Avon.com website
AVON.COM IS BOTH FOR AVON CUSTOMERS AND REPRESENTATIVE CUSTOMERS
Our team was given the task to update the avon.com site to make shopping on the site easier and to increase sales.
It was important to keep in mind that our site is not only for Avon customers, but customers of our representatives who sell our products online. Any customer on avon.com has the ability to connect to a representative to ensure that their purchases count as sales for a representative.
RESEARCH
Since we wanted to increase sales, we looked at areas on the site that could possibly be improved. Looking at the site, we looked at the products that were low in conversions and how they were categorized. We decided that the best way to test would be to run a card sorting test and then and A/B test to decide how we can better organize the site.
CARD SORTING
With this card sorting test, we learned that users found it made more sense having an overall sales category, and that some products we had under skin care, made more sense under our bath & body category.
Card Sorting
PROTOTYPES
Another item that we wanted to test to increase sales, was to increase engagement with our promotional banners on the homepage. In the screen below, you can see that there are labels below the main banner spot so that all our offers are always in view to the user.
Prototyping in InVision
Usertesting.com usability test
CONTINUING WITH AN A/B TEST
The feedback from the user tests was mixed, and included comments such as users becoming frustrated that the carousel moved even when they hovered. So we took this feedback and ran an A/B test to review which version would provide better results.
We tested the version in the above image as well as a version that just had left and right arrows. In the A/B test, we confirmed that we should move forward with the version that just has the arrows (with functionality that allows the user to pause the moving carousel by hovering) as the version with the banner descriptions seemed to be distracting and not as engaging.
FINALIZING THE DESIGNS
Our visual design team took the winning A/B test and finalized the designs so we could implement all the changes to navigation and the homepage.
Product category page
Home page
