What were the objectives of the market research?
A large e-commerce client partnered with Drive Research to conduct user experience (UX) research on its website. The UX study aimed to provide the client will a comprehensive review of user perceptions, barriers, and other critical items that impact the path to purchase.
The data and findings from the market research were designed to help guide the client with website content, structure, user paths, content enhancements, and other criteria to create a better user experience and ultimately drive higher conversion rates and e-commerce sales.
A special emphasis was placed on the e-commerce portion of the website. A small increase in the number of e-commerce conversions based on the UX findings would significantly increase sales for the client.
What was the approach and methodology?
A UX market research evaluation was used for this project. The market research developed improvement guidelines to ensure the best possible UX. Conducting market ensures the user expectations can be met by the UX site design. Although the design of a website influences initial impressions and perceptions, the UX is really the determining factor as to if a visitor will convert or not on his or her path to purchase. Much like hiring a company for SEO, an interior designer should not be used to build a house. Design and UX are two very different processes.
This UX market research highlighted barriers existing for users on the website and provided recommendations on how to improve the UX of the website on desktop and mobile devices. The process developed by Drive Research examined the overall usability of the website, with ratings from "poor" (users are likely to have significant difficulties) to “excellent” (users should be able to complete all important tasks).
Each market research item included feedback and comments which explained the ratings and solutions to improve the UX. 10 of the most significant and impactful issues are explained in-depth with detailed solutions for the client.
The UX evaluation also reviewed 2 competitive sites for the client using similar exclusive evaluations from Drive Research. The 2 competitors were agreed upon during the kickoff meeting. This competitive assessment helped the client understand the landscape of similar websites and where the website could further differentiate itself through UX.
What were the results of the user experience (UX) research?
The outcome from the market is best described by the client contact in the following testimonial. “The user experience (UX) website research completed with Drive Research made our e-commerce site a better tool for our customers. It revitalized the website and made it more user-friendly. Competition has been fierce in recent years but now we brush them away easily. Changes implemented from the market research increased conversion rates and credit card sales by 65%. We’ve received several comments from customers about how easy the website is to use since the UX was completed. The overall ROI on the study with Drive Research was 665%. We increased sales at a rate of nearly 7x the cost of the market research. It paid for itself several times over.”
The client created pre-event and post-event tracking in his Google Analytics to understand how website design and UX changes recommended from the market research impacted the path to purchase. To arrive at an ROI he compared conversions and other metrics prior to the changes to the data after the changes were made.
Drive Research is a user experience (UX) company in Syracuse, NY. Interested in improving the UX on your website to increase conversions, sales leads, and traffic?
Contact us at info@DriveResearch.com or by calling 315-303-2040.