The Challenge

The site had great traffic, ranked well on search engines. But the problem was with conversion which could get better. Even a tiny % increase would make a huge impact to the bottom line.

What should be done

But for conversions to get better, many things had to get from better to best. Firstly the visual design had to be simplified, professional, clean, uncluttered and aesthetic. But more importantly the usability had to be friction free and flawless. Above all, we had to build credibility and trust among the hesitant/ resistant Indian online shoppers

Limitations

But the shift had to be gradual. we could not go all out with a brand new visual design considering that this was a high traffic site with 'regular' users. We didn't want them to come and wonder 'where did the site go'.

The Solution:

After a good usability audit, much debate, evaluating user feedbacks, small focus groups, we started the design process with acute focus on improving usability while retaining the overall look and feel of the site. The site is still under progress and is being executed in a phased manner.