Client
Tennibot
Overview
After years of development and preorders, Tennibot was gearing up to start marketing and pushing for sales. The website had not been significantly updated in over a year and needed a full redesign to fit the new price point and drive our sales push.
Service
UI / UX Design
Industry
Sports Tech
The Challenge
Not only did the website not match the premium feel of a high end tech product, it also did not address many of the user concerns or properly frame the value proposition.
The Solution
Soon after the site changes went live, I began researching our visitors behavior using an analytics tool called Mouseflow. This allowed me to check scroll behavior, session length, and watch recorded sessions for more in depth feedback. I learned that users were going to the purchase flow too quickly, and missing crucial information. The average scroll rate of the landing page was only 32%, meaning that users did not grasp the value proposition. To combat this, I redesigned the Buy and Home pages to encourage users to view the important information before beginning the checkout process.
The Result
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The new site resulted in a 170% conversion rate increase from the previous 5 months. This increase came in spite of a large jump in the product's price. We also saw a decline in customer confusion upon purchasing the device as well as a fewer customer questions that we had previsouly seen at a high frequency.
