Improving Conversions for Smart Kitchen Startup
Goals
Streamline the purchase flow
Reduce bounce rates
Increase online conversions
The existing website had an overly complex information architecture, with too many scattered pages that made it difficult for users to navigate. Users faced too many clicks before reaching product pages, increasing friction and negatively impacting online conversions.
Approach
Audited the existing IA to identify redundant and unnecessary pages.
Consolidated related content under clearer, more intuitive category titles.
Simplified the navigation flow to reduce the number of clicks from the homepage to the product page.
Old IA included many pages that could be consolidated, making the site easier for users to navigate.
Intentionally naming and strategically placing pages can further enhance the site's usability.
The new IA is much simpler and clearer for users. Placing certain information exclusively in the footer enhances the focus on clean navigation, allowing users to concentrate more on purchasing products.
Reduced User Flow
A shorter purchase flow with fewer clicks streamlines the journey, making it easier for users to achieve their goals reducing friction.
Displaying categories upfront, without requiring users to open a menu, simplifies navigation. This approach creates a more welcoming experience by allowing users to immediately see all the site's features upon visiting any page.
Reflection
This project helped create a smoother, more user-friendly eCommerce experience. With a clearer structure, users could find what they needed faster, leading to better engagement and a more seamless path to purchase.
I discovered that backend organization is one of my strong suits, which is particularly valuable when working with small startups. Properly structuring a site allows it to scale intentionally and effectively as the business grows.