UNICE独立站改版

Over the past few years, UNICE sales have declined for 2 years in a row, with standalone sites going from $40 million/year in GMV to $10 million/year in 23 years. The reasons for this are as follows:

- The brand image is very aging
- Poor user touchpoint experience & image
- Very low design quality
- Lack of new products and declining product power

As a result, we will go through the corresponding strategies in order to pull up its sales and bring it back to number one in the industry.

Below, a redesign for the new site.

UNICE is experiencing rapid traffic growth in the industry. Users are predominantly 25-44 year old females, with a core concentration in the Southeast region of North America, with New York, Texas, and Florida being the three main states.

By analyzing user behavior data, these charts accurately present existing problems and neglected experience links in the business process. With insights into key nodes such as user operation paths, function usage feedback and payment, we can optimize our services, make up for shortcomings in the experience, and improve the user experience in all aspects.

From the shopping cart - checkout page - three-way payment conversion, to the home page diversion, the number of pages browsed by the user session, the flow of the details page, multi-dimensional presentation of data. It can clearly find the bottleneck of conversion, traffic distribution and user browsing patterns, and help dig out the key direction to improve transaction conversion and optimize the page experience.

The recommendation value is close to 80 points, which means that the reputation and users' willingness to recommend is good. Among the reasons for high willingness to recommend, product & brand loyalty accounted for 43%, product quality 31%, etc. Among the reasons for not recommending, experience, product and after-sales problems are more prominent, which helps to understand users' preferences and dissatisfaction, and provides optimization direction.