The Challenge
As a top contender in the wireless audio accessory market, Ultimate Ears sought to increase the conversion rate of their wireless earbuds, the UE FITS. Looking to optimize the user experience, especially during the checkout process, they reached out to PXD.
About Logitech + Ultimate Ears
Logitech is a multi-brand technology and design company with a reputation for quality and innovation in the music, gaming, video, and computing industries. A multi-billion dollar company, their products and solutions can be found in nearly every country in the world. Ultimate Ears is a Logitech brand that produces premium audio gear such as in-ear monitors and portable wireless speakers.
Hypothesis
Adjusting specific sections of the Ultimate Ears website to create a user-centric experience would increase product understanding and overall conversion.
Small changes, big results:
increase in landing page conversion rate
increase in checkout flow conversion rate
increase in “Add to Cart” rate
Method
To understand the existing user experience, PXD implemented user testing to evaluate the purchase process from start to finish. After data collection and reviewing Ultimate Ears’ baseline analytics, PXD identified areas in which Ultimate Ears could implement the least amount of change to provide the maximum end result.
With the help of PXD, Ultimate Ears chose to adopt a more streamlined approach to their landing page and checkout process. By making adjustments to color, positioning, and iconography in targeted areas of the user experience, they were able to provide clear messaging that simplified the browsing and buying process for the user.
Execution
Following rapid implementation and testing methods prior to go-live, the application of a simplified, more user-focused approach on the Ultimate Ears site led to significant shifts in product conversion rate.
Challenges
Facing a tight turnaround time before the holiday shopping season, Ultimate Ears knew any changes they were going to make needed to be meaningful and efficient.
Wins
The calculated visual and navigational changes that were made resulted in more engagement, with more users reading reviews and scrolling to the bottom of the page.
The streamlined browsing experience caused a marked rise in the number of people adding UE FITS to their cart. The continued ease of the updated checkout process resulted in a 90% increase in conversion rate, lending to the overall success of the implemented changes.
increase in landing page conversion rate
increase in checkout flow conversion rate
increase in “Add to Cart” rate
In short,
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