Using bold UX/UI guidelines to increase Wowcher's digital conversion rates.
Wowcher
Client
Year
Scope
2021
Wowcher is the UK's second-largest e-commerce deal-of-the-day site. The site, which allows consumers to access products and services from local merchants, gives consumers major savings while helping businesses boost awareness and growth.
Wowcher has worked with Sēon over a range of projects to upgrade its entire front-end design, including its payments, gift-finder, and search functionalities. A/B testing revealed these changes led to a drastic increase in conversions, so Wowcher chose to roll out Sēon's front-end designs across the entirety of its site.
Sēon conducted research into Wowcher’s target demographics, identifying elements of UI design that encourage users to click, and identifying pain points that might block conversion to successful sales.
The team discovered that the reduced scale of the search bar on the existing web design was blocking users from accessing relevant deals, and in response we created a full width search bar to more effectively draw the eye, and defined a new layout that pinned it to the top of the page. After updating the search bar along with the search iconography, Wowcher saw a 180% lift in search bar usage.
UX/UI Design - Search
Wowcher
The user testing raised the issue of scroll fatigue and deal-blindness when browsing without a specific product in mind. As a solution, Sēon introduced an ever-changing grid that established a system of deals, further interrupted by vibrant panels of featured deals.
UX/UI Design - Deal Browsing
Wowcher
We placed emphasis on time remaining, and introduced multiple instances of the CTA to encourage users to click through to checkout.
Included in the front-end redesign were the deal pages and the deal tiles themselves. Sēon focused on enhancing urgency, using Wowcher’s lively colour palette to establish hierarchy within the information-rich deal tile. We placed emphasis on social cues, and introduced multiple instances of the CTA to increase conversion from general browsing to sale.
UX/UI Design - Gift Finder
Wowcher
Restructuring the checkout process to aid efficiency and reiterate urgency, Sēon conducted another round of user testing to ensure all pain points had been reduced in the process of rearranging the checkout structure.
After A/B testing, Wowcher saw an overwhelming increase in conversion, and chose to roll out Sēon’s front-end designs across the entirety of the site.
UX/UI Design - Checkout
Wowcher
Next Project
Spaceium
Next Text