.6 28.3
Zoom etailPage Hover 684,841 5% 69 9% 2 1% 63,264 9% 3.91 3.89
BackImag 36.4 221,5 39.0 224,18 41.7 42.9
Product e Click 522,115 8% 13 0% 8 3% 95,858 8% 2.33 2.31
ProductD 6.93 53,39 9.39 13.8 17.6
Size​ ​Chart etailPage Click 99,171 % 6 % 74,183 1% 39,562 9% 1.34 1.35
Full 3.67 20,78 3.64 4.36 4.10
Product Screen Click 52,569 % 2 % 23,436 % 9,158 % 2.24 2.27
1.49 1.67 2.01 2.12
Product AltImage Click 21,256 % 9,490 % 10,776 % 4,747 % 1.97 2.00
MoreDeta 1.37 0.97 1.86 1.37
Product ils Click 19,592 % 5,437 % 9,975 % 3,048 % 1.96 1.78
Add​ ​to 1.08 0.80 1.53 1.18
Product Favorites Click 15,478 % 4,533 % 8,219 % 2,614 % 1.88 1.73
ZoomMobi 0.46 0.54 0.87 1.04
le fullscreen Click 6,606 % 3,063 % 4,686 % 2,338 % 1.41 1.31
Add​ ​Gift 0.20 0.19 0.33 0.32
Product Box Click 2,894 % 1,057 % 1,782 % 725 % 1.62 1.46
ProductD 0.17 0.16 0.33 0.33
LiveChat etailPage Click 2,445 % 909 % 1,756 % 725 % 1.39 1.25
ProductD 0.15 0.15 0.30 0.26
Contacts etailPage Click 2,190 % 832 % 1,634 % 577 % 1.34 1.44
MoreDesc 0.07 0.06 0.13 0.09
Product ription Click 1,001 % 327 % 689 % 204 % 1.45 1.60
Send-to-F 0.03 0.04 0.07 0.09
Product riend Click 500 % 220 % 388 % 199 % 1.29 1.11
0.03 0.02 0.06 0.05
LiveChat OSC Click 475 % 107 % 342 % 102 % 1.39 1.05
100. 567,8 100. 537,23 100. 223,12 100.
1,431,133 00% 35 00% 6 00% 1 00%
Table​ ​22​ ​(Non-converters​ ​on​ ​Desktop)
(01.05.2017​ ​-​ ​01.07.2017)

Event​ ​Category Event​ ​Label Event​ ​Action Total​ ​Events Unique​ ​Events
ProductDetailPag
1 Zoom e Hover 61.78% 46.17%
2 Product BackImage Click 26.47% 33.56%
ProductDetailPag
3 Size​ ​Chart e Click 6.58% 13.01%
4 Product Full​ ​Screen Click 3.51% 4.81%
5 Product Add​ ​to​ ​Favorites Click 0.69% 0.84%
6 Product AltImage Click 0.46% 0.77%
ProductDetailPag
7 LiveChat e Click 0.18% 0.29%
ProductDetailPag
8 Contacts e Click 0.14% 0.24%
9 Product Add​ ​Gift​ ​Box Click 0.08% 0.14%
10 Product Send-to-Friend Click 0.03% 0.05%
11 LiveChat OSC Click 0.03% 0.05%
12 ZoomMobile fullscreen Click 0.02% 0.04%
13 Product MoreDetails Click 0.02% 0.03%

Total​ ​amount​ ​of​ ​the​ ​events: 149203 56468

Table​ ​23​ ​(Non-converters​ ​on​ ​Tablet)
(01.05.2017​ ​-​ ​01.07.2017)
Event Unique
Category Event​ ​Label Event​ ​Action Total​ ​Events Events
1 Product BackImage Click 70.94% 62.13%
ProductDetailPag
2 Size​ ​Chart e Click 14.28% 22.23%
ProductDetailPag
3 Zoom e Hover 8.71% 8.68%
4 Product Full​ ​Screen Click 2.70% 2.69%
5 Product Add​ ​to​ ​Favorites Click 1.10% 1.29%
6 Product AltImage Click 1.01% 1.25%
7 Product MoreDetails Click 0.49% 0.55%
ProductDetailPag
8 Contacts e Click 0.25% 0.40%
9 Product Add​ ​Gift​ ​Box Click 0.21% 0.22%
10 ZoomMobile fullscreen Click 0.13% 0.23%
ProductDetailPag
11 LiveChat e Click 0.10% 0.20%
12 Product Send-to-Friend Click 0.08% 0.12%

Total​ ​amount​ ​of​ ​the​ ​events: 35821 17891

Table​ ​24​ ​(Non-converters​ ​on​ ​Mobile)
(01.05.2017​ ​-​ ​01.07.2017)

Event Unique
Category Event​ ​Label Event​ ​Action Total​ ​Events Events
1 Product BackImage Click 68.51% 61.46%
ProductDetailPag
2 Size​ ​Chart e Click 13.87% 20.74%
3 ZoomMobile fullscreen Click 8.78% 11.53%
ProductDetailPag
4 Zoom e Hover 5.28% 1.98%
5 Product Add​ ​to​ ​Favorites Click 1.37% 1.52%
6 Product AltImage Click 0.87% 0.98%
7 Product Add​ ​Gift​ ​Box Click 0.35% 0.51%
ProductDetailPag
8 Contacts e Click 0.27% 0.35%
9 Product Full​ ​Screen Click 0.24% 0.23%
10 Product MoreDetails Click 0.23% 0.35%
ProductDetailPag
11 LiveChat e Click 0.16% 0.26%
12 Product Send-to-Friend Click 0.06% 0.09%

Total​ ​amount​ ​of​ ​the​ ​events: 36580 20389

Table​ ​25​ ​(Converters​ ​on​ ​Desktop)
(01.05.2017​ ​-​ ​01.07.2017)
Event
Category Event​ ​Label Event​ ​Action Total​ ​Events Unique​ ​Events
ProductDetailPag
1 Zoom e Hover 61.62% 44.94%
2 Product BackImage Click 26.65% 33.27%
ProductDetailPag
3 Size​ ​Chart e Click 6.42% 13.67%
4 Product Full​ ​Screen Click 3.14% 4.66%
5 Product Add​ ​to​ ​Favorites Click 0.94% 1.25%
6 Product AltImage Click 0.62% 1.02%
ProductDetailPag
7 LiveChat e Click 0.20% 0.39%
8 Product Add​ ​Gift​ ​Box Click 0.20% 0.31%
ProductDetailPag
9 Contacts e Click 0.09% 0.19%
10 LiveChat OSC Click 0.08% 0.19%
11 Product Send-to-Friend Click 0.03% 0.05%
12 Product MoreDetails Click 0.01% 0.03%
13 ZoomMobile fullscreen Click 0.00% 0.02%

Total​ ​amount​ ​of​ ​the​ ​events: 80850 25903

Table​ ​26​ ​(Converters​ ​on​ ​Tablet)
(01.05.2017​ ​-​ ​01.07.2017)

Event
Category Event​ ​Label Event​ ​Action Total​ ​Events Unique​ ​Events
1 Product BackImage Click 74.16% 63.01%
ProductDetailPag
2 Size​ ​Chart e Click 14.20% 22.48%
ProductDetailPag
3 Zoom e Hover 5.76% 6.69%
4 Product Full​ ​Screen Click 2.08% 2.77%
5 Product Add​ ​to​ ​Favorites Click 1.44% 1.55%
6 Product AltImage Click 0.84% 1.07%
7 Product Add​ ​Gift​ ​Box Click 0.41% 0.57%
8 Product MoreDetails Click 0.41% 0.53%
ProductDetailPag
9 Contacts e Click 0.27% 0.47%
ProductDetailPag
10 LiveChat e Click 0.26% 0.57%
11 ZoomMobile fullscreen Click 0.11% 0.21%
12 Product Send-to-Friend Click 0.06% 0.07%
13 LiveChat OSC Click 0.01% 0.02%

Total​ ​amount​ ​of​ ​the​ ​events: 13300 5802

Table​ ​27​ ​(Converters​ ​on​ ​Mobile)
(01.05.2017​ ​-​ ​01.07.2017)

Event Unique
Category Event​ ​Label Event​ ​Action Total​ ​Events Events
1 Product BackImage Click 70.83% 61.55%
ProductDetailPag
2 Size​ ​Chart e Click 11.77% 20.13%
ProductDetailPag
3 Zoom e Hover 7.82% 3.98%
4 ZoomMobile fullscreen Click 5.68% 8.40%
5 Product Add​ ​to​ ​Favorites Click 1.44% 2.01%
6 Product AltImage Click 1.03% 1.50%
7 Product Add​ ​Gift​ ​Box Click 0.47% 0.66%
8 Product Full​ ​Screen Click 0.36% 0.43%
9 Product MoreDetails Click 0.25% 0.56%
ProductDetailPag
10 Contacts e Click 0.20% 0.46%
ProductDetailPag
11 LiveChat e Click 0.13% 0.30%
12 LiveChat OSC Click 0.01% 0.03%

Total​ ​amount​ ​of​ ​the​ ​events: 9085 3940

 Table​ ​28​ ​(Overall​ ​data​ ​of​ ​Events)

Event Event Total​ ​Event​ ​share Unique​ ​Event​ ​share

Event​ ​Label Event​ ​Description
Category Action
2015/2016 2016/2017 2015/2016 2016/2017

Product​ ​Detail
1 Zoom Page Hover Hover​ ​on​ ​zoom 62.39% 46.57% 34.53% 31.36%
Click​ ​on​ ​image
which​ ​shows
product​ ​from​ ​the
2 Product Back​ ​Image Click back 20.30% 37.20% 29.92% 42.09%

Product​ ​Detail Click​ ​on​ ​Size​ ​Chart 

3 Size​ ​Chart Page Click link​ ​from​ ​PDP 4.31% 7.63% 11.93% 14.96%
Click​ ​on​ ​"click​ ​to 
4 Product Fullscreen Click zoom"​ ​button 2.87% 3.67% 4.46% 4.29%
Click​ ​on 
"alternative 
5 Product Alt​ ​Image Click product​ ​image"  1.15% 1.54% 2.20% 2.04%
Click​ ​on​ ​"More
6 Product More​ ​Details Click details"​ ​button 7.53% 1.25% 13.64% 1.71%
Add​ ​to Click​ ​on​ ​"add​ ​to 
7 Product Favorites Click wishlist"​ ​button 0.64% 1.00% 1.32% 1.42%
Hover​ ​on​ ​zoom​ ​on 
8 ZoomMobile fullscreen Click PDP​ ​Mobile - 0.48% - 0.92%
Click​ ​on​ ​"add​ ​free 
9 Product Add​ ​Gift​ ​Box Click gift​ ​box"​ ​checkbox 0.10% 0.20% 0.26% 0.33%

Click​ ​on​ ​Live​ ​Chat 

button​ ​at​ ​the 
Product​ ​Detail
Checkout​ ​page
10 LiveChat Page Click 0.12% 0.17% 0.31% 0.33%

Product​ ​Detail Click​ ​on​ ​Contact 

11 Contacts Page Click Us​ ​button​ ​Button  0.12% 0.15% 0.32% 0.29%
More
12 Product Description Click 0.40% 0.07% 0.94% 0.12%

Click​ ​on​ ​"email" 

13 Product Send-to-Friend Click button​ ​at​ ​PDP 0.03% 0.04% 0.08% 0.08%

Click​ ​on​ ​Live​ ​Chat

14 LiveChat OSC Click button​ ​Button 0.04% 0.03% 0.10% 0.06%
Table​ ​29​ ​(Events​ ​on​ ​desktop​ ​devices)

Total​ ​Event​ ​share Unique​ ​Event​ ​share

Event Event
Category Event​ ​Label Action 2015/2016 2016/2017 2015/2016 2016/2017
1 Zoom Product​ ​Detail​ ​Page Hover 73.31% 61.49% 45.48% 45.12%
2 Product Back​ ​Image Click 13.13% 25.34% 23.50% 31.99%
3 Size​ ​Chart Product​ ​Detail​ ​Page Click 3.16% 5.87% 9.86% 12.44%
4 Product Fullscreen Click 2.71% 3.74% 4.85% 5.01%
5 Product Alt​ ​Image Click 0.75% 1.16% 1.76% 1.76%
6 Product More​ ​Details Click 5.83% 0.94% 11.79% 1.36%
7 Product Add​ ​to​ ​Favorites Click 0.53% 0.92% 1.20% 1.33%
8 LiveChat Product​ ​Detail​ ​Page Click 0.10% 0.15% 0.28% 0.29%
9 Product Add​ ​Gift​ ​Box Click 0.07% 0.15% 0.20% 0.26%
10 Contacts Product​ ​Detail​ ​Page Click 0.09% 0.11% 0.23% 0.21%
11 Product More​ ​Description Click 0.25% 0.04% 0.66% 0.07%
12 LiveChat OSC Click 0.03% 0.04% 0.11% 0.08%
13 Product Send-to-Friend Click 0.02% 0.03% 0.07% 0.07%
14 ZoomMobile fullscreen Click - 0.01% - 0.03%

Total​ ​number​ ​of​ ​Events: 2​ ​910​ ​260 1​ ​452​ ​047 684​ ​697 495​ ​744
Table​ ​30​ ​(Events​ ​on​ ​tablet​ ​devices)
Total​ ​Event​ ​share Unique​ ​Event​ ​share
Event Event
Category Event​ ​Label Action 2015/2016 2016/2017 2015/2016 2016/2017
1 Product Back​ ​Image Click 52.27% 66.92% 41.77% 58.12%

2 Size​ ​Chart Product​ ​Detail​ ​Page Click 10.84% 12.78% 17.54% 20.26%

3 Zoom Product​ ​Detail​ ​Page Hover 4.57% 6.79% 5.32% 7.20%

4 Product Fullscreen Click 4.99% 5.66% 4.16% 4.80%
5 Product More​ ​Details Click 19.84% 2.61% 21.88% 2.98%
6 Product AltImage Click 3.20% 2.46% 3.18% 2.57%

7 Product Add​ ​to​ ​Favorites Click 1.74% 1.54% 2.15% 2.01%

8 Product Add​ ​Gift​ ​Box Click 0.26% 0.35% 0.43% 0.50%

9 Contacts Product​ ​Detail​ ​Page Click 0.39% 0.33% 0.70% 0.58%

10 LiveChat Product​ ​Detail​ ​Page Click 0.26% 0.24% 0.50% 0.46%

11 Product More​ ​Description Click 1.50% 0.20% 2.13% 0.31%

12 ZoomMobile fullscreen Click - 0.07% 0.00% 0.13%

13 Product Send-to-Friend Click 0.04% 0.04% 0.09% 0.07%

14 LiveChat OSC Click 0.09% 0.01% 0.15% 0.02%

Total​ ​number​ ​of​ ​Events: 338​ ​520 308​ ​643 155​ ​215 144​ ​886
 Table​ ​31​ ​(Events​ ​on​ ​mobile​ ​devices)

Total​ ​Event​ ​share Unique​ ​Event​ ​share

Event Event
Category Event​ ​Label Action 2015/2016 2016/2017 2015/2016 2016/2017
1 Product Back​ ​Image Click 56.06% 70.96% 52.97% 64.53%

2 Size​ ​Chart Product​ ​Detail​ ​Page Click 8.37% 11.68% 16.84% 18.99%

3 Zoom Product​ ​Detail​ ​Page Hover 18.79% 7.19% 7.82% 3.64%

4 ZoomMobile Fullscreen Click - 3.90% - 5.60%
5 Product Alt​ ​Image Click 2.83% 2.65% 3.52% 2.59%

6 Product More​ ​Details Click 10.29% 1.38% 13.50% 1.62%

7 Product Add​ ​to​ ​Favorites Click 0.54% 0.79% 0.87% 1.11%

8 Product Fullscreen Click 1.98% 0.68% 2.45% 0.68%

9 Product Add​ ​Gift​ ​Box Click 0.17% 0.31% 0.34% 0.43%

10 LiveChat Product​ ​Detail​ ​Page Click 0.13% 0.17% 0.26% 0.31%

11 Contacts Product​ ​Detail​ ​Page Click 0.16% 0.16% 0.28% 0.29%

12 Product Send-to-Friend Click 0.06% 0.06% 0.13% 0.12%

13 Product More​ ​Description Click 0.58% 0.06% 0.99% 0.08%

14 LiveChat OSC Click 0.02% 0.00% 0.01% 0.01%

Total​ ​number​ ​of​ ​Events: 280414 238,277 119,729 110889

Quick​ ​shop​ ​page
Quic​ ​shop​ ​print​ ​screens​ ​of​ ​competitors
Eileen​ ​Fisher

​ ​Elie​ ​Tahari:
Hugo​ ​BOSS:

The​ ​Talbots:
The​ ​Theory:

Vince:
JCrew:
Product​ ​Page
Table​ ​32​ ​(The​ ​overall​ ​checkout​ ​data)

Desktop Tablet Mobile

Total​ ​Form​ ​Visits 2496 1085 589

Form​ ​Starters 2264 966 520

(91%) (89%) (88%)

Form​ ​Conversions 943 360 181

(42%) (37%) (35%)

Conversion​ ​Rate​ ​% 38% 33% 31%

Fail​ ​Rate​ ​% 58% 63% 65%

Table​ ​33​ ​(The​ ​overall​ ​data​ ​of​ ​the​ ​Most​ ​Corrected​ ​Fields)

Desktop Tablet Mobile

Total​ ​Interactions 275​ ​620 112​ ​339 53​ ​837

Total​ ​Corrections 7423 2415 1690

Avg.​ ​Corrections​ ​per 3.28 2.5 3.25

Form​ ​Starter

Correction​ ​rate​ ​% 2.7% 2.1% 3.14%

 Table​ ​34​ ​(The​ ​most​ ​corrected​ ​fields​ ​by​ ​the​ ​highest​ ​correction​ ​percentage)

Desktop Tablet Mobile

17%​ ​-​ ​Gift​ ​card​ ​code 17%​ ​-​ ​Save​ ​Card​ ​Details 16%​ ​-​ ​Billing​ ​Street​ ​Address
(121​ ​interactions) (330​ ​interactions) Line​ ​2
(743​ ​interactions)

17%​ ​-​ ​Billing​ ​Street​ ​Address 13%​ ​-​ ​Coupon​ ​code 16%​ ​-​ ​(Shipping)
Line​ ​2​ ​(3822) (658) State/Region​ ​(dropdown)
(122)

15%​ ​-​ ​Shipping​ ​Street​ ​Address 11%​ ​-​ ​Shipping​ ​Street​ ​Address 11%​ ​-​ ​Place​ ​the​ ​order
Line​ ​2​ ​(1851) Line​ ​2​ ​(651) (61)

11%​ ​-​ ​Login​ ​button 8%​ ​-​ ​Billing​ ​Street​ ​Address 11%​ ​-​ ​Submit​ ​form
(Submit->Error->Returns) Line​ ​2 (28)
(1211) (1210)

9%​ ​-​ ​Become​ ​a​ ​registered 7%​ ​-​ ​Place​ ​the​ ​order 8%​ ​-​ ​Shipping​ ​Street​ ​2
customer​ ​ ​(436) (26) (361)

8%​ ​-​ ​Place​ ​the​ ​order 6%​ ​-​ ​(Shipping)​ ​City​ ​(1356) 7%​ ​-​ ​Shipping​ ​Street​ ​1
(629) (1081)

Table​ ​35​ ​(Desktop​ ​users)

Corrections Total
Field Interactions Re-focuses Deletes Cursors
percent Corrections

Credit​ ​Card​ ​Number​ ​Details 3% 37363 157 628 244 1029

(Billing)​ ​E-mail 1% 30003 14 401 27 442

(Billing)​ ​Street​ ​Address​ ​Line​ ​1 3% 28616 59 684 38 781

Username 4% 22007 17 853 68 938
Password 1% 18445 180 0 0 180

(Billing)​ ​Telephone 2% 17204 38 222 6 266

(Billing)​ ​City 1% 15115 38 168 14 220

(Billing)​ ​First​ ​Name 1% 13010 7 144 19 170

(Billing)​ ​Last​ ​Name 1% 12672 35 125 14 174

(Payment)​ ​CCV​ ​code 2% 11366 71 135 23 229

(Billing)​ ​Postcode 2% 8945 50 123 10 183

(Shipping)​ ​Street​ ​Line​ ​1 5% 6258 28 262 6 296

(Shipping)​ ​Telephone 2% 3944 79 0 5 84

(Billing)​ ​State 6% 3839 123 14 78 215

(Billing)​ ​Street​ ​Address​ ​Line​ ​2 17% 3822 81 564 8 653

(Billing)​ ​Password 2% 3711 59 0 0 59

(Shipping)​ ​City 3% 3228 23 86 0 109
(Shipping)​ ​Postcode 6% 1930 24 94 1 119

(Shipping)​ ​Street​ ​Line​ ​2 15% 1851 28 223 20 271

Place​ ​the​ ​Order 8% 1601 122 0 9 131

(Payment)​ ​Save​ ​Credit​ ​Card
details 3% 1305 15 0 30 45
Log-in 11% 1211 129 0 0 129
Coupon​ ​code 7% 1015 8 65 0 73

Table​ ​36​ ​(Tablet​ ​users)

Corrections
Field Interactions Re-focuses Deletes Total​ ​Corrections
percent

Credit​ ​Card​ ​Number​ ​Details 2% 16216 24 293 317

(Billing)​ ​E-mail 1% 12036 15 158 173
(Billing)​ ​Street​ ​Address​ ​Line​ ​1 2% 11653 11 254 265
Username 4% 11338 22 413 435
Password 1% 9736 69 0 69
(Billing)​ ​Telephone 1% 7024 2 51 53
(Billing)​ ​City 1% 5579 12 50 62
(Billing)​ ​First​ ​Name 3% 4658 3 120 123
(Billing)​ ​Last​ ​Name 1% 4468 9 57 66
(Payment)​ ​CCV​ ​code 1% 4204 8 16 24
(Billing)​ ​Postcode 1% 3705 8 44 52
(Shipping)​ ​Street​ ​1 6% 3043 6 191 197
(Shipping)​ ​Telephone 2% 1481 1 23 24
(Shipping)​ ​City 6% 1356 3 73 76

(Billing)​ ​Street​ ​Address​ ​Line​ ​2 8% 1210 10 89 99

(Billing)​ ​Password 1% 1205 13 0 13
(Shipping)​ ​First​ ​name 1% 865 2 5 7
(Shipping)​ ​Post​ ​Code 4% 863 2 36 38
Coupon​ ​code 13% 658 5 82 87

(Billing)​ ​Street​ ​Address​ ​Line​ ​2 11% 651 3 67 70

(Payment)​ ​Save​ ​Credit​ ​Card
details 14% 330 0 0 46

Table​ ​37​ ​(Mobile​ ​users)

Corrections
Field Interactions Re-focuses Deletes Total​ ​Corrections
percent

Username 5% 7291 7 346 353

Credit​ ​Card​ ​Number​ ​Details 3% 6993 18 193 211
Password 1% 6050 49 0 49
(Billing)​ ​Street​ ​Address​ ​Line​ ​1 4% 5273 12 174 186
(Billing)​ ​E-mail 3% 5149 2 175 177
(Billing)​ ​Telephone 3% 3389 6 81 87
(Billing)​ ​City 1% 2364 4 25 29
(Billing)​ ​Last​ ​Name 3% 2213 9 58 67
(Billing)​ ​First​ ​Name 3% 2079 0 61 61
(Billing)​ ​Postcode 3% 1940 6 46 52
(Payment)​ ​CCV​ ​code 1% 1902 7 5 12
(Shipping)​ ​Street​ ​1 7% 1081 1 71 72
(Billing)​ ​Street​ ​Address​ ​Line​ ​1 16% 743 7 114 121
(Shipping)​ ​Telephone 3% 551 0 14 14
(Payment)​ ​CCV​ ​code 1% 528 4 0 4
(Payment)​ ​Credit​ ​Card
Expiration​ ​Month 1% 500 6 0 6
(Payment)​ ​Credit​ ​Card
Expiration​ ​Year 1% 486 3 0 3
(Billing)​ ​State 5% 467 23 0 23
(Shipping)​ ​City 2% 407 1 8 9
Table​ ​38​ ​(The​ ​most​ ​popular​ ​dropoffs​ ​by​ ​the​ ​percentage​ ​of​ ​total​ ​drop​ ​offs)

Desktop Tablet Mobile

23%​ ​-​ ​Submit​ ​the​ ​form 15%​ ​-​ ​(Billing)​ ​E-mail 20%​ ​-​ ​Login​ ​button
(308​ ​drop-offs) (90​ ​drop-offs) (68​ ​drop-offs)

20%​ ​-​ ​Login​ ​button 14%​ ​-​ ​Login​ ​button 14%​ ​-​ ​(Billing)​ ​E-mail
(260) (87) (47)

9%​ ​-​ ​Place​ ​order 12%​ ​-​ ​Change​ ​the​ ​Billing 7%​ ​-​ ​Change​ ​the​ ​Billing​ ​Address
(117) Address​ ​ ​(47) (24)

7%​ ​-​ ​(Billing)​ ​E-mail 6%​ ​-​ ​(Billing)​ ​CCV​ ​code 7%​ ​-​ ​Password
(96) (44) (23)

7%​ ​-​ ​Change​ ​the​ ​Billing​ ​Address 5%​ ​-​ ​Subscribe​ ​Newsletter 5%​ ​-​ ​Submit​ ​the​ ​form
(91) (39) (20)
Request​ ​a​ ​catalog​ ​form
Table​ ​39​ ​(Overall​ ​statistics​ ​of​ ​Request​ ​catalog​ ​form​ ​by​ ​Formisimo)
(14.06.2017​ ​-​ ​22.07.2017)
Desktop Tablet Mobile
Total​ ​visits 80 17 64
Form​ ​starters 67​ ​(84%) 12​ ​(71%) 54​ ​(84%)
Conversions 22 3 12

Dropoffs​ ​from​ ​those​ ​who

started​ ​to​ ​fill​ ​the​ ​form 45 9 42
Conversion​ ​rate​ ​% 28% 18% 19%
Lost​ ​Visitors 72% 82% 81%

Table​ ​40​ ​(The​ ​Popular​ ​Drop-offs​ ​of​ ​Request​ ​catalog​ ​form​ ​by​ ​Formisimo)
(14.06.2017​ ​-​ ​22.07.2017​ ​)
Desktop Tablet Mobile
%​ ​of​ ​Total %​ ​of​ ​Total %​ ​of​ ​Total
Field Drop​ ​Offs Drop​ ​Offs Drop​ ​Offs
Drop​ ​Offs Drop​ ​Offs Drop​ ​Offs
Name:​ ​firstname​ ​ID:
firstname 26 58% 3 33% 24 57%
Name:​ ​ID:​ ​submit 12 27% 3 33% 10 24%
Name:​ ​state​ ​ID: 2 4% 0 0% 0 0%
Name:​ ​confirm_email​ ​ID:
confirm_email 2 4% 0 0% 2 5%
Name:​ ​lastname​ ​ID:
lastname 1 2% 0 0% 1 2%
Name:​ ​captcha​ ​ID:
captcha 1 2% 1 11% 1 2%
Name:​ ​city​ ​ID:​ ​city 1 2% 1 11% 0 0%
Name:​ ​mail​ ​ID:​ ​mail 0 0% 0 0% 1 2%
Name:​ ​street​ ​ID:​ ​street 0 0% 1 11% 0 0%
Name:​ ​zip​ ​ID:​ ​zip 0 0% 0 0% 1 2%
Name:​ ​email​ ​ID:​ ​email 0 0% 0 0% 2 5%
Name:​ ​apartment​ ​ID:
apartment 0 0% 0 0% 0 0%
 Customer​ ​Registration​ ​form
Table​ ​41​ ​(Overall​ ​statistics​ ​of​ ​Customer​ ​Registration​ ​form​ ​by​ ​Formisimo)
(14.06.2017​ ​-​ ​22.07.2017)

Desktop Tabet Mobile

Total​ ​visits 304 84 43

Form​ ​starters 269​ ​(88%) 74​ ​(88%) 38​ ​(88%)
Conversions 98 21 10
Conversion​ ​rate​ ​% 32% 25% 23%

Lost​ ​Visitors 68% 75% 77%

Table​ ​42​ ​(The​ ​Popular​ ​Drop-offs​ ​of​ ​Customer​ ​Registration​ ​form​ ​by​ ​Formisimo)
(14.06.2017​ ​-​ ​22.07.2017)

Desktop Tablet Mobile

Drop %​ ​of​ ​Total Drop %​ ​of​ ​Total %​ ​of​ ​Total

Field Offs Drop​ ​Offs Offs Drop​ ​Offs Drop​ ​Offs Drop​ ​Offs

Name:​ ​ID: 83 49% 20 38% 13 46%

Name:​ ​firstname​ ​ID:​ ​firstname 67 39% 27 51% 13 46%

Name:​ ​confirmation​ ​ID:​ ​confirmation 6 4% 3 6% 1 4%

Name:​ ​email​ ​ID:​ ​email_address 5 3% 2 4% 1 4%

Name:​ ​password​ ​ID:​ ​password 5 3% 1 2% 0 0%

Name:​ ​is_subscribed​ ​ID:​ ​is_subscribed 4 2% 0 0% 0 0%

Name:​ ​lastname​ ​ID:​ ​lastname 1 1% 0 0% 0 0%

Navigation​ ​summary​ ​of​ ​the​ ​Cart​ ​page
(In​ ​periods​ ​01.07.2015​ ​-​ ​31.06.2016​ ​and​ ​01.07.2016​ ​-​ ​01.07.2017)

Table​ ​43​ ​(Pageviews​ ​in​ ​sessions​ ​on​ ​the​ ​Desktop​ ​devices)

2015/2016 2016/2017
Previous​ ​Page​ ​Path Pageviews %​ ​share Pageviews %​ ​share
/ProductPage 69,771 58.54% 65,022 56.51%
/onestepcheckout/ 5,041 4.23% 7,067 6.14%
/ 6,153 5.16% 5,955 5.18%
/?view=size 330 0.28% 3,317 2.88%
/customer/account/ 1,197 1.00% 1,884 1.64%
/checkout/onepage/success/ 1,781 1.49% 1,263 1.10%
/customer/account/login/ 970 0.81% 1,065 0.93%

/-outfits.html 396 0.33% 1,046 0.91%

/customer/account/index/ 1,705 1.43% 1,018 0.88%
/sale.html 1,573 1.32% 829 0.72%
Others 30,269 25.40% 26,590 23.11%
119,186 115,056

2015/2016 2016/2017
Next​ ​Page​ ​Path Pageviews %​ ​share Pageviews %​ ​share
/onestepcheckout/ 24,187 22.56% 27,400 26.40%
/sale.html 4,523 4.22% 3,957 3.81%

/outfits.html 1,442 1.34% 2,761 2.66%

/paypal/express/review/ 2,195 2.05% 2,648 2.55%
/outfits.html 0 0.00% 2,092 2.02%
/ 1,988 1.85% 2,082 2.01%
/ProductPage 1,847 1.72% 1,526 1.47%
/customer/account/login/ 999 0.93% 1,338 1.29%
/new-arrivals.html 4,824 4.50% 1,319 1.27%
/customer/account/ 726 0.68% 942 0.91%
others 64,483 60.14% 57,723 55.62%
107,214 103,788
Table​ ​44​ ​(Pageviews​ ​in​ ​sessions​ ​on​ ​the​ ​Tablet​ ​devices)

2015/2016 2016/2017
Previous​ ​Page​ ​Path Pageviews ​ ​%​ ​share Pageviews ​ ​%​ ​share
/ProductPage 11,533 59.02% 13,483 50.75%
/onestepcheckout/ 1,159 5.93% 3,128 11.77%
/ 744 3.81% 1,922 7.23%
/checkout/onepage/success/ 754 3.86% 961 3.62%

/size-guide-popup/?view=size 57 0.29% 603 2.27%

/customer/account/ 226 1.16% 339 1.28%
/sale-all-sale.html 132 0.68% 236 0.89%

/women-new-arrivals-outfits.html 38 0.19% 198 0.75%

/sale.html 151 0.77% 122 0.46%
/customer/account/index/ 179 0.92% 104 0.39%
others 4,569 23.38% 5,470 20.59%
19,542 26,566

2015/2016 2016/2017
Next​ ​Page​ ​Path Pageviews %​ ​share Pageviews %​ ​share
/onestepcheckout/ 2,977 16.22% 4,494 19.01%
/sale.html 1,413 7.70% 1,206 5.10%
/women-new-arrivals-outfits.html 330 1.80% 1,046 4.42%
/ProductPage 499 2.72% 942 3.98%
/women-outfits.html 0 0.00% 942 3.98%
/ 254 1.38% 622 2.63%
/paypal/express/review/ 415 2.26% 424 1.79%
/special-sizes.html 0 0.00% 358 1.51%
/customer/account/login/ 264 1.44% 292 1.24%
/women-new-arrivals.html 1,263 6.88% 245 1.04%
Others 10,940 59.60% 13,071 55.29%
18,355 23,642
Table​ ​45​ ​(Pageviews​ ​in​ ​sessions​ ​on​ ​the​ ​Tablet​ ​devices)

2015/2016 2016/2017
Previous​ ​Page​ ​Path Pageviews %​ ​share Pageviews %​ ​share
/ProductPage 17,827 57.70% 19,645 51.26%
/ 1,517 4.91% 2,685 7.01%
/onestepcheckout/ 1,093 3.54% 1,922 5.01%
/?view=size 66 0.21% 952 2.48%
/customer/account/ 245 0.79% 660 1.72%
/checkout/onepage/success/ 396 1.28% 546 1.42%
/sale.html 433 1.40% 349 0.91%
/outfits.html 38 0.12% 283 0.74%
/customer/account/index/ 236 0.76% 236 0.62%
/customer/account/login/ 151 0.49% 236 0.62%
others 8,892 28.78% 10,813 28.21%
30,894 38,327

2015/2016 2016/2017
Next​ ​Page​ ​Path Pageviews %​ ​share Pageviews %​ ​share
/onestepcheckout/ 5,936 22.87% 8,555 26.72%
/ 1,753 6.75% 1,771 5.53%
/ProductPage 942 3.63% 1,423 4.44%
/sale.html 763 2.94% 1,225 3.83%
/paypal/express/review/ 763 2.94% 961 3.00%
/outfits.html 47 0.18% 471 1.47%
/login/ 198 0.76% 433 1.35%
/outfits.html 75 0.29% 396 1.24%
/dresses.html 132 0.51% 236 0.74%
/customer/account/ 132 0.51% 170 0.53%
Others 15,216 58.62% 16,378 51.15%
25,957 32,019