CRO project to increase on-site sales of the Samsung Galaxy Watch, by identifying and removing our shopper's hurdles.
Project
Role: Principal UX/UI Designer
Team: 1x Product Owner, 1x Senior UX Architect, 3x Developers, 1x QA Tester.
Brief
The Galaxy Watch generates the most revenue in the wearable category yet more than 50% of its sales happen through third parties (e.g. John Lewis, Carphone Warehouse, etc). Samsung wants to increase conversion on its website and increase its margins.
After a quick look at the sales figures for the past 3 months, we quickly realised that our efforts should focus on the Galaxy Watch to get the most significant impact.
82% of all wearables sales came from the Galaxy Watch even though only 34% of those sales came through Samsung.com
Our funnel analysis showed us that there were 3 main Galaxy Watch buying journeys. All 3 have quite low conversion rates compared to the industry average (J1: 0.15% - J2: 0.34% - J3: 0.15%) and other Samsung products.
We also noticed that most of the converted have also seen on average 2 other smartwatch models on the website.
6) Unfortunately there’s more. The compare module not only sits below the support section but is also comparing two models that are exactly the same and one that is just a different size. Here we cannot select any other Samsung smartwatch.
5) Then we have a section for consumer support with user manuals and Live Chat. This feels like the end of the page or part of the footer.
4) Finally we find the information on the technology of the watch and some tech specs. Here again, we felt like the specs of a tech product should surface much earlier and a lot of people might have missed it and those who have not might find it quite light.
3) Then we have a section that explains the functionality of the watch and its USPs. Here we realised we had to do quite some scrolling before we could understand the USPs of the watch and assumed a lot of consumers might have missed this section altogether.
We conducted a site audit to try to identify certain obvious hurdles through a heuristic evaluation.
Here we have found quite a few issues:
1) The experience starts with the “Buy Model“/“Configurator which takes the entire fold. One of our assumptions was that people might not be yet ready to buy and a lot of the potential buyers might not realise that there is more content to discover by scrolling down.
2) Then we move on with a description of the aesthetics of the watch. Here we can see that only a couple of styles and wristband combinations are displayed. It doesn’t show the full extent and diversity of the range.
Conclusion
The initial results, after two months of data, have been more than promising.
Shoppers spent on average 3 minutes and 49 seconds on the PDP journey versus the previous 40 sec.
12% of shoppers that got to the PDP page added the Galaxy Watch to their cart which is a 328% increase from the previous version averaging at 3.6%.
And finally, of those who added the Galaxy Watch to their cart, 17% ended up buying the watch which is a 298% increase from the previous version averaging at 5.7%.
The results have been so promising that the designs have started to be implemented in the French and Italian platforms.
Due to time constraints and budget restrictions, we couldn’t do a full cycle of user interviews or produce fully fletched personas but we still managed to do a round of 15 guerrilla testing and distil the insights collected into user archetypes that would help our design decision-making.
Based on the quantitative and qualitative research, we created a new experience that has for goal to provide the right information to the right user at the right time.
The new footer present on every page will combine an FAQ section, a Support section and a Site map.
One overwhelming feedback we had during our research was that most users weren’t ready to buy just after landing on the Galaxy Watch PDP.
The buy module was displayed too early, and a lot of users didn’t realise they could scroll down to reveal more content.
Regardless of what type of user we were talking to they all needed to know more about the product before adding it to their cart or buying it.
In order to provide the much-needed information to the right user at the right time we decided to create a sub-nav that would allow each type of user to target the information they need.
The “Overview“ page was also designed to be navigational and provide some context on the type of information they could expect when they interact with the “Learn More“call-to-action.
If they are not ready yet, we want them to continue their journey and explore the next step: the “Galaxy Watch Experience“.
If they are not ready yet, we want them to continue their journey and explore the next step: the “Galaxy Watch Experience“.
At this stage, the user might have fallen in love with the style of the Galaxy Watch so it is a good time to ask them whether they are ready to buy one of the models.
We included a module where users can try the different models and colour combinations to see which style suits them best.
This module would also help upsell wristbands on the “Buy Now“ page.
This page is dedicated to users who need to fall in love with the aesthetics of the watch.
The Samsung Galaxy Watch has a drastically different look & feel from all the other smartwatches. A more "analogue" look that gives it a unique fashionable style.
This needs to be highlighted as a USP.
And for the “Researchers“ and “Spearfishers“ a link to the full tech specifications page.
If they are not ready yet, we want them to continue their journey and explore the next step: “Galaxy Watch Performance“.
At this stage, the user might have fallen in love with the benefits of the Galaxy Watch so it is a good time to ask them whether they are ready to buy one of the models.
The third section explains that many more third-party apps come to add to the rich core functionality.
The second section describes the impact the watch can have on their health. From tracking their fitness levels to monitoring their heart rate and sleep.
The first section describes the benefits to their lifestyle like having access to their music, receiving calls, and having access to their calendar and reminders.
Making the user dream of a life with the Galaxy Watch is probably one of the most important steps, hence why this page is critical to conversion.
We want them to fall in love with the idea of a life assistant that can improve and simplify every aspect of their life.
If they are not ready yet, we want them to continue their journey and explore the next step: the “Galaxy Watch Experience“.
If they are not ready yet, we want them to continue their journey and explore the next step. Because this step is the last experience step, this banner loops back to “Design“ for those who have missed it.
At this stage, the user might have gathered enough information on the Galaxy Watch so it is a good time to ask them whether they are ready to buy one of the models.
This page is targeting the more tech-savvy users that need to ensure their future watch has their base requirements.
This page is a nice bridge between the lifestyle experience and the full technology specifications.
It provides more technical information for those who weren’t fully satisfied with the “Experience“ page without being too overwhelming for those who don’t need the full list of specifications.
Certain users need to have access to the full list of specifications especially when it comes to technological products.
“Spearfishers“ and “Researchers“ have shown they just cannot make a buying decision without being able to find the specs of the product.
Here the goal was to have a clear list of all the technical specifications with a “blueprint“ look and feel to highlight the technical aspect.
This page is targeting the more tech-savvy users that need to ensure their future watch has their base requirements.
This page is a nice bridge between the lifestyle experience and the full technology specifications.
It provides more technical information for those who weren’t fully satisfied with the “Experience“ page without being too overwhelming for those who don’t need the full list of specifications.
The second part of the module allows potential buyers to ask specific questions to Galaxy Watch owners.
The module has a feedback feed from people who have bought and experienced the product.
Here again a much-underserved section. Reviews are very important for a lot of users. For most, It helps them confirm a decision but for the “Researchers“ it is a mandatory step.
Helping them in their research and viewing this feedback on-site, eases their process and reinforces brand confidence.
In order to streamline and expedite the build of this module, we used the Reevoo API to fetch the user feedback and display it on-site.
And an “Alternatives" module for users that are not quite sure about the Galaxy Watch and need to explore more options. We want to ensure they stay on-site and spend their money on a Samsung product whatever the product is.
We have also included an "Upsell" module that displays accessories to the Galaxy Watch that might interest our shoppers.
We included a banner to explain what is included with the purchase of the Galaxy Watch.
The buy module should be the end of the buying experience instead of being the first or the only thing we expose our shoppers to. In order to maximise conversion, we want the users to only see this module when we believe they might be ready to buy.
We included above the fold all our user requisites:
- A model selector so users don’t have to navigate to a different page to buy a different model.
- Clear USPs of purchasing on-site.
