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Impression was tasked to identify issues on Road Angel’s website that could be causing conversion rate issues.
Following a Google Analytics dive and visual analysis, Impression identified issues with the websites product pages. Following our findings, tasked us with creating a new optimised product page for Road Angel, to help boost conversions.
Road Angel had an existing design created which we needed to review and then optimise further to ensure any change to the live site would be a positive one.
The design had some useful elements for us to bear in mind for when we created our own design, such as:
Our new design ensured that the user had all of the information needed to complete a purchase. We made sure that information was easily digestible and the product was showcased effectively through imagery.
We believed that customers would be keen to understand what the recorded footage looked like before purchase. Our new design focused on clearly showing the footage of the dashcam. We achieved this by adding in a video and a still image of the footage.
We also added CRO elements to help reduce user anxiety and increase trust and buy-in. This was achieved by adding reviews higher up the page to increase visibility and adding a new awards section to boost Road Angel’s value proposition.
The next stage in our process was to get feedback on the designs and see which one was best and discover why.
To do this we ran a preference test with 30 user testers that are the demographic of the Road Angel target audience.
The testers are asked:
RESULTs and feedback
Our design was only slightly better
We had hoped our design would have performed better but this was not the case, it was preferred but not by enough users to make it a significant result.
Impression design
We asked users why they preferred the Impression design
The feedback from users on our design was very positive, the stand out elements giving us a higher score were:
Other Design
We asked users why they preferred the other design
The feedback on the other design showed us exactly where we needed to improve our design to get a statistically significant result:
How we improved our design
The second test condition matched the first to ensure a fair test. We used the same amount of testers and the same demographic settings.
The testers were asked the same questions:
Our second version performed better, and the difference was 95.0% likely to be statistically significant.
This means that you can be confident that it is actually better, and not performing better due to random chance.
We achieved the following results:
preferred the new version vs 11 against
Statistical significance
Impression did a great job of redesigning our product pages. The User Testing process proved outright that their new design was better and would improve conversions.
Gary Digva Sales Director, Road Angel
Client
Services
CRO
Industries
Retail
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