Wowcher is the UK’s second largest e-commerce deal of the day site. Allowing access to products and services from local merchants, the site has spent a decade providing major savings to loyal customers and delivering marketing solutions to merchants in search of growth.

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Working extensively with Sēon over a range of projects, Wowcher have upgraded their entire front end design, including payments, gift finder and search. 

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Sēon began by conducting 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.

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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.

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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.

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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.

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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.