Party 8 is the one of the top 3 party catering seller on Etsy. Recently they want to funnel their sales from Etsy to their own website for business expansion. Through redesigning the E-commerce experience, I helped increase the online store conversion rate by 180% and revenue by 260%
End-to-end sole designer & product manger
1 Engineer
1 Project Manager
2 Months
E-Commerce
Client Project
Party 8 is a top party catering seller on Etsy. They would like to funnel users to their own website to scale revenue.
“ We want to increase our online store conversion and boost our sale” Says Party 8 CEO. His desire is understandable because the conversion sat around only 0.19%. They would like the redesign to achieve an increase in conversion
Work in Progress
Work in Progress
Work in Progress
Work in Progress
Work in Progress
Work in Progress
As the sole designer & product manager on this project, the challenge for me was to breakdown the business problem (increase conversion) into actionable tasks. For each task, I identified goal, created business requirement document, created design and aligned expectation with the client
Data Analytics: I used Google Analytics to quickly identify landing page bounce rate - at the time around 68% - presented a large contribution to the low conversion rate. This directly impacted purchasing funnel. As a result, I recommended to the client they should focus on landing page redesign as the first major task
User feedback review: I sat in customer calls and reviewed user feedback to understand additional work needed to increase conversion rate
I created the purchase funnel in google analytics and it revealed that the largest drop off occurred between home page and product page view, which is 69%. I then listened to user calls to understand what caused such a large drop-off
Why bounce rate is so high? I sat in many customers calls and here are what customers are saying:
"The design is so outdated and looks illegitimate"
"I can't find the items I want"
Summarizing my findings:
Low Find-ability and discoverability:
Landing page dose not match customer's mental model. Customers are confused about different elements on the homepage
No obvious call to action:
It is difficult for customer to identify what are the most important information which can help them to purchase
Lack of trust:
Overall customers felt the website looks like a scammy website, therefore they didn't want to order anything directly on it
29 years old
Working mom with one kid
Need: she is planning on hosting her 1st birthday party for her daughter.
Pain points: she decides to hold a party in the last minute. She didn't know what to buy to arrange a unique party for her kid and she's short on time to figure it out
Goal: she needs to find a one-stop party website to buy all the products with fast shipping. She needs recommendation on what to buy
Broad Intent
Scenario 1: Emma want to throw a birthday party and do not know what to buy
Browsing for ideas
Medium Intent
Scenario 2: Emma think she know she want to buy some balloons, but not sure what type of balloons
Filter by categories
Specific Intent
Scenario 3: After she brought a lot of props she realized she still needed to buy pink balloons
Search for specific items
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Reorganizing product categories based on buying behaviors. Thematic collections to help customers quickly find product categories. Drop-down menu leads to an intermediary category page with both specific products and featured sub-product categories, or to a full category product list with sub-product type filters
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The simple and clear information hierarchy layout helps user to quickly understand site content and build trust. The curated presentation of recommended products, product categories or party inspirations articles, help user to discover more products they need
Increase user engagement by improving website’s looks-and-feels, improve recommendation relevancy, increase navigation efficiency and users discover relevant product faster.
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Search bar is highly noticeable. Created different sections when client start searching. Easy access for specific products and relevant inspiration
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