Optimal user experience on mobile

One of the biggest findings in the user test was the test persons’ experience of zizzi.dk on the mobile where, for example, the mobile menu did not function optimally. In the redesign, Hesehus and Zizzi have therefore created an easier and more user-friendly menu in which it has also been made clearer to the customer whether he/she is in a main or a subcategory. The search button has also been allocated a distinct icon and has been placed so that it is easy to find in the mobile menu and last but not least, in the redesign improvements have been performed in the filtering on the mobile where the filtering button has been made more visible and where the customers are now able to set up more filters at the same time in their search.

The changes to the redesign have resulted in an optimal user experience on the mobile and the customers have certainly repaid it by an increased conversion rate of nothing less than 33.14%.

Erik Stengaard-Pedersen, Head of E-commerce & Omni-channel at Zizzi

“Via the user test, we obtained really useful insight and got to know our customers and their online shopping patterns even better. Together with Hesehus, these have been optimally integrated in the new design which the strong conversion rate clearly shows. The result speaks for itself”

Improved sorting gives conversion boost of up to 20%

Another finding which the user test clearly indicated was that the test persons did not receive what they expected from the webshop’s sorting options. An example is that several of the test persons commented on the standard sorting where they could choose the sorting option 'Zizzi recommends'. Here it was expected to become inspired and tempted by products which Zizzi considered to be hot fashion wise and not, as was the case, basis products. Zizzi has now changed this in connection with the redesign by optimising the standard sorting with new options which meet the customers’ expectations which on average has provided a conversion improvement of 2.1% and a conversion boost of up to 20% dependent on the specific content.

3% increase in average order value with better size indication

Zizzi’s product range operates with different sizes (e.g. S, M, L and 42, 46, 50). During the user test, it turned out that it confused the test persons when filtering as they were introduced to a list of options that they had not expected. In the webshop, Zizzi has a size table which explains the different sizes which meant that the test persons assumed that if they chose size “S” in the filtering, they would be shown products indexed as “42” and “44” (the corresponding sizes). However, such cross filtering was not made in the webshop and this meant that the test persons who searched for trousers in size 46 were not shown trousers that were indexed as M even though the trousers matched the actual size they were looking for.

This has been solved in the new redesign by a better mapping between the sizes allowing the products which match the size searched for to appear. This means that if a customer is looking for trousers in S, the trousers indexed as 42-44 are also included in the view. The improved mapping has resulted in a 3% increase in the average order value for Zizzi.

Read the case on Zizzi's international webshop.