Godfreys
– UX & UI Optimisation
Team
Design Director & Lead UX-UI Designer: Marie Fiorucci
Strategist: Ken Chan
Executive Creative Director: Reece Ryan
Agency: Hardhat – 2022
Context
Godfreys is one of the largest specialty retailers of domestic and commercial floor care and associated cleaning products in Australia & New Zealand.
Given the low checkout completion rate of 1.23%, a series of ‘quick win’ projects were needed to yield positive results.
Redesign of the e-commerce funnel: 2 weeks
Redesign of the product page: 1.5 week
Redesign of the navigation and homepage: 2 weeks
Design Challenge
Increase the conversion rate with two hygiene ‘quick-win’ projects:
By fixing and optimising the user flow of the e-commerce funnel.
By tweaking and enhancing the product page, navigation, and homepage to improve performance and user experience.
Impact of product page and e-commerce funnel quick wins, from April to June 2023:
Australian website:
Conversion rate: from 1.50% to 1.80%
Purchase count: from 3,985 to 5,503
Revenue: from $1,147,711 to $1,569,798
View product abandonment rate: -1.74%
Add to cart abandonment rate: -7.03%
New Zealand website:
Conversion rate: from 1.22% to 1.70%
Purchase count: from 807 to 1,256
Revenue: from $205K to $352K
View product abandonment rate: -1.64%
Add to cart abandonment rate: -10.2%
