Speedo Appoint PRWD to Help Increase Their E-commerce Conversion Rate

Project Overview

Speedo appointed PRWD to provide an expert usability evaluation of the Speedo UK e-commerce site along with providing new designs for key pages within the buying process.

Objectives

The aim of the project was to identify quick win usability and user experience improvements which once implemented will deliver an improvement to the on-site conversion rate.

Approach

Paul Rouke provided a comprehensive usability evaluation of the existing customer experience provided by the Speedo e-commerce store. The review focused on the following areas:

• homepage
• category landing pages
• header and navigation
• product page
• shopping basket
• checkout process

Key observations were identified in each of the areas with recommended solutions provided. To ensure the recommendations could be easily briefed in to the development team new page designs were also provided as part of the project.

Next Steps

At the time of writing Speedo are currently in the process of implementing over 95% of the recommended changes and improvements, and to ensure the changes result in an improvement to the existing conversion rate Speedo are carrying out split and multi-variate testing as part of the implementation.

Client Comment

"We realised that it’s too easy to see things only from our own perspective and needed some qualified help from PRWD to understand what matters most to our consumers.

Working with PRWD has been invaluable. Paul is very logical and detailed in his approach and communicated his findings very clearly to help us see things differently.

Paul followed up with us quickly to make sure that we take action on the most important findings, and support us in getting there."

Paul McDermott, Head of E-Commerce at Speedo International