Context

As a Product Manager in a Design and Consultancy Agency, I managed the delivery of a B2C e-commerce marketplace CRO Experiments over 6 months. Our Blinds2Go client is an industry-leading online retailer for tailored blinds & curtains in the UK, with ±3M monthly visitors.

Our objectives

We reviewed the marketplace and came-up with business-led design opportunities. Our goals were:

• Increase website conversion rate & engagement

• Increase returning visitors

• Ensure mandatory European Accessibility rules are followed

• Support the migration to a new app-based platform

Our process

1. Usability review: Ran a UX & usability review, with Baymard, Funnel and Heuristic evaluations, part of the CRO methodology

2. Atomic based research: With this data, we looked for new business growth opportunities via UX, UI & accessibility fixes/add-ons/enhancements throughout the existing product, comparing it to the competitors' platforms, industry best-practice (Jacob Nielsens heuristics) & regulations (ADA, EAA, WCAG) - building 41 'nuggets' of self-contained experiments

3. Opportunities Backlog creation: We built a data-driven backlog of small to large experiments

4. Deliver new design proposal: With the client Product Manager, we reviewed, selected & ranked 5 experiments. We delivered them within 2 months.

5. Implement experiments: These experiments got implemented with 30+ events IDs tracking, watched live by our team via Freshrelevance to measure the experiment's efficiency and MCS (Minimum Criteria of Success) reach.

6. OKRs: +1.8% measured conversion rate