After a full User Experience (UX) review, which combined Google Analytics and user behaviour tracking analysis, we quickly highlighted a number of key areas for improvement.
One of the main findings was issues surrounding the search and navigation. Due to the high level of products that the website held, the menu on the previous site appeared cluttered and confused. Two major steps were undertaken to tackle this issue:
A mega menu was introduced to clearly display the top-level categories in the main navigation and provide users with a clear journey to the sub-category they were looking for. The mega menu now includes singular dropdowns that provide options to instantly shop by areas such as department, product type, and brand.
We repositioned the search bar into the middle of the header to allow users to locate it easier, as the findings from our review indicated that users were more likely to search for a product than use the navigation.
Other notable improvements included: introducing pinned filters on category pages so users can continuously filter their search as they browse through products, adding swatches to category listings if products come in multiple colours, and customisable laser engraving options to a limited number of products.