Enhancing Product Visibility and User Engagement on Avansas.com Homepage

Project Overview:

The primary goal of this project was to increase the visibility of products on the Avansas.com homepage, thereby enhancing user engagement and improving key performance indicators (KPIs) such as product views and cart additions. The initial design did not adequately display products above the fold, resulting in lower engagement rates. A redesign was necessary to address these issues.

Key Statistics:

• Total Sessions: 833,466

• Product View Rate: 37.56% (313,075 sessions)

• Add to Cart Rate: 8.97% (74,744 sessions)

• Checkout Rate: 8.43% (70,246 sessions)

Current Challenges:

1. Low Product Visibility: Only 37.56% of users viewed products, indicating that the homepage was not effectively showcasing products to the users.

2. Low Add to Cart Rate: With only 8.97% of users adding products to their cart, it was evident that the product display strategy needed improvement.

Before Design:

The homepage did not display products above the fold, causing users to miss out on product visibility as they had to scroll down to see the products.

After Design:

A new design was implemented with product cards prominently displayed in a banner format above the fold. This ensured immediate product visibility as soon as users landed on the homepage.

Expected Outcomes:

1. Increased Product Views: The new design aims to significantly increase the product view rate by making products more visible and accessible.

2. Higher Cart Additions: By improving the visibility of products, the add to cart rate is expected to rise, leading to more completed transactions.

3. Enhanced User Engagement: A more intuitive and visually appealing design is anticipated to boost overall user satisfaction and engagement on the site.

Summary:

The redesign of the Avansas.com homepage was focused on enhancing product visibility and user engagement. By placing product cards in a banner format above the fold, the new design addresses previous shortcomings and is expected to improve key engagement metrics. This user-centric approach not only aims to increase product views and cart additions but also enhances the overall user experience on the site.