COOK
Cook wanted to improve the performance of their website through CRO. After extensive qualitative and quantitative research, this is a bit of a highlight of the outcome.
CLIENT: COOK
ROLE: CREATIVE DIRECTION UX. UI. ANIMATION. USER TESTING.
COOK
Cook wanted to improve the performance of their website through CRO. After extensive qualitative and quantitative research, this is a bit of a highlight of the outcome.
We decided to run moderated user testing sessions to understand how users were interacting with their site, and where the challenges were. These were a mix of personas that covered a large portion of Cook’s user base and consisted of users who both had and hadn’t shopped from Cook previously.
Refinement and reordering of additional information based on engagement levels and user testing.
Differences between servings was minimal, therefore a simpler way of displaying information and removing repetition made it easier to understand.
The same approach applied here with the removal of repetition on the cooking instructions. Simple, quick-to-read instructions based on the size of your order.
Adding how-to videos to the product page were included to highlight the simplicity of preparation.
Tighter integration of cross-sell and upsell opportunities, focussing on longer meal planning.
CHRISTMAS CAMPAIGN
It should be noted that although Robbie the rubber chicken made it to the prototype, it didn’t feature on the ‘live’ site.
