Second Funnel is an eCommerce software startup I worked on. We provided a way for marketers to deploy custom eCommerce pages without having to change the code on their site. Rather than try to squeeze more conversion out of an existing purchase path, Second Funnel enabled an entirely new experience that was optimized for inspiration and discovery.
As a member of the founding team, I helped define our product, validated our early hypotheses, and designed an eCommerce UI that significantly increased conversion rate and time on site for our customers.
With so much attention directed towards visual content marketing and social media, why were these channels converting so poorly?
We believed that the UX of a conventional eCommerce site totally alienated window shoppers (i.e. people who are interested enough to browse but don’t have a strong intention to buy something).
We saw a need for a middle layer experience that would allow a marketer to stoke a window shopper’s interest until they were absolutely ready to make a purchase.
Watching people navigate from a branded post on Facebook to a page on an eCommerce site, I noticed that most people had similar negative experiences. I used the common pain points to guide our design explorations.
We focused on four ways to improve the experience:
Inspiration came from image-based social media sites and lifestyle blogs and magazines—places where people were already spending a lot of time online getting inspired.
These early results were enough to help us get our our first paying customers
To improve our conversion metrics, I experimented with design details like the hover state on tiles, showing information like price and discount percentages, and changing the style and wording of the CTA.
I designed and tested multiple versions of our navigation, and ultimately increased the percentage of visitors who visited multiple categories from less than 10% to over 25%.
By improving the layout and interactions on our “shop-the-look” interface, I increased click-through rates from single digit percentages to between 10-25%.
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