Proprietary + Confidential

SBIGTECH
Mobile website audit

Customer Experience | Yanni Wang

Confidential + Proprietary
 Proprietary + Confidential

1 Onboarding
Key focus on initial onboarding flow
Elements to a Winning Landing Page / Screen
Proprietary + Confidential

Value Proposition
Users only read ~20% of the words
on a page. Make sure to have a
Get a Pixel 3a from $149 with
strong message that clearly states
benefits
eligible phone trade-in
Call-To-Action
The user should be clear on
what they can do next

No Distraction
Avoid automatic image sliders
or carousels on the landing
page/screen or decrease their
rotation frequency
Main Services
The user should quickly
understand what you offer
Homepage Proprietary + Confidential

Findings

CTA button
Value proposition
Main menu
Discount
Chat icon

Recommendation

- Emphasize CTA button to the image

displayed in 1st fold
- Test adding key product categories in
highlighted blank part
- Call out discount via images with % saved
labeled or CTA button “Shop sales”
- A/B test on text displayed in CTA button
“Add to cart” vs. “Shop now”
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Display images and products along with obvious CTA buttons

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Avoid creating urgency in CTA button on home page

Main menu Proprietary + Confidential

Re-organize the categories:

● Categorize by gender
with sub-category
included

● Include sale section

Chat Proprietary + Confidential

Resize the icon shape and

adjust color brightness to
ensure key focus is on CTA
button and product display
2 Path to Purchase
Select path and detailed browsing on
contents
Product list Proprietary + Confidential

Findings

Filter & sort

Color preview

Recommendation

Expand commonly used filters

Provide filter function
Suggest enable color preview in
product list
Competitor scan Proprietary + Confidential

Expand the commonly

used filters for quick
navigation
 External+ Confidential
Proprietary example
Filters

Displaying popular filter options +19%

Clicks

B
A

Results
➔ 19% increase on clicks from mobile version

Source: https://www.slideshare.net/ISMeCompany/conversie-verhogen-zonder-abtesten-de-top-5-beste-methoden#12 12
Product page Proprietary + Confidential

Findings

Busy interface

Text-heavy paragraph

Sticky buttons

Recommendation

Expand and call out size & color options

for easy navigation; replace text color
options with actual color pads

Clean up text-heavy paragraphs with

expandable tabs or bullets

Avoid chat icon hides the sticky color

option;
Competitor scan Proprietary + Confidential

Optimize the touch option part

large and easy to use

Add brand strengths around key

CTA button to book user
confidence
 Internal+only
Proprietary Confidential
Select & edit

Make touch targets large enough for smooth usage

+4.04%
in conversion rate
(tested on mobile)

The recommendation from Google Web Fundamentals accessibility

is that the minimum touch target size should be around 48 pixels.
For example, while an icon may only have a width and height of 24
px, you can use additional padding to bring the tap target size up to
48 px. The 48x48 pixel area corresponds to around 9 mm, which is
about the size of a person's finger pad area.

15
 Internal+only
Proprietary Confidential
Value proposition

State value propositions consistently on product page & checkout

+37% +26%
growth in added in proceeded to
products to the basket checkout (UK)
16
 External+ Confidential
Proprietary example
Sticky CTA

Making the Call to Action button sticky on product page

Results
➔ Variation B: Add to cart clicks increased by 6% with 4.2% increase on transactions
➔ Variation C: Add to cart clicks increased by 11.8% with 6.5% increase on transactions
17
Path to purchase Proprietary + Confidential

Findings

Sticky CTA button

Busy interface; Too much emphasis

on recommended products

Recommendation
Simplify text displayed in pop-up window

Call out items added to cart instead of other

recommendations
Customer support Proprietary + Confidential

Provide estimated waiting

time for support and offer
alternatives when live
support is not available

Getting support within 2 mins is

the average expected waiting
time from US consumers
 Proprietary + Confidential

NEXT STEPS
 Proprietary + Confidential

Recommendations

Type Heading
Recommendation Heading
A/B test Data reference Result

Onboarding Emphasize CTA button to the image displayed in the 1st A/B test on text displayed CTA rate
Home page fold in CTA button Bounce rate
Test adding key product categories in 1st or 2nd fold of A. Add to cart (original) Average session time
home page B. Shop now
Call out discount via images with % saved labeled or
CTA button “Shop sales”

Navigation Main menu: categorize by gender with sub-category A/B test

included; add sale section 1)enabling color preview CTA rate
Chat: resize the icon shape and adjust color brightness to 2)expand common used Cvr
ensure key focus on CTA & product filters
Product list: expand commonly used filters; enable color
preview in list page

Path to checkout UI: Expand and call out size & color options for easy A/B test adding value
navigation; replace text color options with actual color proposition around CTA in Add-to-cart rate
pads product page
Conversion rate
Around CTA: Add brand strengths around key CTA 1.current version
button to book user confidence 2.add key strengths

Cart preview: Simplify text displayed in pop-up window; A/B test sticky contents
Call out items added to cart instead of other
recommendations
Next steps & recommended timelines
Proprietary + Confidential

Evaluate the report/

recommendations internally
Schedule a follow up call to
Launch action plan to discuss progress, track business
address opportunities impact, and/or discuss newer CX
opportunities

2-3 ~1 ~6 ~12
days month months months

Share your feedback on the Self-review progress through

program! frameworks & KPIs & track
progress.
Thank you