Zero measurement

Overview current state web shops to:

• Measure the effect/improvement/success of changes on the current platform and launch of the new web shop
• Discover areas of improvement which can create goals

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Overview current state

• Overview types of pages (incl. screen shot per type of page)
• Define the goal per page . To create a clear goal for all existing stakeholders of what that page should be.

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User research

Discover trends using GA to justify the business case.

• Sessions in relation to devices
• Conversion rate per device

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User analysis

Use Google Analytics to get basic insights into:

• Age
• Gender

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Identification of pain points

Use GA to identify pain points e.g. steps in the conversion funnel where the user loses interest. In this case: the search functionality, least performing pages and page timings.

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Form analysis

Use Hotjar to discover how users interact with the most important contact forms. This way we discovered where people drop off the most while using a form.

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Qualitative research

• Interviews with relevant departments to gather available user data
• Customer feedback tools (surveys) to identify user's main problems with the web shops

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Heatmaps

We continuously ran heatmaps of different types of pages to gain user insights to current page and webshop changes introduced before the launch of the Mobile First project.

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Projectmanagement

Creating timelines of all tasks and for all stakeholders to plan the project and create deadlines

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A/B Tests

I've setup a A/B test process within the E-commerce and Marketing department to continuously test and gain insights into our users. All the data we acquired went into improvements within the Mobile First project.

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Conversion path

A weekly/monthly overview of the performance of the platform (data from Google Analytics, Hotjar and Optimizely):

• Currently running A/B tests
• Insights per device (trends, sessions, conversion rate, potential value lost)

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Wireframing

An external agency supported us in designing the new web shops.

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Visual design

The approved wire frames got translated into visual design. Another round of approval was necessary to start/continue development.

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