WHAT THIS DOES WELL:

The date picker is easily accessible and easy to use. It allows users to easily scroll through calendar months. Using a different color, the date range filter changes color to indicate a date range has been applied. The date range is shown within the button.

HOW THIS FEATURE IMPROVES UX:

Filters are easy to use, and clearly communicates to users what date range has been applied.

METRIC TIPS ON HOW TO VALIDATE IMPROVEMENT:

Monitor the engagement and conversion rates on the date picker. Watch session replays to ensure that there is lack of friction with this element.

DESCRIPTION:

As users search keywords, they are given search suggestions, product suggestions, as well as content suggestions.

HOW THIS FEATURE IMPROVES UX:

Can help inform users that may benefit from additional information to inform their purchase.

METRIC TIPS ON HOW TO VALIDATE IMPROVEMENT:

For users that visit content articles, understand where they are coming from within Journey Analysis. Do the page views increase with this feature?

DESCRIPTION:

Users can use a dropdown on the mobile version of the website on the homepage to navigate different types of content. In this example, the user is anchored, however the dropdown can also have users be directed to a specific page related to the subject they chose.

HOW THIS FEATURE IMPROVES UX:

Helps users to easily navigate long pages or different content without loss of exposure.

METRIC TIPS ON HOW TO VALIDATE IMPROVEMENT:

Compare the conversion of the different pages or the exposure/float time / interaction metrics of the content sections to before the secondary navigation change. What is the click rate, time before first click, and conversion rate of the dropdown itself?

WHAT THIS DOES WELL:

Visually and creatively communicates to users what their investment potential is based on a chosen recurring investment amount and frequency that the user can manipulate below the data visualization. The graphic is clear and annotated with information most important to the user (projection and age, current and potential). The user can also manipulate the slider to see at different times what the hypothetical project will be. Users can immediately 'turn on' the amount and frequency they have chosen as a recurring investment.

HOW THIS FEATURE IMPROVES UX:

Provides meaningful and actionable information. Turns complex data into easy-to-understand information for the user.

DESCRIPTION:

Links to each of the parent category are listed horizontally in order of largest to small, with the last 'crumb' being the category of the products the user is viewing. It is at the top of the page.

HOW THIS FEATURE IMPROVES UX:

Helps users easily navigate to related categories to the products they are already browsing. Visibility is high at the top of the page.

METRIC TIPS ON HOW TO VALIDATE IMPROVEMENT:

What is the click rate, time before first click, attractiveness rate, and conversion rate in comparison to other elements on the page? How relevant is this feature to user purchase?

DESCRIPTION:

When a user adds an item to the cart, the confirmation pop-up confirms their item was added successfully, but also tells the user that items in the cart are not held indefinitely. Then they are prompted by a CTA to view their bag.

HOW THIS FEATURE IMPROVES UX:

Helps to warn users before they are surprised to find their cart is empty, should they come back later to check it. This may encourage users to use the Favorites/Wishlist feature, or create urgency to make their purchases faster.

METRIC TIPS ON HOW TO VALIDATE IMPROVEMENT:

Is there an increase in interaction with the Favorites/Wishlist feature? How does conversion change when this information is littered across the website in appropriate places?

DESCRIPTION:

On the list page users can use a dropdown at the top of the page to narrow down the parent category further by choosing a sub-category.

HOW THIS FEATURE IMPROVES UX:

Helps narrow down the selection, potentially helping users find what they are looking for faster than attempting to apply multiple filters.

METRIC TIPS ON HOW TO VALIDATE IMPROVEMENT:

Check the time before first click in comparison to the filters. Does it get engaged with faster? Check the click rate and attractiveness rate. What does this tell us about the likelihood of users using it? Lastly, what is the conversion rate per click? Is it effective or helpful in driving conversion compared to other elements on the page? What about in comparison to the filter?

WHAT THIS DOES WELL:

Notify users of incorrect promotional code inputClear visual error message

WHAT THIS DOES WELL:

Guidance Reduce confusion about what needs to be corrected

METRIC TIPS ON HOW TO VALIDATE IMPROVEMENT:

User journey: multiple page reload Hesitation rate and click recurrence on the zone

WHAT THIS DOES WELL:

Uses a button that is noticeable on the pageGives users a visual interpretation of different kinds of fitAllows users ability to find the correct size for them, without having to leave PDP

WHAT THIS DOES WELL:

Users' need for more interest on size and fitEasier way for users to scan information rather than read long paragraphs of text

METRIC TIPS ON HOW TO VALIDATE IMPROVEMENT:

Check click rate and attractiveness rate to monitor engagement levelsCheck purchase conversion rate per click or conversion rate per click to understand whether it is effective for ecommerce