How user testing drives 15% conversion growth
Nofruit
At Nofruit, customers design their own made to measure cushions, from chair and lounge set cushions to seat cushions for boats or caravans. A lot of customization. To support this, Nofruit’s webshop includes a step by step ordering flow and a product configurator that guides visitors through creating their cushions. Time to explore how this ordering process can be improved and how it can drive more orders.
How does a visitor experience the ordering process?
And what obstacles do visitors run into while customizing their cushions? To find out, we involved end users. The difference compared to a functional A B test? User testing captures emotion and experience. This delivered qualitative, valuable insights:
- Loading speed: Users dropped off quickly due to long loading times between steps.
- Number of choices: The range of options was huge. Great, but also overwhelming, with the feeling of duplicate steps.
- Explanation and guidance: In some cases, users missed clear guidance to make the right choice.
With these focus points, Nofruit and XSARUS got to work: time to optimize!
Beyond the strong uplift in conversion, making well founded decisions is a major win for us. We rely less on gut feeling and let the data lead the way, while staying true to our DNA in content and style.
Visible results
The impact of the improved usability quickly became clear in the numbers. The webshop conversion rate increased by as much as 15%. Far fewer visitors now drop off in the configurator, with the exit rate down by 15%. These results once again show how valuable it is to involve users in webshop optimization and truly listen to their needs.
Marvin de Reuver
Senior Account Manager