USER EXPERIENCE & E-COMMERCE REDESIGN FOR FERTILITY MONITORING COMPANY

Himama UX Redesign & Search Engine Optimization

HiMama

Overview

HiMama is a natural fertility monitor that tracks one’s basal body temperature and other somatic data to formulate a highly accurate prediction on when ovulation will occur. Though their natural family planning kit had much to offer, visitors to their website would drop out quickly because the navigation wasn’t easy to follow.

Himama sought our services to help their website perform better and to reduce their high bounce rate. Because their product had some fierce competition from similar products, another goal was to improve their SEO rankings so they could stand out from the crowd.

With the odds stacked against them, an optimized website and higher visibility online was the key to generating more sales. We were there to help, and brought some great results.

HiMama Fertility Case Study

The Discovery

The discovery process involved a complete analyzation of their existing website, which included SEO, navigation, layout, performance, and e-commerce solutions. We know that if today’s customer can’t find information or purchase online easily, they are likely to quit and search somewhere else.

To craft a better, more functional website, we ran tests to find out:

  • How their existing web traffic behaved: Where did they go on the website? What difficulties made them quit and go somewhere else? By using heatmaps, we could see exactly where they were scrolling and clicking.
  • Current SEO Performance: What keywords has the website been positioned to rank for? What was the competition, and how could we set them up to rank for the right keywords that would give them more business?
  • What kind of content they needed: By determining their customer personas, we could fine tune what kind of content their desired audience would want to consume.
  • Linking strategies: What were the existing links on the website and how could we maximize their linking strategies to boost their search engine rankings?
  • The competition: The sector of natural family planning had quite a few big names in its midst. We identified who they were competing with and how we could give hiMama a leg up in the fertility monitor business.
  • E-commerce: How easy was it to purchase in the original website, and how could we optimize the new layout to make it very simple to find out how to buy?

 

We also wanted to track user behavior to find out why many would start to shop but not finish. We discovered that the user experience wasn’t optimized and intuitive, which led to many people quitting the page because they didn’t know where or how to find the information they needed.

User Experience (UX) Strategy

External analysis

After our analyses were complete, we went to the drawing board to create a more refined UX strategy that incorporated all the elements we examined during the discovery process.We found out which pages received more sessions and which ones converted more users. We were also able to make a detailed UX strategy based on heat map tools and data that we took as we tested how people navigated and used their website.

With this data, we were able to enhance their page’s layout to make it more accessible and intuitive, guiding users easily to find the information they need. We ended up using the navigation to present multiple opportunities for the user to find buttons and links that directed them to the product. This helped our client achieve a higher conversion rate and to meet their business goals.

After our analyses were complete, we went to the drawing board to create a more refined UX strategy that incorporated all the elements we examined during the discovery process.We found out which pages received more sessions and which ones converted more users. We were also able to make a detailed UX strategy based on heat map tools and data that we took as we tested how people navigated and used their website.

With this data, we were able to enhance their page’s layout to make it more accessible and intuitive, guiding users easily to find the information they need. We ended up using the navigation to present multiple opportunities for the user to find buttons and links that directed them to the product. This helped our client achieve a higher conversion rate and to meet their business goals.

The Build

The heat mapping data showed us exactly where users were scrolling, looking, and clicking. This revealed the strengths and weaknesses in their former website’s layout and navigation. We took samples of this data until the results no longer surprised us.

When we had a generalized direction of where the majority of users were looking during the navigation tests, we were able to craft a more accessible, fluid layout that guided people to the information the needed- and quicky-to decrease the bounce rate.

Test & Launch

After we launched the new website, we tested user behaviors again to check for results. We were pleased that the new data that revealed greater user activity and scroll depth. The new UX also improved conversion rates and the way in which the user interacted with the website before making a purchase.

The Results

As our analysis predicted, this change improved the buyer’s experience. For example, the purchase button used to be hidden until one scrolled down. Our improved layout made the call to action, title, and price visible without scrolling. This made a significant difference in the bounce rate and boosted sales.