Boosting E-Commerce Conversions through a reimagined Athlete Profile
Improving user engagement and CRO for the sports commerce platform MILLIONS.co
ABOUT MILLIONS
MILLIONS is a web-based e-commerce and content platform that empowers athletes to earn income outside their sport. On MILLIONS, athletes can list merchandise, memorabilia, and build content channels on their own Athlete Profile, which serves as a centralized storefront for their fans to explore.
Through traffic data and user surveys, we learned that the existing Athlete Profile page needed to be improved to help our athletes better convert their profile visits into sales. In response, we set out to redesign the Athlete Profile to increase CRO and user engagement.
MY ROLE
As the lead designer on the project, my responsibilities included collaborating closely with stakeholders to interpret the data and diagnose the issues, leading the end-to-end design process, researching and testing prototypes with users, and communicating recommendations to help the development team execute.
PROJECT OUTCOMES
Increased e-commerce conversions by 18% and average order value by $22
Enhanced mobile usability and accessibility with tab navigation and a restructured profile layout
Fans were bouncing off Athlete Profiles quickly, resulting in low user engagement and an e-commerce conversion rate of 0.76%.
“I was looking for a Bryce Mitchell T-Shirt for my son, and it took me forever to find it on the website.
Tyler, from Arkansas
“Big LSU Tigers fan, and I wanted to buy a Will Campbell hoodie to support the kid. I almost gave up since it took so long to find the specific design I was looking for. It felt like I was scrolling forever.”
Seamus, from Louisiana
The profile experience needed to be improved to make it easier for users to find and purchase products. Based on data from traffic analytics and user surveys, these were the primary issues we identified:
Poor Mobile Navigation: On mobile, Athlete Profiles were structured as giant lists, which made it hard for fans to quickly find the products they were looking for.
Users needed to scroll continuously to reveal all the products on the profile, which led to frustration and site abandonment.
Lack of Content Above-the-Fold: The athlete’s picture and biography took up the entire screen when fans first landed on an athlete’s profile. The lack of engaging content initially shown to visitors resulted in high bounce rates.
Our Solution ...
A more intuitive and visually engaging profile experience.
New Profile Navigation
Implemented a 3-tab navigation system, organizing the Athlete Profile into Home, Shop, and Content sections.
The Shop and Content sections feature secondary navigation buttons for more refined filtering, making it easier for fans to find their desired products and content.
Research: Modeled the new navigation after popular creator-based apps like Twitch and Instagram, referencing their horizontal navigation style. This approach leverages familiar interfaces to align with users’ mental models and their existing comfort with these tools.
Optimized Layout for Engagement Minimized the athlete picture and bio section to maximize content visibility Above-the-Fold.
This allows us to engage users with a product grid, improving engagement and lowering bounce rates.
Increased Buyer Confidence Restructured the layout and order of CTAs on product pages to maximize conversions.
Added accredited payment logos and trust badges on product pages to make users feel more secure throughout the shopping process.
Research: We analyzed successful strategies from leading sports and creator e-commerce platforms to identify ways to increase CRO throughout the buyer’s journey.
Incorporating accredited payment logos and trust badges was a common tactic in all to to build customer trust and confidence.
Final Outcomes
A clean, responsive, and intuitive Athlete Profile that empowers athletes to credibly promote their products and content while enabling fans to seamlessly engage and make purchases.
The Results
In the first 4 months after updating the Athlete Profile, we saw an 18% increase in our conversion rate. Funnel drop-offs decreased by 164%, and our average order value increased $22.
The redesign significantly enhanced the user experience of the Athlete Profile for both athletes and fans. Athletes have an improved storefront experience to credibly promote their products and content, while fans enjoy a more seamless and engaging browsing experience.
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