As user experience researchers in a volatile market, we often have to convince potential customers that they actually can expect some return on investment from user experience research. This task has now become much easier for SirValUse, as with one piece of research we informed a change to a mobile site that is projected to add 500 million USD to our client’s sales volume.
GfK SirValUse has conducted user experience research on a consumer-to-consumer corporation mobile website. The company was experiencing a much smaller turnover from their mobile website than expected – especially when seen in comparison to the great performance of their iPhone and Android apps. The original goal of the commissioned research was to identify the user experience barriers that kept the mobile site from excelling as much as the apps did.
At a first glance, it became obvious that the mobile site had not kept up with touchscreen interaction: While scrolling the pages was possible with touch gestures, the remaining functions were still visibly aiming at catering to a five way navigation model.
By conducting a number of interviews with current users (all experienced smartphone users, but not all had used the app or mobile site before), we were able to tell the company that the main problem with their mobile site seemed to be that users were simply unable to locate the “Buy” button on the product detail page. The button itself was only shown on the very top of the page embedded in a table layout that also contained the “Watch” and “More options” links.
First of all, the position of the button was unexpected, as users anticipated the button to be presented below the item picture. Furthermore, the button did not stand out as a clickable item which led to participants simply scrolling past the blue bar, not considering it to be more than a decorative element. In addition, those users who eventually discovered and understood the button had a very hard time clicking it, as they had to precisely click the text and only the text to start the checkout process – clicking the remainder of the table field did not trigger an action.
GfK SirValUse recommended adding an additional button below the item picture. This fix was quickly implemented by the corporation. Based on short term analytics data, this minor change in design is now estimated to clock in at about 500 million USD additional turnover per year.
Looking for an argument for ROI for UER? Look no further!