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Website User ExperienceUX Produces 665% ROI
Case Study 107
StarNamer E-Commerce Website User Experience
What were the objectives of the market research?StarNamer partnered with Drive Research to conduct user experience (UX) research on its website StarNamer.net. The UX study aimed to provide StarNamer will a comprehensive review of user perceptions, barriers, and other critical items which impact path to purchase. The data and findings from the market research were designed to help guide the client with website content, structure, user paths, content enhancements, and other criteria to create a better user experience and ultimately drive higher conversion rates and e-commerce sales. A special emphasis was placed on the e-commerce portion of the website. A small increase in the number of e-commerce conversions based on the UX findings would significantly increase sales for StarNamer.
What was the approach and methodology of the market research?A heuristic website evaluation was used for this market research project. A heuristic evaluation is an examination of a website to develop improvement guidelines to ensure the best possible UX. A heuristic evaluation answers the question “Are we setting our website up for success?” UX plays a critical role in web design. The visual design of a website influences customer’s first impression, while the UX formulates a lasting impression including if next steps are taken with a path to purchase. Users of websites will avoid items and websites completely which are difficult to use.
This UX Evaluation highlighted barriers existing for users on StarNamer.net and provided recommendations on how to improve the UX of the website on desktop and mobile devices. An exclusive process developed by the UX Designer at Drive Research follows a 50+ item checklist will examine the overall usability of the website, with ratings from “very poor” (users are likely to have significant difficulties) to “excellent” (users should be able to complete all important tasks). Each checklist item includes comments which explain the ratings and solutions to fix problems to improve the UX. 10 of the most significant and impactful issues are explained in-depth with detailed solutions for StarNamer.
The UX evaluation also reviewed 2 competitive sites for StarNamer.net using the similar exclusive checklist developed by the UX Designer. The 2 competitors were agreed upon during the kickoff meeting. This competitive assessment helped StarNamer understand the landscape of similar websites and where StarNamer could further differentiate itself through UX.
What were the results of the market research?The outcome from the market is best described by the President of StarNamer in the following testimonial. “The user experience (UX) website research completed with Drive Research made my e-commerce site a better tool for my customers. It revitalized the website and made it more user-friendly. Competition has been fierce in recent years but now we brush them away easily. Changes implemented from the market research increased conversion rates and credit card sales by 65%. We’ve received several comments from customers about how easy the website is to use since the UX was completed. The overall ROI on the study with Drive Research was 665%. We increased sales at a rate of nearly 7x the cost of the market research. It paid for itself several times over.”
315-303-2040
Drive Research is a user experience (UX) research company in Syracuse, NY. Questions about your next project? Contact Drive at 315-303-2040 or email us at [email protected].
