Increasing the Conversion Rate of the ASOS Mobile App

1. Intro

Many people use the ASOS mobile app, that is an important resource of income for the company. But how could we increase the conversion rate in the product funnel? First, to better understand our app, let's compare it to others by conducting a Competitive Analysis of 5 similar applications.

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2. Competitive Analysis

Conclusion

At first glance, we can observe that these apps share common characteristics, which could help improve our app.

• Homepage featuring new arrivals or discounts
• Easily visible "Add to Bag" button
• Clear user interaction when adding a product to the bag
• Indication of free shipping in the bag
• Clear product photos with detailed product information
• Bag preview before logging inIndication of free shipping for a minimum purchase amount
• Compatibility with Apple Pay
• Registration after starting the checkout process

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3. User Flow

What else do these apps have in common? Let's see it in a simple User Flow that covers the key aspects from all of them to improve our conversion rate.

If we highlight the most important steps through the competition, we can see that all the apps have the following key elements:

• Homepage
• Product Listing
• Product Page
• Shopping Cart
• Checkout Page

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4. UX Review / Heuristic Evaluation

Now that we have a clearer picture of the user flow in our competitors, let's examine our app by conducting a Heuristic Evaluation to identify the most severe usability issues in the user experience.

Nielsen's 10 heuristics will allow us to detect errors and improve the conversion rate.

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5. User Testing

So far, through the UX Review, we have identified issues primarily on the product page, the shopping cart, saved items, and the checkout process.

But what do the actual users think about our app? After conducting User Testing, we will examine the results and the problems they have encountered.

We asked them to complete tasks such as:

• Add a T-shirt to the shopping cart in size M.
• Add the same T-shirt once more in a different size and then go to the shopping cart.
• Remove any product from both and then proceed to checkout.
• Search for another product, add it to saved items, and then move it to the shopping cart before going to the cart.
• Search for a product by its name.

Additionally, we asked them questions trying not to lead their answers, such as:

• "What do you think of the amount of information on this page?"
• "What do you think of the product presentation?"
• "How about the findability of the the button “add to cart? How easy was to find it?"
• "How would you compare the saved items page to the shopping cart page?"

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User Testing Results

Let's start with more general conclusions, and then we will review their responses for each section of the app that we are interested in.

• All participants in the sessions are more or less accustomed to clothing shopping apps like ours.
• None of the users pay much attention to banners on the homepage, but they would use a discount code if they see it at the right moment.
• When they need to find a specific product instead of browsing, they find it more challenging.
• All participants prefer to browse for clothing through category cards and don't use the search function as much unless it's necessary.

Now let's see the detailed results per page:

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6. Redesign

Now that we have reviewed the issues affecting how people use our app and their feedback, we have the information to enhance the experience and increase the conversion rate, meaning more visitors may purchase our products.

Based on the insights, we will focus on redesigning the Product Listing, the Product Page, and the Cart, as these areas contain the most severe problems.

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Conclusion

Based on all the data collected from the UX Review, Competitive Analysis, and User Testing, we have redesigned the three main pages that influence the shopping experience of users visiting our app.

We believe that thanks to the design changes we have implemented, we will be able to increase the conversion rate by at least 2%.

Next Steps

• Conduct further User Testing to confirm the results and discover new insights about their experience.
• Perform data analysis based on the existing Analytics within our application.
• Ensure design consistency by documenting all components used from the Design System.
• Prepare all necessary components and screens to be ready for handoff to the developers.