Revamping the information architecture of We-Vibe to enhance user experience, increase conversion rates, minimize bounce rates, and improve SEO rankings.
We-Vibe is a pioneer in crafting and producing cutting-edge pleasure products for couples and individuals. World-class engineers and industrial designers collaborate closely with sexual wellness experts, doctors, and consumers to create intimate products that harmonize with the human body. It is a member of WOW tech, a global leader in designing, manufacturing, and marketing premium intimate pleasure products.
In 2020, I joined WOW Tech as an SEO Specialist in the product team. From the beginning, it was evident that We-vibe digital-to-consumer (D2C) channels faced substantial challenges:
Bounce rate of 59%
Conversion rate of 3%
Difficulties in ranking for major keywords (KWs)
To address these issues, a cross-functional team was formed, comprising members from the product, digital marketing, and brand teams. The primary stakeholders of the initiative were the UX, SEO, and content functions.
The project scope was to enhance the website structure and landing pages, with a focus on improving bounce rates, conversion rates, and KW rankings. The project began with desktop redesign, as the product team traditionally initiated updates from desktop, making it easier for the branding team to monitor the changes.
I spearheaded the initial phase of research and data collection, leveraging Google Analytics to identify the fundamental issue. The results were remarkably evident—82% of users were concluding their interaction when they reached the category detail pages (CDP). This pattern persisted whether users entered the page from the home page or landed directly from any D2C channel. This insight played a pivotal role in shaping the subsequent stages of our optimization strategy.
We designed a tailored questionnaire to examine users' behaviors, specifically aiming to understand the reasons behind their conclusion of interaction upon reaching the CDPs. Through 17 user interviews conducted via Teams, we gathered a diverse and insightful set of responses. The interviewers included myself, the UX specialist, and a Content Manager, each rotating as the designated moderator in various sessions, while other team members documented the discussions.
User interviews unveiled a primary issue: the products were situated deep down on the page, nearly concealed. This placement caused users to encounter difficulty in finding them, resulting in confusion, frustration, and ultimately leading to bouncing.
To comprehensively address the identified challenges, we executed targeted measures:
Optimized Product Visibility: Recognizing the need for immediate user engagement, we strategically elevated the placement of products higher on the page. Ensuring that at least the first product is above the fold (ATF) aimed to capture users' attention right from the outset.
SEO-Conscious Design: To maximize revenue generation without sacrificing user experience, we adhered to SEO standards. This approach aimed to enhance the visibility of the CDPs on search engines while maintaining a seamless and user-friendly interface.
CRM Integration for Enhanced Engagement: Acknowledging the importance of ongoing user connections, we introduced a CRM segment into the page. This segment was specifically crafted to encourage users to subscribe via email, fostering a direct and continuous relationship.
These strategic decisions were driven by the overarching goal to elevate user satisfaction, align with SEO best practices, and unlock the revenue potential of the CDPs by creating an engaging and conversion-friendly experience.
To comprehensively address the identified issues, we implemented a series of strategic changes:
Eliminated Unnecessary Elements: The hero image, which added no value to the user experience, was removed. This decision was made to prevent products from being pushed below the fold and to enhance the overall clarity of the page
SEO-Focused Retention: While streamlining, we retained essential elements like the title and introductory text. This retention was done with SEO optimization in mind, ensuring that crucial elements contributed to the page's visibility
Maintained Filtering Functionality: Retained filtering functionality for users to easily refine content searches
Strategic Product Placement: To improve visibility, the product listings were positioned immediately after the introductory content. This adjustment ensured that the first product always remained above the fold on all devices, maximizing user engagement
Engagement Through CRM: A CRM module was introduced after the product listings to actively promote email subscriptions. This strategic addition aimed to enhance user engagement and foster a more direct relationship
SEO-Optimized Content: At the bottom of the CDP, a lengthy SEO-optimized text was incorporated. This addition was made to satisfy SEO standards without compromising the user experience and conversion rates
These comprehensive adjustments collectively aimed to create a more streamlined and effective user journey on the category detail pages, addressing the identified issues and optimizing the overall user experience.
We conducted usability testing to assess the effectiveness of the new designs. Users consistently reported that the redesigned interface was intuitive, easy to understand, and facilitated finding and purchasing products with great ease.
We introduced the redesigned CDP structure, employing a responsive design approach to guarantee an optimal user experience on various devices. This strategic enhancement aimed to provide users with a seamless and engaging journey, regardless of whether they accessed the page from a desktop, tablet, or mobile device. The responsive design not only prioritized visual appeal but also focused on functionality and accessibility, ensuring users could easily navigate, explore, and interact with the content, ultimately enhancing their overall satisfaction and interaction with the CDPs. We utilized existing assets to expedite the process.
The enhanced user experience resulted in a more intuitive navigation, making it easier for users to find products and complete purchases:
The conversion rate saw a substantial increase from 3% to 11% over time
The bounce rate witnessed a significant decrease from 59% to 38%
Successful penetration into major keyword rankings marked a notable SEO achievement
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