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Specsavers

UX Design

Identifying areas of improvement in the GHP and putting suggestions forward based.
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Specsavers

GHP

Identifying areas of improvement in the GHP and putting suggestions forward based.

As not all content may be published and for confidentiality, not all work will be shown.

Context

The homepage is the biggest driver to the site with one of the highest opportunities to push the user to convert. The current homepage could leave the user with information overload.

CRO ended up using a test focusing on three CTA's then passed a brief onto our team and an agency.
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Discovery

Conducting CS analysis which allows to demonstrate the engagement with content areas of the homepage to assign priority. Also inspecting the footer and navigation to see what areas are over indexing which also shown the need to highlight contact.

Competitor discovery such as ASOS gives users simple choices to convert than pushing users in several directions.

The analysis uncovered that the homepage is also too long, cluttered and as a result not converting and bouncing instead. Content areas could be replaced with more relevant and meaningful information to the user. Shopping was well beneath the fold which had a 341% increase on the current feature post.

Analysis also discovered that a lot of users were dropping beneath services, indicating a possible need for more information.
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Design

The hypothesis was by reducing the complexity of the design and offering a main clear CTA instead of offering the user a complex offering it will reduce confusion, increasing click through rate.
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Iteration

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Summary

Though in theory the alteration should have boosted CR and conversion unfortunately it wasn't put forward, the design head decided to use a different methodology and handed that instead which stakeholders then went for the agencies version after results, they decided to use two simple CTAs and product browsing underneath.

It would have been interesting to see how this execution would of performed against that one but unfortunately sometimes executions can go unnoticed in large structures.
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