The Fragrance Finder is a tool designed to help users find new fragrances online, based on the scent they currently wear. However, conversion rate for users that use the tool has dropped by 75% compared to those who don't use it.
Found issues include - Confusion on where to navigate from the homepage - Old fashioned design and look & feel - Search query not working in quiz - Jumpy and glitchy to use on mobile - Too much information overload on results page - No clear CTA from results - Results not customer focused - top sellers / brands - Too much Fragrance Expert lingo that customers don’t understand Traffic by device: 65% mobile / 25% desktop / 10% tablet Avg session duration: 8.01 (vs +400% not using the tool) Conversion rate: 0.4% (vs -75% not using the tool) Avg Spend: £44.89 (vs -11% not using the tool) |