After successfully developing a multiple site platform for the GDC group, attention was focussed back to the most prominent site, Dimplex. It was suggested that conversion optimisation was an area that warranted focussed attention.
With conversion below target, the ultimate goal of this project was to improve this figure through site optimisation focussed on the checkout process. This was the perfect opportunity to also refresh the site design to aid this conversion optimisation.
Improvement begins with understanding
An updated, consistent design
Streamlined checkout process
One of the biggest improvements made to this page was the decision to move the call to action elements. Before the redesign the Add to basket button, find your retailer link and also links to other retailers (Argos etc.) were hidden away in a pop up which was revealed by clicking a button. All these elements were brought on to the main product overview section and redesigned accordingly. There were significant interaction increases because of this including increasing clicks to retailers by 53%.
This approach to design is carried out on all of our design work. We understand that user experience together with design is key to achieving desired results.
Prototyping was particularly valuable with this project as we were proposing changes to the checkout flow and the client was able to see these changes by clicking through the site as a real user would.
With multiple stakeholders at the client, prototyping and comments were used heavily in this design project.
The clients were very happy both with the statistical improvements made and we also received high praise of the site design from all. We are looking forward to phase 2 of the redesign where we will work on other areas of the site.