Financial ecommerce website CRO

Revamping a major B2B e-commerce financial website's user experience and information architecture to enhance conversion rates.

Measurable business impact

19% Increase in Conversion Rates: Streamlined user journeys facilitated more transactions.
22% Increase in Lead Generation: Enhanced information architecture made it easier for potential clients to engage.
30% Increase in User Engagement: Users interacted more with the site's features post-redesign.

The business challenge

Collaborated with a renowned London-based agency to transform an e-commerce website specializing in B2B financial services. The main challenge was to redesign the user experience to increase user engagement and conversion rates.

❌ Complex Navigation: Users struggled to find relevant information, leading to frustration.
❌ Low Conversion Rates: The existing design did not effectively guide users toward desired actions.
❌ Inefficient Lead Generation: Potential leads were dropping off due to unclear pathways.

The objective was to streamline the user journey, making it intuitive and aligned with business goals to boost engagement and conversions.

Understanding the current state

Competitor analysis

Proposed Content IA

Improved site map

Conversion points and paths

Final wireframes

reflections

This project reinforced the importance of user-centric design in e-commerce platforms. Balancing user needs with business objectives led to significant improvements in engagement and conversion rates. It highlighted the value of comprehensive research and iterative design in achieving optimal results.