Elefant.ro
Online BookShop
Increasing user engagement and conversion rates
Project type: Website design reiteration
Role: UX/UI designer
Industry: E-commerce
Tools: Balsamiq, Figma
Duration: 1 day
Introduction
The users
Adults aged 18-75+ in Romania, with a wide range of interests and reading habits.
The product
Elefant.ro is a leading Romanian online retailer specializing in books, e-books, stationery, and other lifestyle products. It offers a wide selection of products, catering to a diverse range of readers and interests.
Business Goal
My goal was to increase user engagement and conversion rates on Elefant.ro. This involved making the website more visually appealing and user-friendly, encouraging users to explore and discover new products, and ultimately convert them into loyal customers.
How can we create a seamless user experience?
Making the most of users’ existing browsing habits
User research found that some users had a habit of browsing online bookstores and knew what type of books they wanted, but struggled to find them on Elefant.ro due to the site's complexity. While knowing what they want is a good starting point, we wanted to tap into this existing browsing behavior. How might we integrate users’ existing browsing habits with a more user-friendly Elefant.ro?
THE PROPOSED SOLUTION
A prominent central carousel showcases featured books and new releases, immediately capturing user attention. A clear "Category" section which provides easy access to specific genres and topics, while quick links to frequently used features like "Sale" and "Bestseller" streamline the shopping journey. A novel "Book Roulette" feature offers randomized book suggestions, encouraging discovery and expanding users' literary horizons.
To further incentivize purchases and increase conversion rates, a visually engaging call to action, an animated gift box, has been added. Clicking this element reveals a discount code, providing a direct incentive for users to complete a purchase. These changes aim to create a more engaging and user-friendly experience, facilitating both targeted searches and casual browsing while also driving sales.
Wireframe on the left, Figma prototype on the right
Let’s see if the changes worked!
This redesign reinforced the importance of visual hierarchy and intuitive navigation in e-commerce. Creating a clear layout and engaging features like the "Book Roulette" and the animated discount could offer insights on how design can directly influence user behavior and drive conversions.
To assess the impact of these design changes, I would conduct usability testing with a representative group of users, focusing on key tasks like navigation, search, and interaction with new features such as "Book Roulette." This testing would gather data on task completion rates, time on task, and user satisfaction to validate the design's effectiveness. I anticipate that the new layout and features will improve discoverability and user engagement, particularly the "Book Roulette" and the animated discount offer.