Linjer

Linjer is a Norwegian studio that offers beautifully design and handmade products. Roman, a co-founder, reached out to me to do an audit of their website and boost their conversion rate for present and future products.

After running complete audits and evaluations, and to put their designs into the foreground, we decided to create content which would be used as the key selling point of their brand, offering the homepage as the driver of sales.

Beginning

Users don’t go to detail pages

People don’t see the full breath

Checkout has too many steps

Adding straps is a tedious process

Results

User conversion up by 75%

User engagement up by 50%

Blog posts get users engaged

Simplified checkout and complements

Overview

When starting with the audit of the page, the goal was to specify why users weren’t converting from the homepage to the the product detail pages, and why weren’t they getting the full breath of content that Linjer had.

A heuristic evaluation helped display that the number of user journeys from one one place to the other was limited due to the fact that there were only two call to actions to products.

In that time, I also realized that, even if the brand was very active in social media sharing stories about their products and successes in third party apps, they weren’t sharing content from their own site, there was a possibility to sell products through content.

The Problem

The problem was framed as not converting enough users from the most visited page—home, to their checkout—but analyzing the flows it was clear that, not only we needed to uncover more user journeys and display content as the key selling point of their brand, but we also needed to improve the checkout flow and simplify the addition of complements, straps or just the change of sizing of specific objects.

I also defined the need to display the bull breath of the brand right in the homepage with a contextual menu that would show all the products that Linjer designs, encouraging then user journeys, not to the collection pages, but to the detail pages instead.

Solution

The solution included an array of fixes to the current site’s taxonomy and content structure, as well as different visual treatments to components such as the menu, the home page, or the checkout itself.

As for the content structure, we decided to feature looks and blog posts from the brand to display proximity with clients, and as for the taxonomy, we decided to clean up their past categorization of products into a cleaner menu that would be easier to understand.

Visuals

Not only we cleaned the information presented to users, but we created a reason for users to come back to the app by featuring popular content that they could buy right from the home page. We also highlighted blog posts about their process, humanizing the brand and making it relatable.

As for the checkout flows, we cleaned the amount of information that was displayed and we treated every page as a landing page of content. We added recommended straps down below and cleaned a rather confusing sizing guide that users reported multiple times.