Improving the UX of Structure to increase conversion.

A while ago I decided as a hobby project to improve the User Experience of I love the price monitoring product that they build, but the UX is quite a mess. As I’m focused on UX and not on design, I tried to keep the design and branding unchanged.

Normally I would never make any changes to a website withouth analysing the existing usage data. In this case, as I’m not involved with the website, I had to make some assumptions.

Before and after

My main focus in the new UX is to help the user reach his goal of: Buying the game now when the price is low, or buying it later when the price drops more. By reducing unnecessary info, improving the flow through the page I created a UX design that is very likely to perform better in reaching the user’s goal (and the business goal of the website). In the next sections I’ll go into the details and reasoning behind why these changes in UX improve the user experience and conversion.

Improving the flow & focusing on the most common use-case

  • First thing the user must do to get correct price data, is to select his country. Following the Gutenberg rule, I moved this button to the top left corner, as the first thing a user needs to check before moving forward and reading the rest of the content. I often experienced looking at the wrong data, because the country by default was not set to mine.
  • The second action a user must take, is to select the platform of the game. Here I created focus by removing the previous generation consoles, and placing them under ‘Other’. My assumption is that less than 5% of the users is still buying games for those platforms and they just for necessary distractions.
  • The price information used to be scattered all over the page. Now everything comes together in one area, with one font size, making scanning of the core info much easier. I used icons to further guide the user towards this important info. I also made the call to prioritize PS+ prices above normal prices, assuming that 80% of the Playstation users visiting this website have a PS+ account that gives them access to these lower prices. Making the website focused on the most common use-case will reduce friction for the biggest group of users.
  • The search bar was removed, as the overview page beforfe this is where most searches take place, and this is the results detail page. To have search quickly accessible on every page I would consider adding it as a smaller field in the top menu bar.

Improving conversion with proven best practices

  • Only show one primary Call To Action button to focus the user’s attention to. By making the ‘buy now’ button solid and giving it a high contrasting color, the conversion can be improved.
  • The secondary Call To Action button allows user to signup for price notifications in the future. By allowing users to directly input their email and press submit, an additional step is removed to increase the usage of this feature.
  • Removed unnecessary features that were distracting from the main user goals. The ‘nr of other people watching this price’, and ‘people that own this game’ do not directly contribute to the main goals. Although AB-testing in the future could be used to see if activity numbers from other users on the platform can increase trust and thus overall conversion.
  • Changed the ‘login‘;’ and ‘signup’ text to ‘my account’ and ‘add to my whishlist’ to communicate better the benefits of creating an account.
  • Improved SEO by adding the platform and word ‘price’ to the H1 title of the page. Making these longtail game pages better findable on search queries user search on. For example ‘Grand turismo sport ps4 price’.

In the end UX is all about making clear decisions. Understanding user’s goals, keeping things simple and structured, and following best practises can help you to increase conversion a lot.

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