Count on me: Improving brand trust for conversion
Context
The Nutrition Clinic had launched a new product but found that conversions were low. They wanted a UX diagnosis to identify why users were not converting.
Strategic value
Delivered UX strategy, UX writing, and site redesign that builds user trust and reduces cognitive load.
Objective
- To analyse from UX why users were not moving along the marketing funnel
- To propose validated UX solutions to improve user conversion rate
Results
- Increased users who could differentiate between client's offering from 1/5 to 4/5
- Increased users' confidence and curiosity to convert from 2/5 to 5/5
- Increased System Usability Score with our website redesign by 25%
My UX Journey with The Nutrition Clinic
Our client's business strategy was not getting them the clients they wanted.
My team and I went out to talk to users and test the site with them.
One of the key problems hindering conversions: A lack of trust.
The problem:
Pushy marketing + Confusing product offerings + Unclear copy → Lack of trust → Lack of conversions
- Users were not making 10-minute enquiry calls
- Users were not signing up for our client's newsletters
Problem statements to increase brand trust
1) How might we provide more clarity to the user regarding our client & their products?
2) How might we improve conversion for enquiry calls and newsletter sign-ups?
Our Results
After validating our prototype, we found that
- Our System Usability Score increased by 25% to 89% from 64%, showing increased usability
- 4 out of 5 participants could identify the product differences, a 20% increase from 2 out of 5 participants before the redesign
Our client appreciated the redesign, especially the copy rewrite, and are seeking to implement our iterated prototype.
Solution #1: Make the copy more succinct
To solve the problem of unclear and verbose copy, I worked on rewriting the copy.
I believed that making the About page more readable and user-friendly would have a direct impact on the brand perception, especially since the client had just moved solely online.
Why this is important: While reducing scroll lengths, the succinct rewrite focused on accentuating the brand's unique selling point and meeting users' needs.
Solution #2: Make information more findable & nurture the user
Our analysis of the sites' heat maps revealed that users were not scrolling to key pieces of information on the page.
As such, since research also showed that the overwhelming number of CTAs put users off, we removed some CTA buttons to reduce pushiness.
We also reduced the number of scrolls needed to get to the end of every page, where we added the newsletter sign up form (one of the client's goals for conversion).
As we learnt that users wanted to be nurtured with more expert information, we brought to the product pages case studies and scientific information that the client had in other publicity materials.
In redesigning and shortening the pages, I took care to highlight brand affinity.
Closing thoughts & reflections
Working with an e-commerce client pushed me to recognise the deep connections between UX, copywriting and digital marketing.
In addition to visual redesigns, my strength in communicating information succinctly was a powerful tool to increase user engagement with the product.