Online Fashion Brand: Website Usability Testing & Conversion Rate Optimization

The Request: 

The client came to us with a request to analyze and improve their website. They were not getting enough conversions and the bounce rate was too high.


UX, Usability Testing

Tools Used:

Figma, Usability Hub, Hotjar

What we did: 


Analyzed the Website

We analyzed the website taking into account the following factors: Usability, UX, Consistency, Tone of Voice and Visuals.


Created a Test Version

Based on our assumptions, we created a test version of the website - a simple mockup of the new homepage.


Usability Testing

We ran usability testing with a focus group of 50 women that matched the customer persona profile. They were offered to choose a design that is more appealing and clear.



80% of the focus group opted for the new test design of the website. Based on the research, we created a blueprint with a step-by-step plan for website improvement. We installed Hotjar to further monitor visitors' behavior.

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