eCommerce Site Increases Sales By 65%

A large eCommerce 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.

A special emphasis was placed on the online store and checkout portion of the website. A small increase in the number of eCommerce conversions based on the UX findings would significantly increase sales for the client.

Based on our client's challenges and objectives, we recommended conducting website user experience interviews. The client chose to conduct unmoderated market research. 

As with any project, we began with a kickoff meeting to understand the unique objectives and the target user for the online store. From there we designed tasks and survey questions for respondents to complete via an app.

The process developed by our UX market research company 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 that explained the ratings and solutions to improve the UX. 

After fieldwork was completed, Drive Research created a comprehensive market research report that provided the client with details such as:

• Barriers existing for users on the website
• Expert recommendations on how to improve the UX of the website on desktop and mobile devices. 
• The UX evaluation of two competitive sites for the client using similar exclusive evaluations from Drive Research.
• This competitive assessment helped the client understand the landscape of similar websites and where the website could further differentiate itself through website design.

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 before the changes to the data after the changes were made.

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.”