Optimizing conversion rate through UX data

In just 3 weeks, I conducted a mobile-focused UX audit for a telco e-commerce store in South Africa, using usability tests, heuristic evaluation, and funnel analysis. My recommendations led to a: – 0.9pp increase in mobile conversion

Client: Telco company in South Africa

Year: 2024

Team: Me(UX), collaborating with the conversion optimization team

Business Impact from 3-Week UX Audit

+0.9pp

Increase in mobile conversion rate
→ Result of targeted usability testing and mobile UX fixes.

–8%

Drop in mobile bounce rate
→ Achieved through heuristic analysis and clearer navigation structure.

+1.2pp

Lift in add-to-cart rate
→ After simplifying plan comparisons and product descriptions.

+R1.57M

Monthly revenue uplift
→ Attributable to improved conversion from mobile traffic alone.

01. The Roadmap

As one of the first steps, I created a roadmap with selected UX activities. The client wanted to focus on data-driven approach, so different ways to gather data were selected.

02. Narrowing focus.

Patterns in existing data lead to a decision to focus on improving the Conversion Rate for mobile experience via UX Audit.

03. Understanding the user.

To understand the end users for both business, and personal, I facilitated a remote proto-persona workshop.

After that, we could hire relevant users for usability tests, that I performed. The research showed various insights, and also based on the device type, the results varied. I used an Affinity Map, to consolidate the research results into clusters and placed them on a matrix.

04. Heuristic Analysis

I performed Heuristic Analysis, based on Jakob Nielsen’s 10 general principles of UX, to gain deeper insights, based on these principles. This helped getting a deeper insight, from a UX perspective in areas of improvement from a UX standpoint.

05. A Brief Competitor Analysis

As part of the process, I also performed a brief competitor analysis, that helped to get an insight into how well our client positions against its competitors.

06. Final Results - Affinity Mapping

Now, that data insights were collected from different methods, a comprehensive matrix was delivered as one of the last deliverables.

During the 3-week sprint, I identified and addressed key usability blockers on mobile.
In post-implementation validation tests:

91% of users completed checkout unaided (vs. 67% before)

“Elizabete was a joy to work with. Her collaboration with the team and her outputs were great. Her objective was to deliver on a UX assessment for a Telco to inform an experimentation roadmap. Her insights gave us a robust approach and supported with data, we are able to provide a data driven mindset to meet the clients objectives. I look forward to working with her again. Thank you El!”