We redesigned the home of an e-commerce giant and increased its conversions

Our client, one of the largest e-commerce companies in Latam, knew that his home had great potential to convert more sales and perform better. The purchase funnel was long, the hierarchy of information could be confusing and the loading of images was slower than recommended. This was making it difficult for users to find what they were looking for and to make their purchases effectively.

CleverIT, as specialists in UX and development, joined our client to generate an innovative solution that would solve these problems, dedicating a team of professionals specialized in research, digital product design and e-commerce development.

The CleverIT team began by carrying out an exhaustive analysis of the customer's home. They interviewed users, analyzed browsing data and compared the home with those of other successful e-commerce businesses, which yielded a lot of information that helped to build a design strategy based on data, thus seeking to maximize the results of A/B tests.

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Based on this analysis, the CleverIt team proposed a solution that included the following elements:

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• A headless home, with decoupled PDPs and PLPs. This allows the home to be more flexible and scalable, and makes it easier to maintain the layouts.
• A new information architecture, hierarchical and using an intelligent gallery. This makes the home easier to scan and find what you're looking for.
• A new order in the presentation of information, with a more detailed way of presenting the categories. This allows users to have more information to make a purchase decision.
• A drawer element that shows a summary of the highlights of each category. This allows users to explore categories without leaving home.

It was decided to implement test periods with the new Home, these tests are part of a process of implementing optimizations that facilitate continuous improvement. The implementation of this solution had a significant positive impact on the customer's home during specific periods.

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Key results include:

• Un 80% increase in the number of users who reach product categories from home.
• Una performance improvement from home to PDP and from home to PLP.
• Una 22% reduction in charging times of the home.
• Una 11% decrease in the exit rate of the home.

The collaboration between CleverIt and the customer resulted in a smarter home than is helping the company to convert more sales. These results demonstrate that innovation and user-centered research are key to the success of e-commerce.