Steve and Elaine identified several areas of focus from the audit.
1. The PLP
With Contentsquare, they could see that customers were using the basket in a wish list capacity—adding and subtracting from the basket multiple times. They hypothesized this was driven by users starting their journey on mobile and continuing on desktop.
They also wanted to reduce the amount of page clutter to give the site a cleaner feel, and expose users to more product colorways at the PLP level.
2. The Filters
Steve had tested and made some improvements but knew there was still work to do to make the filters more mobile-friendly.
3. The Checkout
From his research, Steve understood there were limitations in the guest checkout. The login page was cluttered and had several areas of unnecessary data entry which was frustrating ad confusing users.