5hellosplus: CONVERSIon
Opportunities for conversion improvement on websites in the US and UK?
To identify bottlenecks in the consumer experience, the conversion journey was examined.
Joolz recently sought the assistance of 5hellos to improve conversion on their websites in the US and UK. During 2 sessions with 5hellos, important factors contributing to higher conversion for Joolz strollers were identified. By providing the right information in the right place, Joolz can better serve its target audience and increase conversion.
The research focused on women in the US and UK who are in early or late pregnancy and/or have young children.
Warm up
The research conducted by 5hellos to assist Joolz consisted of two sessions. In the first session, respondents were asked to view Joolz's website and select a stroller before answering the 5 questions.
For the second session, respondents were asked to view the product detail page (PDP) and product inspiration page (PIP) before answering the same 5 questions.
By following this approach, the 5hellos moderator was able to prepare the online conversation based on the specific input from the respondents.
Deep-Dive
During the online conversation, the moderator delves deeper into questions about the Joolz website. They discuss elements that are effective and elements that can be improved. They also examine how the website compares to other stroller websites.
The result
The conversation revealed that the Joolz website is generally positively reviewed due to its attractive design and clear product information. Ratings were particularly high when shoppers used the buggy finder or entered through the "discover" section.
However, shoppers who entered through the top navigation experienced confusion and frustration in finding a stroller that meets their needs. It took too much effort to find the right information. There was also a notable difference in information needs between expectant mothers and experienced mothers.
Na de sessie leverde 5hellos binnen 4 dagen een rapport met key insights, quotes en actiepunten
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