English version of deal page redesign case study.

1. Deal Page Redesign
at Peixe Urbano

2. Process Overview
Observe
Test Hypothesize
Create

3. The original deal page

4. How do users see it?

5. Something like this

6. Goals of this page

7. Goals of this page
Sell deals

8. Goals of this page
Sell deals
Register and subscribe users

9. Goals of this page
Sell deals
Register and subscribe users
Invite friends

10. Goals

11. Goals

12. How are they actually
using the page?

13. Where do they click?

14. Mainly in these areas

15. The goals

16. The clicks don’t match
the goals

17. Frequency of clicks

18. The 3 most clicked links
on the page (46% of all
the clicks) don’t match
the goals of this page.

19. And the buy button?
0.2% of clicks.

20. Observations
Lots of clicks to change the city
Lots of attention on past deals
Few clicks on the buy button

21. Observe
Test Hypothesize
Create

22. Framing the problem

23. Navigating to other cities shouldn’t
happen that often
Navigating to past deals doesn’t fit the
goals of the page
Navigating to past deals distracts the
user from deals they can buy

24. Navigating to other cities shouldn’t
happen that often
Navigating to past deals doesn’t fit the
goals of the page
Navigating to past deals distracts the
user from deals they can buy

25. Observe
Test Hypothesize
Create

26. Proposed solutions

27. De-emphasize links
taking users farther
from buying

28. Example: Deal Page
Redesign

29. Example: Deal Page
Redesign

30. Example: Deal Page
Redesign

31. Example: Deal Page
Redesign

32. Chunk related
information

33. Example: Deal Page
Redesign

34. Example: Deal Page
Redesign

35. Example: Deal Page
Redesign

36. Example: Deal Page
Redesign

37. Streamline the visual
language

38. Example: Deal Page
Redesign

39. Example: Deal Page
Redesign

40. Example: Deal Page
Redesign

41. Example: Deal Page
Redesign

42. Move content higher
on the page

43. Original

44. Example: Deal Page
Redesign

45. Example: Deal Page
Redesign

46. Example: Deal Page
Redesign

47. Example: Deal Page
Redesign

48. Example: Deal Page
Redesign

49. Example: Deal Page
Redesign

50. Observe
Test Hypothesize
Create

51. Original

52. New

53. But is it better?

54. Example: Deal Page
Redesign

55. The buy button went
from #25 (00.2%)

56. The buy button went
from #25 (00.2%)
to #1 (11.9%)

57. Show me the money!

58. A/B Tested with
random 5% of tra c
for 1 week

59. 7% increase
in sales

60. + R$2,450,000
additional revenue for
just this month

61. Thank you!
@epan
ericpan@gmail.com