PROJECT OVERVIEW
SaraGaia is an e-commerce business specializing in handmade high-end porcelain wares. Despite the excellent quality, their website struggled to convert traffic into purchases.
I partnered with them to overhaul their website, strategically redesigning the structure, design, and user navigation flow to drive higher conversions.
USER PROFILE MODELS
USER TYPE - I Explorer
These visitors are curious about various aspects of the products, but are hesitant to purchase them.
I needed to maintain and cultivate their curiosity while helping them see how the products would fit into their lives.
Behavioral Characteristics:
- Repeatedly switch between different finishes & colors
- Compared collections by switching between pages
- Average browse time of ~2 minutes without adding items to the cart
Website Improvements:
- Highlight and stylize the properties of each finish, and explain design language to foster user understanding
- Reduce user effort by providing comparisons between different styles within product pages
- Enhance lifestyle and practical scenario visuals
USER TYPE - II Indecisive
Visitors in this category have shown an intent to purchase, but get stuck when deciding variants and sizes.
Behavioral Characteristics:
- Staying on a specific product detail page for a longtime
- Switching between different variants/sets repeatedly
- Returning to the same product detail page multiple times
Website Improvements:
- Provide clear and logical use-case scenarios and recommendations
- Provide cross-selling sections on product detail pages so that visitors can browse similar products seamlessly
- Add an additional lifestyle section to the website that demonstrates product value
USER TYPE - III Vetter
Here, visitors are intrigued by the products but need to confirm that the value of the brand justifies the high price tag.
Behavioral Characteristics:
- Navigating from homepage/product page to pages like Our Story/Craftsmanship/FAQ
- Spending long time browsing info about the brand background
- Returning to browsing product after reading brand info
Website Improvements:
- Integrate trust-building materials throughout the purchase path
- Design product pages that highlight the material and craftsmanship
- Articulate the brand history and craftsmanship on "Our Story" and "Craftsmanship" page, featuring founder stories and descriptions of local craftsmen.
USER TYPE - IV Transient
Apart from misclicks, these visitors quickly close the website after entering.
There are two potential explanations for this behavior:
1. The home page is not impressive enough to prompt exploration
2. For visitorswho are funneled from social media, there are discrepancies in visual style between the social media posts and the actual website
Behavioral Characteristics:
- Entering from Instagram/Youtube links
- Bouncing 2-5 seconds after page loads
- Occasionally exploring the shop, but leaving shortly after
Website Improvements:
- Redesign the visual style to match the creative assets used on social media
- Shift website focus from being a "warehouse" aesthetic to a digital gallery by using re-designed visual assets
SITEMAP
The goal of the sitemap is to evolve vistors interest into trust and purchase, reflected by the user flow that serves as a progressing trust-building process.
- The home page establishes the SaraGaia's first impression as an high-end artisan brand
- Shop & Collection pages have added suggestion section to reduce frustration when making decisions
- Craft & Material / Our Story serves as the core trust-building section
- Journal page is a long term reinforcement of company credibility
- Support page provides clear and predictible information to enhance customer confidence
HI-FI WIREFRAMES
Home Page
Collection Page - Sea Sparkle Glaze
Shop Page
Product Detail Page
Craft & Materials
Our Story
Blog Page
Support Page