Enhancing GreenPractice's User Experience

Project Details


Green Practices is an ecommerce store which promotes a “sustainable lifestyle” by selling organic products and food. The website was getting a decent footfall every month, but the promoters were worried about the poor rate of conversion which led to low revenue generation and lack of profitability. Upon some preliminary research, we zeroed in on the most important roadblock we would need to address - ensuring that visitors did not bounce off the website before finishing the payment process. A walkthrough about the redesigning process and our contributions towards helping Green Practices increase conversion and engagement rates follows below.

The Redesign Prcoess


Initially, we felt that the design of the website was in itself not helping achieve a good conversion rate because of an unimpressive flow and a slightly cumbersome shopping and payment experience. This is where most visitors were tempted to exit the website.

Based on these inputs, we began a redesign of the website which involved studying multiple metrics (Google Analytics) to get a good idea of factors such as the amount of time being spent on site, or the bounce rate, and location from where most users were bouncing off. Some other parameters we measured included where visitors were coming from, what they were looking for on the site, and whether they were able to find it soon enough. With all of the data on these metrics at hand, we were prepared to begin redesigning Green Practices.

Like most design processes, we started off creating wireframes and then choosing colour templates, combinations, fonts, icons and other elements that would be redesigned, to make the website look more appealing and aesthetically pleasing as well as to convey important information to the target demography in a simple manner.

Selecting a Homepage


The home page/landing page would obviously have the most impact on user experience and hence we focused on producing the best version possible. Multiple version were first designed using different viewpoint and by accommodating different styles. The multiple versions of the homepage were then tested against each other using multivariate testing. The best one was finally chosen and deployed.

The highest engagement and click through rate (CTR) was noticed when using the first homepage banner design. The catchy banners utilized Green Practices’ USP of promoting a healthier lifestyle, change through usage of sustainable/organic products and saving the environment. This was clearly catching the eye of the visitors and creating enough interest in them to browse through the rest of the website and the products on offer.

We used Zarget's A/B testing tool when running google Adwords to measure the CTRs and engagement rate. Shown below are various versions for the homepage of which the first one was selected.

The Product Pages


Product pages were extremely important to Green Practices as their revenue depended on whether the visitors were able to locate the products they wanted, and how often they went through with purchases. The main product page was designed with the focus on ensuring that the experience of looking for the desired products was simple and quick.

The page consists of a search bar to help users easily find what they are looking for. We decided to put a product category widget on the left hand side that would aid visitors in narrowing down the products that were appearing. A price filter was added below the product category widget to help further narrow down the selection based on how much the visitor would be willing to spend. These widgets made exploration of the product page more targeted and helped visitors save time in finding the products they were looking for. The widgets are shown in the the image below.

The Payment Process


The payment process - like most ecommerce websites - took users to the ‘shopping cart’ page first. Here the user would get an option to proceed for payment either with or without applying a coupon code. Users could also refresh the cart (in case products in the cart were updated) or continuing shopping for other products as shown above.

If a user wished to proceed to checkout, they would be taken to the payment page where billing information would need to be entered and the method of payment had to chosen. Options available for payment included direct bank transfer, Internet banking or Paytm.

Integration with Paytm was neither cumbersome nor time consuming (happened like a breeze). However, like most payment gateway providers, they too charge a transaction fee of 2% per transaction.

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