Increased Conversions by 42% by Updating Key User Journeys Increased eCommerce Sales

Solution

Our work began with a comprehensive research phase to form a holistic view of the project. We conducted a detailed analysis of the competitive landscape to identify market standards, followed by an in-depth audit of the product itself, including an expert review of over 800 interface elements.

At the same time, we analyzed quantitative data from Google Analytics to identify funnel bottlenecks and studied behavioral patterns using heatmaps and session recordings in Clarity.

To complement these insights with qualitative understanding of audience motivations and barriers, we conducted a series of moderated usability tests. All generated hypotheses were carefully filtered using an Impact/Effort matrix, allowing us to focus resources on solutions with the highest potential business impact while requiring relatively low implementation effort.

Discovery Phase Results

Google Analytics 4 Analysis

Task #1: Accelerate the path to purchase and improve funnel efficiency‍

A deep analysis of the early stages of the sales funnel revealed issues with user engagement on catalog pages. The Product Page View Rate averaged only 42%, significantly below the industry standard of 50–55% for this niche. This indicated that users were not receiving enough information or motivation from product listings to continue exploring individual products.

Task #2: Improve interaction with the catalog and product pages‍

Analysis of the key conversion stage—moving from the product page to the cart—revealed substantial potential customer losses. The Add to Cart Rate was just 4.5%, nearly half the industry average of 8–10%. Such low conversion at this stage suggested issues with product trust or unclear purchase conditions, such as insufficient information about shipping and returns.

Task #3: Reduce cart abandonment rates‍

User behavior analysis at the cart and checkout stage confirmed significant obstacles. The Checkout Completion Rate was only 22%, indicating an overly complex process and likely lack of transparency regarding final costs and a cumbersome order form. Meanwhile, the Cart Abandonment Rate reached 82%, well above the industry average of around 68–70%.
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Heatmap Analysis

Task #1: Simplify the user path through the conversion funnel‍

Analysis of heatmaps on the homepage showed that user attention was scattered across banners, while the main navigation categories received few clicks. Session recordings confirmed that many users, failing to find an obvious path, went straight to the search function, ignoring the site’s suggested structure.

Task #2: Increase product trust and information transparency‍

Heatmaps and session recordings revealed that users interacted actively with product images but rarely scrolled down to the specifications and reviews sections. This indicated that visual appeal alone did not translate into purchase interest.

Task #3: Reduce cart abandonment rates‍

Session recordings identified a common behavior pattern among users who abandoned their carts. After reviewing the order contents, their interactions with the interface became erratic: cursor movements turned chaotic or slowly drifted toward the site logo. These aimless actions are a clear indicator of indecision, which often precedes cart abandonment.
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Moderated Usability Testing and User Interviews

To complement quantitative analysis with real insights into user motivations, needs, and barriers, we conducted a series of moderated usability tests and in-depth user interviews.

Participants performed tasks across three key scenarios:

1. Find a 20,000 mAh power bank on the site and check its return policy.
2. Select any Xiaomi smartphone from the catalog and add it to the cart.
3. Proceed to the cart and complete the checkout process up to the payment entry stage.

Scenario 1 Issues

1. Users spent a long time locating the correct category or went straight to search.
2. Feature filters were difficult to use on mobile—selecting a filter caused the page to refresh automatically, and it was impossible to select multiple filters at once.
3. Return policy information on the product page was unclear or missing.

Scenario 2 Issues

1. Users struggled to access reviews and detailed specifications without leaving the page.
2. To check the product price after reading specifications and reviews, users had to scroll back to the top.
3. When adding a product to the cart for the first time, an error appeared, and it was unclear whether the item had been added due to a lack of indicators on the cart icon.

Scenario 3 Issues

1. Unexpected delivery costs appeared at the final step.
2. The checkout process required filling in too many fields, including sensitive information (e.g., passport details).
3. Information about the product and delivery options was difficult to digest at the checkout stage.

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Creating User Personas

Based on the results of usability testing and in-depth interviews, we created two user personas representing real needs and pain points related to selecting and using consumer electronics and household appliances. These insights helped us tailor solutions to actual user interaction scenarios.
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Competitive Analysis

To understand the market context and best practices, we conducted a competitive analysis of key eCommerce players in Uzbekistan, comparing their UI/UX solutions and marketing strategies with Asaxiy.uz. We focused on the leading direct competitors: Elmakon.uz, Olcha.uz, Mediapark.uz, and Openshop.uz.

Our analysis had two main objectives:

1. Identify how market leaders attract and retain customers.
2. Find successful features and mechanics that could be adapted to improve Asaxiy.uz and strengthen its market position.
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Key Findings:

• Simplifying the user path through visual navigation:
  Analyzing competitors’ sites, especially Elmakon.uz and Olcha.uz, we observed a clear trend toward using visual elements for navigation. Instead of purely text-based menus, they actively employ high-quality icons and banners to represent product categories. This makes site navigation more intuitive, speeds up product discovery, and enhances the overall user experience. For Asaxiy.uz, with its wide product assortment, adopting a similar approach presents a major opportunity to improve UX.
• Building trust through detailed information and financial tools:
  All major competitors focus on boosting user trust. Mediapark.uz emphasizes its official partner status and premium content presentation. Olcha.uz and Elmakon.uz integrate not only customer reviews but also a Q&A section on product pages, helping to resolve customer objections before purchase. A key element used by all competitors is clear communication about installment payment options, often highlighted on the homepage and product pages as a primary advantage.
• Focus on omnichannel presence and service:
  Mediapark.uz effectively leverages its offline store network by offering click-and-collect options and highlighting product availability at specific locations. This adds value and convenience for customers. While Asaxiy.uz also has pickup points, more active integration of this feature into the user journey—for example, showing the nearest pickup location on product pages—could increase conversions and customer loyalty.
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Best Practices and Niche Solutions

Beyond analyzing direct competitors, we expanded our research to understand two levels of context: globally recognized eCommerce standards and unique solutions specific to the electronics niche. This approach allowed us to combine universal usability principles with the emotional needs of Asaxiy’s customers.

We identified several key practices that represent the “gold standard” for any successful online store:

• Mobile-First Principle:
  Since the vast majority of traffic (89% in our case) comes from mobile devices, a high-quality mobile experience is fundamental. A Mobile-First approach ensures that the interface is clean, fast, and finger-friendly, rather than an overloaded, shrunken version of the desktop site.
• Advanced Search and Detailed Filtering:
  For online stores with large assortments, navigation tools are critical. Users need the ability to filter products by dozens of parameters—e.g., for tech products: screen size, processor power, color, and specific features. Smart search with suggestions and error correction transforms the frustration of endless scrolling into a fast and efficient purchase process.
• Social Proof and Trust Building:
  Customer reviews are among the most important factors when choosing tech products. Users trust the experience of those who have already used the item. Integrating detailed reviews with photos and videos, as well as a Q&A section on product pages, significantly increases trust in the platform and drives sales.
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Niche Solutions: Electronics Market Specifics

• Product Comparison Tools:
  Electronics buyers often choose between multiple models. The ability to add products to a comparison list and visually see differences in their specifications is a key tool that keeps users on the site and guides them to a final decision.
• Transparency in Warranty and Returns:
  Questions around warranty and returns are especially critical for high-value electronics. Clearly written, easily accessible warranty terms and a simple return process reduce customer objections and fears, which is crucial in markets where online purchases are still approached with caution.
• Flexible Financial Tools:
  The high cost of many products makes them inaccessible for a significant portion of the audience if full prepayment is required. Offering installment payment options is a strategic solution that expands the customer base, makes expensive products more attainable, increases the average order value, and strengthens brand loyalty.

Hypothesis Generation and Validation

Based on our research, we formulated over 40 product hypotheses aimed at improving overall conversion rates. All ideas were prioritized using the RICE methodology, and the most valuable hypotheses were tested through A/B experiments to accurately measure their impact.

The results showed that 46% of the tested hypotheses were successful. This approach enabled us to make data-driven decisions and systematically improve the site’s performance.

Successful Hypotheses

Hypothesis #1‍

Having a fixed “Place Order” CTA button will improve the overall conversion rate (CR).
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Hypothesis #2‍

Reorganizing the product page architecture and properly prioritizing key elements will help guide user attention, direct them toward the desired action, and increase both Product Page View Rate and Add to Cart Rate.

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Hypothesis #3

‍Highlighting the “Filters” button, adding an indicator for selected filters, and placing it in an easily accessible area will improve the user experience, help users find the desired product, and ultimately increase both Product Page View Rate and Add to Cart Rate.
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Unsuccessful Hypotheses

Hypothesis #1‍

Reducing the height of the tab bar, highlighting the active tab with an accent color, and adding an indicator showing the number of items in the cart would improve navigation and overall usability, which was expected to have a positive impact on conversion.
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Hypothesis #2

Adding “Compare” and “Favorites” buttons to the header will improve site navigation and provide quick access to products from these lists, which is expected to positively impact the Add to Cart Rate and Conversion Rate (CR).
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Hypothesis #3

‍The absence of a “Back to Top” button for quickly returning to the top of the page negatively affects the user experience and, as a result, reduces the overall conversion rate.
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Results

As a result of implementing the successful hypotheses, we achieved the following:

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