MOO Homepage – Danielle Last

Role Digital product designer

Team Merchandising & Optimisation

Goal Increase mobile engagement and SEO traffic

Summary

Taking insights from past projects, SEO recommendations and best practices I was tasked with creating a new homepage that could be A/B tested without any new development, to increase customer engagement on mobile.

User insights

Bounce and exit rates were compared with desktop. Users make very quick assumptions about MOO’s business values on the homepage, especially on a mobile.
Unclear value proposition. It was observed in testing that when users first land on the mobile site, it is not clear that MOO is a printing company based on the information found at the top of the page.
Users did not feel they could trust MOO. Users did not trust the “curated” testimonials that featured on the existing homepage, but preferred those of a third party.

Heatmaps from the original homepage show low engagement

Cross-functional workshop

I decided to run an ideation workshop to gather as many insights from different teams as possible. The 1-hour workshop included representatives from design, merchandising, marketing, SEO and analytics.

Starting with lightning demos to get ideas flowing and engage the group in discussion about things they liked and disliked and why.
Followed by individual sketching, generating an ideal state homepage regardless of current technical capabilities.
Finally we each presented our sketches back to the group for discussion.

Solutions

Based on the workshop I identified a core set of themes, each led to a hypothesis that fed into the final design to be tested.

Clear introduction. Explaining MOO’s value proposition.
Real live reviews. Addition of a Trustpilot widget that pulled in reviews from a third party site, supporting MOO’s commitment to quality and service.
Social Media. Inspiring customers and building brand awareness.
Popular products. Helping users to navigate the many products available on moo.com.
Reduced copy. To improve scannability.
SEO content. To improve search ranking.

Sketches from the cross-functional workshop

Outcomes and next steps

10.6% uplift in mobile conversion (+6.6% new, +11.6% returning) driven by a reduction in exit rate on the homepage
7.7% uplift in newsletter sign up conversion on mobile
Increased scroll engagement
New design to be tested across all markets before full release

Learnings

Stakeholder management. With such a high-profile page there are many stakeholders, I learnt to understand and manage their expectations. Keeping them involved during the process and understanding the reasoning behind all of the design decisions.
Involve varied disciplines. Running workshops and working with other teams, such as SEO and marketing, provided different perspectives on the same page, allowing me to design for all business needs.
Think responsive. Differences between the desktop and mobile site had a huge effect on users' first impressions of MOO.