What We’ve Been Working On #2 – UX Review / CRO

This month we’ve been working with Healthy Back Bag to identify areas of improvement for their website. Built with Drupal Commerce, the current site was launched in 2014 with the client wanting to identify the impact/£ contribution of certain parts of the site, general areas for improvement, pain points in the purchase process and make the case for any changes with supporting evidence.

Starting with a deep-dive through their Google Analytics account we were able to identify under performing areas and areas of opportunity to look into further. With areas of focus to hone in on, we applied visitor heat mapping, screen recordings and qualitative user data to better understand the interactions and customer journeys being taken.

The result was an actionable report, backed up with data, which highlighted the issues and provided recommendations for each section. In some cases there were fresh ideas while other parts gave validation to what had been suspected, giving the company to move forward with confidence with proposed changes.