Custom UX Design that Improves Conversion Rates

Ecommerce store owners are always looking for a competitive edge, and that’s great practice to maintain. And when you can find low-cost adjustments that yield great value? That’s the best! For online stores, focusing on ecommerce web design can result in the extra value many merchants look for.

One of the first places to start are adding custom web design improvements that refine the product page, or what some may call the landing page. In this case study, we’ll look at ecommerce client Thrasio, who took the idea of customizing the landing page to heart – and found value with even minor design improvements.

Thrasio buys single-product brands that are popular on Amazon and grows them even more. In fact, their streamline approach made them the fastest profitable U.S. company to ever reach a $1B valuation. Thrasio’s process can be explained in three steps – Purchase a Fulfillment-by-Amazon (FBA) product/brand, incorporate UX design and lastly, grow it!

This may sound like a general statement, but it’s taking a marketable product, and applying a near scientific approach in UX-design for even further growth. Thrasio’s high-speed acquisitions are unmatched in the industry and the high purchase volume created the need to outsource design work. More importantly, they were looking to solidify a direct-to-consumer line through Shopify ecommerce stores, not Amazon.

Simultaneously selling products through an ecommerce platform like Shopify and Amazon is well known, but why would a store shift away from Amazon? There are several answers to that question but for Thrasio it’s about separating the brand from the millions of products found on Amazon. The goal is to fully customize the landing page while also marrying new FBA products into Thrasio’s branding model, including logos, colors and style. Here’s how it went.

After connecting with their Director of Channel Development, we got to work. Brand by brand, we studied their product, inspected the landing page, and improved design flaws. The end goal was obviously higher Shopify conversions, but each product has its own strengths and storyline. Design can involve a somewhat psychoanalytical approach – taking on the mindset of a potential buyer.

Our web design team takes time to learn about the product, purchase intent, the buyer, and the product’s value proposition. Most times a design team may completely understand these points but still fall short in communicating this with proper design.

For this reason, our consultative approach and team effort with Thrasio included speedy but thorough communication. A sort of in-depth discussion about each of their single-product brands before beginning the design phase. Again, this is an important step if we’re taking a brand and aiming to accurately communicate the value for buyers, whether visually or through writing.

Remember the science behind the process? Well, when designing for many different product types and potential buyers, it’s important to keep that in mind. With Thrasio’s slew of products that range from a pillow brand to a car vacuum, it’s crucial to maintain the process while constantly looking for inspirational aspects that can stimulate a buyer.

Studying the products

This was fairly easy with a great partner like Thrasio providing timely and necessary information like product specifications and images. Their efforts assured us that we didn’t lack vital information that could help us paint a clear picture for the buyer.

Sorting through the details

Picking and choosing what to keep and what to amplify is crucial. It’s a back and forth debate between keeping useful details without information overload to the buyer. It’s a fine line between too many “filler” details and missing an important unique selling point. Our design approach during this phase is about patience and consistency.

Processing content into a new layout

Here, it’s about creating a succinct presentation to place the product details in the correct order. Usually a product has more than one selling point, but which one is most important? Using the design tools inside of Shopify, we’re able to highlight benefits and set a precise order that does not confuse or disrupt the on-page experience. Our design team took the product details and formulated a customer journey for each page. It’s something we call“reconfiguring content”.

Clear call to action (CTA)

The final step is simple but critical. This involved designing the journey of the product page for the customer to “take action” and convert as easily as possible. We aimed to eliminate all guess work and hesitant language. Surely you’ve noticed CTA’s on other product pages – Buy, Place Order, Schedule Today, Download Now. This may be clear messaging, but we focused on the language and design leading to the CTA. Our main goal was to answer any questions of doubt about what the customer will receive in exchange.

We’re proud to say all of Endertech’s landing pages surpassed previous conversion rates. Taking the steps described above and with great support from Thrasio, we were able to elevate the designs and meet Thrasio’s standards. With custom UX-design, it’s important no short-cuts are taken. Although you can get away with general checkout/landing pages, a custom approach has its clear benefits.

The next time your company is looking to gain an edge, review your design approach. It can be the best place to start for increasing conversions and overall value for your customers. Try it out, or if you’re looking for an experienced design team, we’re glad to help!