The key principle of a winning strategy of a design project. How to calculate the potential of your website’s conversion rate. How to start improving the user interface for optimizing the conversion rate. What methodology should be used in your case? How UX/UI improvements have increased the conversion rate by up to 55% for online stores: three illustrative examples that you can utilize to improve your business

1. The most effective way to continuously
increase an eCommerce website’s
conversion rate

2. About Turum-burum

3. Only about 22% of companies
satisfied with their conversion
*according to Econsultancy

4. How to improve the project’s KPI:
3 main paths
Traffic
Product
Website

5. Why do you need to improve an interface?
● increase business revenue
● get a user-friendly product that will make users stay
● improve understanding of the needs of the target audience
● get ahead of the competition
● stay on the wave, everything changes over time (both products & users)

6. ● CR — current conversion rate
● Traffic — average number of online users per month
● AOV — average order value
● Revenue — current online monthly revenue
What is your website potential?
CR increase by 13%:

7. Example: An average online store
Inputs:
● Traffic – 400,000 users per month
● Conversion rate – 3.75%
● Number of conversions – 15,000
● Average order value – $ 50
● Monthly revenue – $ 750,000

8. Inputs:
● Traffic – 400,000 users per month
● Conversion rate – 3.75%
● Number of conversions – 15,000
● Average order value – $ 50
● Monthly revenue – $ 750,000
Example: An average online store
Conversion rate increase by 13%:
● Traffic stays the same – 400,000
● Conversion rate – 4.24%
● Number of conversions – 16,950
● Average order value stays the same – $ 50
● Monthly revenue – $ 847,500

9. Inputs:
● Traffic – 400,000 users per month
● Conversion rate – 3.75%
● Number of conversions – 15,000
● Average order value – $ 50
● Monthly revenue – $ 750,000
Example: An average online store
Conversion rate increase by 13%:
● Traffic stays the same – 400,000
● Conversion rate – 4.24%
● Number of conversions – 16,950
● Average order value stays the same – $ 50
● Monthly revenue – $ 847,500
+$ 97,500 thanks to the website redesign

10. The site is not a static product, but an organism
that needs constant development and movement

11. You should regularly…
Analyze
Correct
Improve

12. How to launch this process?
Where should we begin?
*according to consultancy

13. Analysis of quantitative
data
Analysis of behavioral
factors
Heuristic interface analysis
Formation of hypotheses
Formation of a report with
recommendations
UX
AUDIT

14. Hypothesis
To increase the average order value, you
need to add a block of similar products to
the product page.
To increase the conversion rate, you need
to reduce the number of fields in the
checkout page.
Examples
This is an assumption
on how to influence
specific project metrics
To influence a "metric", you need a
"hypothesis" + a pinch of context.
Formula

15. Potential
The most problematic pages with great growth
potential. Based on analytics data, audit, and
customer feedback.
PIE
hypotheses
evaluation
Importance
Priority of pages with a lot of traffic, which have the
greatest impact on conversions.
Ease
How many resources will be needed to test the
hypothesis.

16. Current project data
in the form of a dashboard
Traffic Average
check
Average
amount per
check
Transaction
ratio
by device
Engagement

17. Case study
Truly a household name in Ukraine, Intertop’s
25 years on the market as a shoe retailer has
seen them open 114 stores in 25 cities, and run
an online operation through their brand site
which gets 3.5 million monthly visits.
Read the case study at Hotjar.com at
https://bit.ly/3olnsZP to find out more.
Intertop

21. Why is search a growth point?
3% of the website users use
the search tool
60 000
visitors per month
When search is used, conversion
is 6 times higher

23. We studied top searches of the website users

24. We elaborated the search operation algorithm based on the
user search queries

25. Result
Transaction rate from search
increased by 74.64%
Bounce rate decreased
by 3 times

26. Evolution of the product card

27. Product card analysis

28. Result of the 1st optimization phase
Conversions from the
product card to the cart
+31%

29. New optimization tasks:
● Minimize the green color
● Target audience has become younger
● Mobile patterns prevail – bridge the gap
between web and app
● New “Beauty” section (scaling)
● Content policy was updated
● Reduce the number of product returns
because of the wrong size

30. Result of the 2nd optimization phase
Desktop. CR from the
product card to the cart
+12%

31. Result of the 2nd optimization phase
Mobile. CR from the
product card to the cart
+38%
82% of the users on mobile
added the product to the
cart using the fixed button
(having confirmed the size)

32. Bottom navigation
ARPU +51,69%
AOV +14,88%
Bounce rate -4%
Exit rate -7,89%
Session duration +11,5%
Conversion rate +29,43%

33. Returns
82% of users have
added a product to
mobile add to cart
using fixed button
(after confirming the
size)

34. Evolution
pop-up baskets

35. Pop-up cart analysis

36. According to the results of A/B testing, the
conversion rate increased by 54,68%

37. New tasks for optimization:
● Increased average check
● The bonus program has
changed - an emphasis on
bonuses was needed
● The problem with
choosing the size and
quantity of goods

38. Conversion rate
Mobile Desktop
+27% +14%
Proceed to checkout
Mobile Desktop
+22% +8%
Result of 2 stages of optimization:

39. Results of the joint
work of Turum-burum
and INTERTOP
for 1st year
+128%
+71,43% +55,4%

40. Case study
Intertop

41. Drawing up a plan of
improvements
А/В - testing
Implementing UX/UI solutions
Measuring results
Elimination
of interface
mistakes
All these actions are necessary for
Creating UX/UI solutions
per the stages of the plan

42. How to find conversion loss points
and turn them into growth points

43. 7 simple steps
1. Follow the user's footsteps (make a purchase as if you are the customer)
2. Analyze micro and macro conversions (using GTM and GA)
3. Conduct an audience research (What is your target audience portrait?)
4. Conduct a technical audit (Is everything working on your website?)
5. Check heatmaps and scroll maps (Hotjar could be helpful in this case)
6. Watch session recordings (Hotjar)
7. Analyze feedback (Survio)

44. After these steps are taken
1. Make some hypotheses on how to improve your site. Then
prioritize them according to their conversion impact.
2. Start checking these hypotheses.
3. Always measure the results after each change in the site design.
4. Do not be influenced by other people's opinion;
efficiency is the main criterion.

45. Thank you for your attention!
Denis Studennikov
Chief Operating Officer
at Turum-burum
https://turumburum.com
https://www.facebook.com/denis.stud

46. Website turumburum.com
Phone +38 068 653 84 46
Email contact@turumburum.com
Facebook /turumburumstudio
Instagram /turumburum_ux_ui
Behance /turumburum
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