If you haven’t read part 1, you can read it here – Part 1: Increasing Conversion Rates<\/a><\/p>\n In order to identify areas to improve, we examined the average visit duration time and abandonment rate in the access analysis data. We\u00a0found that the average visit duration time was too short and abandonment rate was too high.<\/p>\n Generally, this occurs because details of the product are differ from what the users have in mind. Since it is unavoidable if it is a common keyword, taking visit duration time and abandonment rate into account won\u2019t be necessary in those situations.<\/p>\n But in this case, there\u2019s so much the store wants to say about the product, and not\u00a0enough information about what the visitor wants to know. So naturally, users would leave even before they have become customers.<\/p>\n For example, if it\u2019s a store dealing with food products, the following are things that customers may want to know.<\/p>\n When attempting to purchase for the first time, a customer won\u2019t go as far as to purchase if there\u2019s any doubt, no matter how little, about the ingredients. In addition, there aren\u2019t many people who purchase without knowing any information about the product they\u2019re buying. Most people would leave when they arrive at a page that they searched for but contains no explanation about the product.<\/span><\/p>\n In order to describe and\/or conduct a review of the details that customers want to know, I tried experiencing it in sequence, from buying the popular product to consuming it.<\/p>\n So I put the ordered product in the refrigerator, prepared it and examined the scent, and ate it. By understanding the experience of the customers who purchased the product, I made a list about the things that are lacking from the product description, the things that I wanted to know and questions about the product.<\/p>\n Using the already written reviews as reference, I analyzed the current product information about the things that surprised the customers, as well as their positive and negative feedbacks. In order to make a product differentiation, I also took a survey of third-party products.<\/p>\n But with a high proportion of informational text, there\u2019s a chance that it could never be read. Hence, I devised a way to understand the product intuitively and that is to place images of the ingredients, the cutting process and size, and also the way of preparation. <\/span><\/p>\n And by using icons, information in the site gradually integrates, and comparing products is easier.<\/span><\/p>\n <\/p>\n Cutting and serving guide<\/p>\n Preparation guide<\/p>\n Using icons<\/span><\/p>\n <\/p>\n A set of 9 kinds of Chinese tea is one of the leading products of Jyukeihanten. It is a perfect gift item with free shipping, easy to prepare, for all ages, and also for parties and everyday meals.<\/p>\n Aside from being a popular product among other products, it boasts high sales because of its effective advertising.<\/p>\n As a result of adding product description focused on what the visitor wants to know\u00a0and\u00a0using images and icons to convey easy-to-understand description for this product, I succeeded in increasing the conversion rate to 4.81 points over the same month last year.<\/p>\n <\/p>\nIdentifying the Problem<\/span><\/span><\/b><\/h2>\n
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Analysis \/ Task: Not just describing information with text, but also using images and icons<\/strong><\/h3>\n
![\"hitori_webanalyst10_09\"](\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2015\/03\/hitori_webanalyst10_09.png\")
<\/a><\/p>\n![\"hitori_webanalyst10_10\"](\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2015\/03\/hitori_webanalyst10_10.png\")
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\n<\/a>![\"11_rakuten\"](\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2015\/03\/11_rakuten.png\")
<\/a><\/p>\nResults: 4.81 points increase by adding information that\u00a0users want to know<\/strong><\/h3>\n
![\"12rakuten\"](\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2015\/03\/12rakuten.png\")
<\/a><\/p>\n![\"hitori_webanalyst10_goto\"](\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2015\/03\/hitori_webanalyst10_goto.jpg\")
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