An 11% increase in e-commerce conversions for the microphone isolation solution that revolutionized the vocal recording industry.

An 11% increase in e-commerce conversions for the microphone isolation solution that revolutionized the vocal recording industry.

The site was visually outdated, the overall information architecture was chaotic, and there were many obvious user experience errors throughout.

The site was visually outdated, the overall information architecture was chaotic, and there were many obvious user experience errors throughout.

All these inconsistencies resulted in a lower than expected conversion rate. The Kaotica Eyeball store is about to expand its sales to Europe. It was the right time to give users a better understanding of what the store has to offer, to catch their attention, and encourage them to order the growing range of products.

All these inconsistencies resulted in a lower than expected conversion rate. The Kaotica Eyeball store is about to expand its sales to Europe. It was the right time to give users a better understanding of what the store has to offer, to catch their attention, and encourage them to order the growing range of products.

I started by interviewing the shop owner to gain a general understanding of the issues and expectations.

I started by interviewing the shop owner to gain a general understanding of the issues and expectations.

In one of the first design iterations, the video section was placed lower. It turned out that the videos were more important to potential customers than the features section, so we moved it up. Famous faces made users trust that the product was worth buying.

In the previous version of the site, videos looked like images. There was not even a play button on them. It would be a waste to leave them undiscovered by users, as it was hard work to record the videos with all these famous people.

We decided to use the video background to show the product in use. A large video title was placed so that the user could not miss it at first glance.

In one of the first design iterations, the video section was placed lower. It turned out that the videos were more important to potential customers than the features section, so we moved it up. Famous faces made users trust that the product was worth buying.

In the previous version of the site, videos looked like images. There was not even a play button on them. It would be a waste to leave them undiscovered by users, as it was hard work to record the videos with all these famous people.

We decided to use the video background to show the product in use. A large video title was placed so that the user could not miss it at first glance.

We used an empty shopping cart page as an opportunity to show all of Kaotica's products, so users could add them immediately and place an order.

We used an empty shopping cart page as an opportunity to show all of Kaotica's products, so users could add them immediately and place an order.

A clear and eye-catching CTA button was only available on the home page banner. Now users can place an order wherever they land, regardless of their device.

A clear and eye-catching CTA button was only available on the home page banner. Now users can place an order wherever they land, regardless of their device.

22% of users abandoned their shopping carts because the seller did not mention the fees up front. On the old site, users found out about additional costs in the last step of the checkout process. I assumed this could be a reason for the high bounce rate during the checkout process.

In addition, Eyeball ships to Europe as well as the US and Canada. Based on this, I recommended showing the estimated shipping price in the shopping cart (thanks to geolocation) so that users are never surprised during checkout.

22% of users abandoned their shopping carts because the seller did not mention the fees up front. On the old site, users found out about additional costs in the last step of the checkout process. I assumed this could be a reason for the high bounce rate during the checkout process.

In addition, Eyeball ships to Europe as well as the US and Canada. Based on this, I recommended showing the estimated shipping price in the shopping cart (thanks to geolocation) so that users are never surprised during checkout.

Musicians who visit the store already own at least one microphone. It was vital to let them know if Eyeball would work with the mics they had.

Musicians who visit the store already own at least one microphone. It was vital to let them know if Eyeball would work with the mics they had.

It used to be in plain text, scattered around the website. We decided to put it in one place, collect all the images of the mics and group them by manufacturer.

It used to be in plain text, scattered around the website. We decided to put it in one place, collect all the images of the mics and group them by manufacturer.

First I checked all 12 answers and sorted them by popularity. It turned out that it would be fine to show only the top 3 options and allow the full list of options to be expanded. This made it easier for the user to go through this step, as they had fewer choices and it was highly likely that they would choose what we suggested.

First I checked all 12 answers and sorted them by popularity. It turned out that it would be fine to show only the top 3 options and allow the full list of options to be expanded. This made it easier for the user to go through this step, as they had fewer choices and it was highly likely that they would choose what we suggested.

We launched a new website in January 2019, and a month later we compared year-on-year statistics on Google Analytics.

We launched a new website in January 2019, and a month later we compared year-on-year statistics on Google Analytics.

The results exceeded our goals and expectations.

The results exceeded our goals and expectations.

Working on this project has taught me the importance of listening to the customer's perspective. Without a deep understanding of how the customer's business works, you can't build a better performing product.

This was also a great experience for my first contact with Shopify - it has its limitations, and not everything can be done in a reasonable amount of time. I wish I could fix the checkout process, but it was imposed by the Shopify platform beforehand.

Working on this project has taught me the importance of listening to the customer's perspective. Without a deep understanding of how the customer's business works, you can't build a better performing product.

This was also a great experience for my first contact with Shopify - it has its limitations, and not everything can be done in a reasonable amount of time. I wish I could fix the checkout process, but it was imposed by the Shopify platform beforehand.

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© Handcrafted since 2009.

© Handcrafted since 2009.