The main page structure
According to the research in the field of e-Commerce development, the more diverse content is offered on the main page, the higher the probability that a user will find something interesting for them and won't leave the page for a long time.
Adding blocks with new products and sales offers, creating product collections, design in the form of different types of banners — these are the mechanisms that helped us expand the sales funnel at the entry.
In addition, we have developed a "smart" search with prompt messages and mini-product cards. The search optimization was important as the conversion rate for the search is much higher than in other parts of the sales funnel.
You can use filtering and sorting to quickly find the right products in the product catalog and compare them with each other.
We have optimized the pagination of catalog pages to meet the search engine requirements. Now additional products are displayed without refreshing page and not distracting the user from the page content.
We have created a concise design for product cards that helps concentrate user attention on completing the purchase.
We put special emphasis on addressing common objections. The market of refurbished electronics is quite complicated: the target audience can question the seller's reputation. We added information about warranty, delivery and useful characteristics to the product card as it is recommended by international leaders in the field of usability and sales psychology. The rest of the redesign was also aimed at increasing the level of customer trust.
We have taken great care to ensure that the Cart and a checkout page comply with with US laws. Payment is split into three stages: first, the user enters their personal data, then chooses delivery terms, and finally specifies a payment method and their e-mail where the online payment receipt is emailed.
An important part of project transformation is the marketplace redesign into an online store, which involved not only the visual image change, but also strengthening the client's online positioning.
When developing the client's USP — the sale of refurbished electronics without loss of quality — we suggested positioning within context of a global trend for sustainable consumption and conscious attitude to the environment.
We emphasized that The Store gives your retired electronic devices new life, reduces the need to produce new equipment and thereby helps protect the environment.