Lovehoney case study: just because it can move doesn’t mean it should move
Let’s use email newsletter signup boxes as an example here.
They’re very important to many businesses, who use them to deliver special offers, retargeting messages and other sales-related incentives.
They could appear as pop-ups, on the side, or at the top or bottom of web pages. They could appear anywhere. Where the hell should you put them on a responsive site?
Lovehoney took the best possible approach and asked its users – who gave a resounding answer.
Lovehoney increased conversion rate by 24%
Lovehoney is the UK’s largest online sex toy retailer. When Elton John asks, “Are you ready for love?” Lovehoney has thousands of products to help you answer, “Yes, I am.”
Most of the traffic to its site actually comes from mobile devices – as you can imagine, privacy is very important to its users.
Which means multi-device user experience is super-important to the good work being done at Lovehoney. So, they ran UX tests on their mobile site (among others) with WhatUsersDo.
Looking at the many insights uncovered during testing, we noticed that the newsletter signup box was one of the most recurrent topics.
Everything in its logical place vs everything in its right place
At the time of testing, this is where the newsletter signup box was placed on the Lovehoney desktop site – at the bottom of its web pages:
But when users tried to find the same box on their mobile site, here’s what happened:
And here’s another lad not having much luck finding the signup box. He scrolls to the bottom of the page, just like everyone else, but doesn’t find the signup box…
So, he eventually uses the search bar to find it:
Several users had the same problem but most didn’t bother using the search bar when they were unsuccessful. This wasn’t good because the email newsletter is a source of revenue and engagement for Lovehoney.
Remote user experience testing allowed Lovehoney to see not only that users had trouble finding the signup box, but also where they expected it to be.
How did Lovehoney solve this problem?
Go on Lovehoney’s mobile site now and you’ll notice that the signup box is at the bottom of its web pages, just like on the desktop site.
Users can return to the site after viewing on another device (at a different time) without becoming confused.
What were the results of user experience testing?
The insights Lovehoney uncovered during remote UX testing helped it maximise results from A/B testing and TV-advertising generated traffic.
This led to:
- 24% increase in conversion rate
- 115% increase in revenue
Powerful evidence that the foundation of any good relationship is communication. Ask your users the right questions and then listen.