Dune London

Client

Project

Mobile landing pages

My role

Senior Product Designer

Summary

With more than 48% of all website views and a third of revenue originating from mobile devices each month, their mobile site was in dire need of rejuvenation to maximise sales and meet their consumers' expectations.

The problem

The landing pages had a high bounce rate, were slow to load, had an outdated carousel whose secondary and tertiary slides weren’t getting much click through and the additional navigation was taking up precious real estate.

Goals

Reduce the bounce rate

Improve conversion

Improve click-through rate

Improve legibility of text

Improve the consistency of styling and imagery in line with future direction

Create reusable components for consistency and speed of development

My role

As lead designer on this project I worked with our analytics team and a project manager, reporting directly to the Director of E-Commerce

The process

Competitor analysis

Review analytics

Consult stakeholders

Establish key objectives

Concept test with customers

Stakeholder review

Initial UI exploration

Initial wireframes

Iterate designs

Final design

Present to stakeholders

Development

Iterate

Multi-variant test

The process

Competitor analysis

Review analytics

Consult stakeholders

Initial UI exploration

Initial wireframes

Establish key objectives

Stakeholder review

Concept test with customers

Iterate designs

Development

Present to stakeholders

Final design

Multi-variant test

Iterate

The process

Competitor
analysis

Review
analytics

Establish key objectives

Consult
stakeholders

Initial wireframes

Initial UI exploration

Concept test with customers

Stakeholder
review

Iterate designs

Final design

Development

Present to stakeholders

Multi-variant test

Iterate

Insights

User testing showed our customers struggled to navigate the existing landing pages and felt they looked outdated. The accordion navigation was confusing and the carousel considered “distracting” and “irritating” with high click through on the first image and very little on tertiary imagery.

Considerations

The entire site was built on a legacy custom content management system. Site load speed was sluggish and the landing pages all used carousels which compressed imagery to a point it was unsuitable for retina devices. The new design needed to be able to serve retina imagery quickly and be clean and easy to navigate.

Limited resources meant the design would be A/B tested but we wouldn’t have the opportunity to do formal lab sessions with users and as such would have to rely on tracking data to highlight problem areas. An iterative process was agreed upon.

Outcome

Multi-variant testing (MVT) was conducted with a 50% split of traffic to the new and old design with tracking implemented to observe click through rates.

After the first test we saw:

0.5% increase in mobile conversion in the first month

Increasing to an average of 1% increase in mobile conversion in the first 3 months

2.03% increase in mobile revenue within 6 months

Average order value increased by £5.32 within 6 months

18.7% increase in traffic to the mobile site in the first month

6% improvement in mobile bounce rate in 3 months

Conversion

in the first month

Conversion

in the first 3 months

Mobile revenue

within 6 months

Average order value

within 6 months

Bounce rate

in 3 months

Mobile traffic

in the first month

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