~ Case Study ~
A UX/UI and conversion audit in one, detected areas of opportunity which led to some fantastic results – quickly.
One of Australia’s fastest growing NBN resellers launched a new site late September of 2018.
Results Seen In The First 3 Months
In just three months after some, but not all of the recommended changes were enacted on the Aussie Broadband site, a dramatic change in site performance was realised.
Aussie Broadband recently rebuilt their website as part of a rebrand effort and to focus primarily on NBN and mobile plans for both residential and businesses customers.
The new website was designed and built by a very well-regarded digital agency out of Sydney and was launched late 2018. While the site performed well, Aussie Broadband requested a UX audit to determine if there were opportunities to increase on-site conversions and to reduce cart abandonment.
Aussie Broadband outlined three key areas of of the site which they wanted specific focus; navigation, the NBN plan comparison and finally the checkout/order process. Each area was deemed critical to the overall site performance and each was likely to contribute to future performance gains.
The first step in our audit process was to review the initial site scope and proposed consumer flows. By comparing the proposed workflows against the original project scope; the performance gains could be visualised for the Aussie Broadband. In some cases these changes were presented in wireframes while, where necessary, more finished artwork was presented.
To understand the consumer flows through the website, initial reviews of Google Analytics and HotJar was completed. Google provided insights into site performance from an analytical perspective, while HotJar allowed the collection of actual user sessions across different sections of the site and on different devices.
Analysis of consumer sessions revealed that there was some confusion when interacting with the navigation. While some customers were able to find the information they were looking for in other areas of the site, a noticeable and measurable percentage of consumers were abandoning their visits because they could not find what they were looking for.
A review of consumer interactions with the plan comparison tool on both desktop and mobile devices led to some interesting insights. Mobile users were forced into long page scrolling to compare plans while on desktops, the content was side by side, simplifying the process.
A recommendation was made to introduce a side scroll effect that would mimic the table available for desktop customers but would also make it simple to compare one plan against another without any additional scrolling.
The order portal is the primary means of driving revenue for Aussie Broadband and as such needs to be as streamlined and effective as possible. A number of recommendations were made including:
- Simplifying page layouts and adding more graphical elements
- Transferring of customer details from the check availability and plan comparison pages to reduce the amount of repetitive customer input
- Changes to the inline validation for all forms to provide clearer instructions to customers
- Reduce the upsells to reduce the number of steps to complete the transaction.
In the first 90 days post site updates, there have been dramatic changes across the businesses. A 51% increase in sessions with a transaction has led to a 52% increase in site revenue and a 13.5% increase in overall site conversion. At the same time a measurable decrease of 21% was noticed in site abandonments.
General Usability (UX/UI) Audit.
Critical website functions are mapped against known consumer personas. These behaviours include navigation, search, order, enquiry and any other task your business sees as critical. Recommendations are provided to simplify and optimise these tasks.Find Out More
eCommerce Conversion Optimisation Audit.
Specifically designed for eCommerce sites, we analyse the critical path to purchase to determine ways to maximise cart size and checkout conversions. Optional consulting to work with your development agency is available.Find Out More
Comprehensive Search SEO/SEM Audit.
Get an in-depth analysis of your on-site SEO. Get recommendations on standards compliance that will help your site to get the most organic traffic possible – then look at your paid search strategy to deliver even more targeted traffic to your site.Find Out More
Social Media Advertising Audit.
Our analysis will identify opportunities to drive more awareness, drive effective consumer engagement and convert existing customers into valuable brand advocates, driving credibility and highly qualified conversions to your site.Find Out More