After relaunching its websites with some new UX and design, Deckers’ conversion rate on UGG and Hoka dropped by 50%.
I reviewed the two websites, using heat maps and benchmarking, and made recommendations which are currently A/B tested.
Like real stores, websites influence users’ psychological perception of the brand and products; And then further affect users’ attitude or behaviour.
43.8% of users didn’t view other pages after visiting the home page.
25% of the users left the website each time they reach a new section of the home page.
Users were also exiting after opening the menu.
Hypothesis: Menu and content unclear and/or not engaging
During the analysed period 3,865 visits were recorded to the Home page.
Desktop/ Laptop: 39.8%
The desktop scroll heat map indicates the majority of users are unprepared to scroll beyond the typical page break on first page load.
100% of users view the page to this point where around 75% of users scroll into the three tiled options below for Shop Women, Shop Kids and Shop Men.
25% and less users scroll beyond the three tiled options into the navigation at the bottom of the page.
The attention heatmap aligns with the scroll behaviour where the majority of time is spent on the main hero image at the top of the page.
There is little time spent elsewhere on the page.
The click heat maps shows that the main hero image holds the majority of users’ attention. The CTA within to Shop Women’s Casuals sees little to no interaction.
The Shop Women’s CTA sees the most interaction of all CTAs shown on the page but it’s the header navigation that sees most interaction.
The carousels for Women’s Casuals and Women’s sandals see noted engagement forward, but not back.
43.8% of users who view the page view no other page within their session.
Struggle was observed where users appeared to click on the main hero image, expecting it to be clickable.
These users are potentially wanting to shop for Woman’s items directly from the image, or they want to view the products on show.
Regardless of their expectation, when nothing happens after multiple attempts, users exit.
Users were also observed exiting after opening the burger menu but deciding not to navigate elsewhere.
This is typical behaviour of users who cannot find what they are looking for
On review, the menu can be seen as presenting increased user effort to navigate the content of the main page as it doesn’t appear clear from the outset where the related items are.
It is assumed these are located behind Featured, but this is effectively three clicks away from the user accessing the page, opening the menu, selecting Women and then Featured.
“Rather than directing consumers towards their product, brands need to provide insight and inspiration – something emotional that customers can take away besides buy our product.” econsultancy.com
Be direct and inspire
Clarify rather than repeat
Create a tvo
Product and life style / fashion magazine
Table of content / cherry pick
Users described the page as ‘old’ and ‘too long and busy’.
Users ended up being distracted in their journey by related contents.
Conclusion: Information overload, UI damaging product perception, and legibility.
Deliver the right level of information at the right time.
Built on users habit rather than reinventing.
Use the UI to introduce some brand values.
Be focus and don’t distract.
Audience definition & persona creation
Benchmarking & expert review
Interviews, card sorting & tree testing
Branding & tov
UI & blur test