Solving a 17% drop in online sale
Solving a 17% drop in online sale
Duration: 3 Days
Role : UX Researcher
Collaborative UX research
Introduction
Introduction
Roots Canada is a well-established Canadian retail brand that is renowned for its high-quality outdoor-inspired apparel and leather goods. Founded in 1973 in Toronto, Roots has become an iconic name in Canadian fashion. The company has a strong emphasis on promoting Canadian identity and values, making it a beloved and recognizable brand in the country.
Duration: 3 Days
Role : UX Researcher
Collaborative UX research
Introduction
Roots Canada is a well-established Canadian retail brand that is renowned for its high-quality outdoor-inspired apparel and leather goods. Founded in 1973 in Toronto, Roots has become an iconic name in Canadian fashion. The company has a strong emphasis on promoting Canadian identity and values, making it a beloved and recognizable brand in the country.
Project Context
Project Context
Roots Canada noticed a significant drop in online sales (17% drop) for the desktop and mobile responsive versions of their website for the past three months. The number of visitors coming to the site is roughly the same but for some unknown reason, fewer customers find products or complete their online purchases. Roots would like to understand why customers are not completing their online purchases.
Project Context
Roots Canada noticed a significant drop in online sales (17% drop) for the desktop and mobile responsive versions of their website for the past three months. The number of visitors coming to the site is roughly the same but for some unknown reason, fewer customers find products or complete their online purchases. Roots would like to understand why customers are not completing their online purchases.
Objective
Objective
The goal is to identify the root causes of the fall in online sales and address them. Our goal is to offer useful insights that will maximize Roots Canada's online sales performance and guarantee that the positive reaction to the redesign of the buy flow leads to long-term consumer pleasure and company success.
Objective
The goal is to identify the root causes of the fall in online sales and address them. Our goal is to offer useful insights that will maximize Roots Canada's online sales performance and guarantee that the positive reaction to the redesign of the buy flow leads to long-term consumer pleasure and company success.
How Might We ?
How Might We ?
How Might We ?
How might we improve the user experience and increase conversion rates to understand why customers are not completing their online purchases at Roots Canada?
Hypotheses
Hypotheses
Roots Canada noticed a significant drop in online sales (17% drop) for the desktop and mobile responsive versions of their website for the past three months. The number of visitors coming to the site is roughly the same but for some unknown reason, fewer customers find products or complete their online purchases. Roots would like to understand why customers are not completing their online purchases.
01
There are usability problems within the Roots Canada website that is affecting online purchases.
02
Users have difficulty in completing task within the purchase path of Roots Canada.
03
The website has poor navigation and does not support the user's decision making process.
04
The website has poor navigation and does not support the user's decision making process.
Hypotheses
Roots Canada noticed a significant drop in online sales (17% drop) for the desktop and mobile responsive versions of their website for the past three months. The number of visitors coming to the site is roughly the same but for some unknown reason, fewer customers find products or complete their online purchases. Roots would like to understand why customers are not completing their online purchases.
01
There are usability problems within the Roots Canada website that is affecting online purchases.
02
Users have difficulty in completing task within the purchase path of Roots Canada.
03
The website has poor navigation and does not support the user's decision making process.
04
The website has poor navigation and does not support the user's decision making process.
Research Questions
Research Questions
01
Identify any usability issues that may be causing a decrease in online purchases on Roots Canada's website
02
Identify any purchase path issues that may restrict users in completing the purchase.
03
Analyze the website’s efficiency in encouraging and guiding customers towards product purchase.
Research Questions
01
Identify any usability issues that may be causing a decrease in online purchases on Roots Canada's website
02
Identify any purchase path issues that may restrict users in completing the purchase.
03
Analyze the website’s efficiency in encouraging and guiding customers towards product purchase.
Methods
Methods
Methods
01
Heuristic Analysis
Conducting a heuristic analysis using Jakob Nielsen's Usability Heuristics can be a valuable approach for identifying existing website issues on the Roots Canada website. The 10 heuristic principles helped to provide a structured and systematic approach to evaluating the Roots Canada website's usability, helping to identify existing issues and areas of improvements to enhance the overall user experience.
10 Heuristic Principles
02
Competitor Analysis
We performed a competitive analysis to identify problems users might encounter on the Roots Canada website. Initially, we considered Puma, Amazon, and Adidas as key competitors for this analysis, given their established status. We believed that examining these websites would provide valuable insights for our assessment. The criteria chosen were
Business comparison
User comparison
Usability heuristics
SWOT analysis
Problems & Solutions
Problems & Solutions
01
Problem
There is no option to combine gift card with any other payment method, which could be frustrating for users and might often lead to cancel the purchase decision
Severity: High
The presentation of payment methods on the website is not reassuring. Some logos appear faded, creating the impression that these payment options may currently be inactive or unavailable.
Proposed Solution
Provide option to combine any one of the payment mode when users decides to add gift card. Conducting an A/B test on both versions will help determine that most user prefers for the website version that allows combining payment modes with gift cards.
02
Problem
Products doesn’t have a lot of reviews are compared to other websites.
Severity: Medium
The user review page is quite difficult and seems like a survey form, and has a significant cognitive load, which might explain why there are so few reviews. It may result in a loss of revenue, because consumers are more likely to look for reviews and photographs from existing users before purchasing the item.
Proposed Solution
Streamline the review process by providing a simple and user-friendly interface. Avoid lengthy forms and make it a quick and hassle-free experience. An A/B test with a version of website with a simpler user review system considerably enhance purchase experience, thereby increasing sale.
03
Problem
Towards the final page, due to high number of UI flaws the overall website feels so basic, potentially leading to users abandoning their journey.
Severity: High
The website fails to display shipping charges and tax amounts before advancing to the checkout, and there is no option to input a PIN code to verify the item's deliverability. The label 'Next: Payment' on the button appears confusing; it could be improved by changing it to 'Proceed' or 'Proceed to Payment' for better clarity.
Proposed Solution
Maintain a consistent design language throughout the website. Use a cohesive color scheme, typography, and styling to create a unified and professional look. An A/B test with a version of website with a cleaner and easy to understand UI would considerably enhance purchase experience, thereby increasing sale.
Problems & Solutions
01
Problem
There is no option to combine gift card with any other payment method, which could be frustrating for users and might often lead to cancel the purchase decision
Severity: High
The presentation of payment methods on the website is not reassuring. Some logos appear faded, creating the impression that these payment options may currently be inactive or unavailable.
Proposed Solution
Provide option to combine any one of the payment mode when users decides to add gift card. Conducting an A/B test on both versions will help determine that most user prefers for the website version that allows combining payment modes with gift cards.
02
Problem
Products doesn’t have a lot of reviews are compared to other websites.
Severity: Medium
The user review page is quite difficult and seems like a survey form, and has a significant cognitive load, which might explain why there are so few reviews. It may result in a loss of revenue, because consumers are more likely to look for reviews and photographs from existing users before purchasing the item.
Proposed Solution
Streamline the review process by providing a simple and user-friendly interface. Avoid lengthy forms and make it a quick and hassle-free experience. An A/B test with a version of website with a simpler user review system considerably enhance purchase experience, thereby increasing sale.
03
Problem
Towards the final page, due to high number of UI flaws the overall website feels so basic, potentially leading to users abandoning their journey.
Severity: High
The website fails to display shipping charges and tax amounts before advancing to the checkout, and there is no option to input a PIN code to verify the item's deliverability. The label 'Next: Payment' on the button appears confusing; it could be improved by changing it to 'Proceed' or 'Proceed to Payment' for better clarity.
Proposed Solution
Maintain a consistent design language throughout the website. Use a cohesive color scheme, typography, and styling to create a unified and professional look. An A/B test with a version of website with a cleaner and easy to understand UI would considerably enhance purchase experience, thereby increasing sale.
Conclusion
Conclusion
The results from the heuristic and competitive analysis show that difficulty in using website, issues with the purchase process and navigation are likely reasons for the drop in online sales for Roots Canada.
Improving the website experience can help solve these issues, making online shopping easier for customers. This could lead to increased sales and greater customer satisfaction.
It's important to continue testing and gathering feedback to ensure that changes are effective and meet the needs of Roots Canada's online shoppers.
Conclusion
The results from the heuristic and competitive analysis show that difficulty in using website, issues with the purchase process and navigation are likely reasons for the drop in online sales for Roots Canada.
Improving the website experience can help solve these issues, making online shopping easier for customers. This could lead to increased sales and greater customer satisfaction.
It's important to continue testing and gathering feedback to ensure that changes are effective and meet the needs of Roots Canada's online shoppers.
Let's create
something
extraordinary
together.
Let's create
something
extraordinary
together.
Let's create something extraordinary together.
Available for freelance
Back to top
Back to top
Available for freelance
Back to top
Back to top
Available for freelance
Back to top
Back to top