~ 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.
Recently, Aussie Broadband rebuilt their website as part of a rebrand effort. The newly revitalised businesses would focus 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/UI and e-commerce conversion audit to determine if their new website was performing optimally or if there were changes that could be made to simplify the UX and increase site conversion.
Aussie Broadband outlined three key areas of concern which they wanted reviewed. If any flaws were identified, and assessment of the scale along with a recommend approach to solve the issues was requested. The three areas of concern where the navigation, the plan comparison and finally the order process. Each area is critical to the overall site performance and each is likely to contribute to the overall success of the site.
The Assessment Process
The first step in our audit process is to review all documentation surrounding the initial site build. Understanding the scope of work, site functionality and expected results agreed to by both parties.
Next, a review of Google Analytics and Hot Jar was performed. This analysis allowed a review the goals attributed to the sales funnel, a review of drop-offs in the purchase process and the ability to watch recorded customer sessions – providing much needed context of the real user experience.
Insights gathers in this process identified three critical areas where the business was currently losing customers and where simple changes would not only simplify the user experience but would reduce customer abandonment and therefore increase sales and conversions.
While multiple areas of opportunity were identified and presented, Aussie Broadband chose to first action the following critical areas which were responsible for consumer abandonment of the website.
Access to both NBN plans and mobile plans pages were often times confusing, especially for mobile customers. Recommendations were made to keep the NBN Plans navigation item a stand-alone item with a section called ‘other services’ to compartmentalise all other services including any supplemental NBN services that were not directly related to converting customers.
The initial designs of the site worked well on desktop devices but suffered for customers on mobile devices. Endless scrolling made navigating pages difficult and comparing plans was awkward and led to large numbers of site abandonment.
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 and to make any errors easy to understand and fix
- Reduce the number of secondary offers presented to reduce the number of steps required to complete a transaction – recommendations yet applied.
In the first 90 days post site updates, there have been dramatic changes across the businesses. There are increases in email-based enquiries, increases in revenue for both new and returning visitors and a significant decrease in session abandonment.
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