Optimizing conversion rate, through a UX Audit
In the span of 3 weeks I was asked to support the marketing CRO team, to find ways through a UX Audit - how the Conversion Rate could be improved for both personal and business user journeys, with focus on low cost-high impact.
Client: Telco company in South Africa
Year: 2024
Team: Me(UX), collaborating with the Accenture CRO team
01. The Roadmap
As one of the first steps, I created a roadmap with selected UX activities. The client wanted to focus on data-driven approach, so different ways to gather data were selected.
02. Narrowing focus.
Patterns in existing data lead to a decision to focus on improving the Conversion Rate for mobile experience via UX Audit.
03. Understanding the user.
To understand the end users for both business, and personal, I facilitated a remote proto-persona workshop.
After that, we could hire relevant users for usability tests, that I performed. The research showed various insights, and also based on the device type, the results varied. I used an Affinity Map, to consolidate the research results into clusters and placed them on a matrix.
04. Heuristic Analysis
I performed Heuristic Analysis, based on Jakob Nielsen’s 10 general principles of UX, to gain deeper insights, based on these principles. This helped getting a deeper insight, from a UX perspective in areas of improvement from a UX standpoint.
05. A Brief Competitor Analysis
As part of the process, I also performed a brief competitor analysis, that helped to get an insight into how well our client positions against its competitors.
06. Final Results - Affinity Mapping
Now, that data insights were collected from different methods, a comprehensive matrix was delivered as one of the last deliverables.
Afterwards, I was glad to follow the project progress and also receive a positive feedback from the CRO team.
CRO Lead, Ashleigh: