Conversion rate optimization of an Ecommerce website through UX design
March 2023 - June 2024
Remote product designer (freelance)
Cruisecode
Figma, slack
Cruisecode is a E-commerce website that allows cruise visitors arriving to Alaska to schedule excursions according to their cruise itinerary schedule, For every stop of a cruise ship in a city the website will show all the excursion available for booking based on the location and date of arrival of the cruise ships in those locations.
In this project I redesigned this E-commerce for Cruisecode website to increase the conversion rate.
I played on the elements down bellow to increase usability and apply persuasive design tactics to increase conversion
Copy, Illustration, motion
Effective copy, illustrations, and motion increase e-commerce conversions by engaging users and guiding them seamlessly through the shopping experience. Persuasive copy builds trust, tailored visuals reinforce brand identity, and subtle animations highlight key actions, making users more likely to complete purchases.
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Design pattern
E-commerce design patterns increase conversions by creating familiar, intuitive interfaces that make shopping easier and faster. This familiarity builds user confidence and reduces friction, encouraging more purchases.
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Usability best practices
Applying usability best practices on an e-commerce website boosts conversion by creating a seamless and intuitive user experience. Principles like discoverability, error prevention, and clear system feedback help users navigate effortlessly feeling confident making purchases. minimalistic visuals reduce friction and decision fatigue, encouraging users to stay on the site and complete their transactions leading to higher conversions.
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Psychology
Techniques such as displaying social proof through reviews and testimonials build trust, while creating a sense of urgency with limited-time offers or low stock alerts prompts quicker decision-making. Employing the principle of reciprocity by offering free content or discounts encourages users to reciprocate with a purchase, all leads to increase for conversion rate.
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When I was first hired in cruise code their priority was to create the CMS portal to manage the users bookings, I suggested the idea to work on the design of the booking website because is the user first interaction with Cruisecode.
The idea was accepted but with minimal changes to the initial design since the priority of the developement team was not given to the website
The legacy website had the following issues:
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