1. Creating a
customer-led
strategy
Jonah McLachlan
04.02.2019

2. Hello
I’m Jonah McLachlan
@fathom_ux
@jonahmclachlan
#SMARTRetailHosp19

3. We work with large, complex,
enterprise organisations…

4. …and ambitious retailers, to help
them drive sales online and instore

5. 1.
You’re not the
customer

7. Date Range | Jan 1 - Nov 1 ‘17
Conversion Rate peaked
at 2.10%
Mobile conversion rate
typically lower
Conversion Rates Over time
Conversion Rates by Device Top Products (Sales)
Avg. Conversion
Rate = 0.88%

8. Date Range | Jan 1 - Nov 1 ‘17
Firefly Purchase Funnel
Product Views
Cart
Checkout
Purchase
319, 220sessions
Did not view product
26.07%
Did not add to cart
95.98%
Checkout Abandonment Rate
35.27%
Viewed a product
73.81%
Started Checkout
1.35%
Made a purchase
0.88%
Added to cart
2.96% Cart Abandonment Rate
58.68%
💰
😢

9. Medical Purchase - Parents/guardians will
often need advice from their therapist to ensure
the product will not hurt or be detrimental to their
child’s development.
Emotional Purchase - More cautious /
meticulous when buying for someone else.
Top concerns are safety, comfort and
emotional benefits for their end-user (child).
Practical Purchase - Parents caring for a
child with a disability are busy & time strapped.
They need a product that can fit their busy
lives (robust, car journeys, cleaning routines
etc.)
Costly Purchase - For many customers, this
product is an expense they cannot afford or
have to save hard for. Often single income
households etc.
International Purchase - Some USA
customers may not be comfortable
purchasing from a UK company.
Potential reasons for barriers / delays to conversion…

10. Medical Purchase - Parents/guardians will
often need advice from their therapist to ensure
the product will not hurt or be detrimental to their
child’s development.
Emotional Purchase - More cautious /
meticulous when buying for someone else.
Top concerns are safety, comfort and
emotional benefits for their end-user (child).
Practical Purchase - Parents caring for a
child with a disability are busy & time strapped.
They need a product that can fit their busy
lives (robust, car journeys, cleaning routines
etc.)
Costly Purchase - For many customers, this
product is an expense they cannot afford or
have to save hard for. Often single income
households etc.
International Purchase - Some USA
customers may not be comfortable
purchasing from a UK company.
Potential reasons for barriers / delays to conversion…

11. Content Localisation |User Videos

12. 12
Homepage |Recommendations
1. Improve visibility of free worldwide
delivery & returns. E.g. Add banner
below the header
2. Better utilise the space above the
fold for campaigns. Reduce wasted
vertical space above fold move CTA
visibility above fold
3. Clarify what you sell above the fold
e.g. “We create life-changing products
for children Age 1-8 years old with
special needs”
4. Reduce aggressiveness of pop ups
across both desktop / mobile (e.g
remove Newsletter / time in live chat)
Short term
3
Fold
1
3
BLACK FRIDAY
15% OFF
Shop Now
Product 1
Shop GotoSeat
15%
off

13. 13
Selection /Add to cart|Recommendations
Short term
1. Remove Terms & Conditions
barrier to purchase
Remove any reference to UK terminology
(e.g. county-> state, postcode->zipcode).
2. Fix add to cart interaction on
mobile to allow user to close the cart
pop up & continue shopping
3. Add “one size only” to any
items that applies in selection
4. Remove floor sitter content
from selection (see product details
reccomendation)
1
Fold
3
3
2

16. 5%
Implementing our short term recommendations
for Black Friday 2017, increased conversion from
from 0.88% average

18. 2.
You’re not trusting
the data

20. Site Speed | Evidence of Negative impacts on conversion
83% of users expect a site to load in 3
seconds or less
- WebpageFX Inc, 2017

21. l
Mobile E-commerce Funnel: Shopping funnel (Mobile Traffic | Dec 30 - Jun 30 ’16) Major Conversion Blockers
VitaLiberta.comVitaLiberta.com
vitaliberata.co.uk

22. Analytics
Shop / Product Listing

23. Comparative analysis
✓ Thumbnails show evidence of rating system
✓ Filter/ Sorting tools are mobile optimised
✓ Footer displays payment/security info
St,Tropez.co.uk
Shop / Product Listing
Josiemaran.co.uk Boots.com

24. Heuristic review with recommendations # Shown on wireframe Functional / content
Shop / Product Listing
Ensure users can see products above the fold: Remove the
‘shop’ text/ image / shop title & reduce size of padding to
Remove chat as it interferes with primary tasks on this page
Reformat filter options for mobile: Implement tray filter as a
modal & reduce the number filter of options
Reduce confusion around sorting options: Reduce the number of
sorting options to ‘Price’ & ‘Ratings’ (high- low/ low-high)
Remove distraction of pagination from the top of the listings
page. Follow best practice mobile E-commerce for loading more
results
Remove distraction of virtual chat
Retain add to basket CTA to allow users who know what they are
buying to buy quicker
Ensure there is adequate add to cart feedback
Display thumbnails in a 2x2 format to allow users to compare
product & prices
Provide evidence of rating on the thumbnail (star system for
consumer guidance/ decision making)
1
3
4
5
2
6
7

25. Lo-Fi Wireframe (As some mobile views are cut off due to length, see accompanying PDF for detailed view)
Shop / Product Listing
1
2 3
4
5
6
7

26. 3.
You can never stop
learning

28. Sliderobes are specialists in fitted sliding wardrobe doors and
storage. They offer customers creative solutions to their storage
problems, with an end-to-end service through design, manufacture
and installation.
Sliderobes

29. Control

30. Variation

31. +20%
Result
brochure requests

32. Option1

33. Option2

34. Result
+22%brochure requests

35. +18%
Home page
brochure requests

36. You must
believe in the
UX Process
You are
not the
End-User
Let your users
inform
decisions
You must
meet your
user’s goals
Your product is
never
complete.
1. 2. 3. 4. 5.

37. Thank you.
Jonah McLachlan
@jonahmclachlan
www.fathom.pro
jonah@fathom.pro