Visitors to JACE.design, a San Francisco design studio and e-commerce store, are not making purchases on the site despite buying JACE's products in-person. The bounce rate is higher than desirable.

JACE.design allows visitors to enter any location in the world, then laser etches a map of that location onto steel metal bottles and wooden phone cases.

Uncover the root causes of poor conversion on JACE.design's site

I conducted in-person usability tests to understand:

• The overall brand perception upon landing on the site
• The usability of the map customization tool

• Due to poor product photography, visitors distrusted the site. They equate the quality of photography with the quality of JACE's products.
• Visitors completely did not grasp the customizability feature of the site; they thought the address text boxes were for shipping, not for map customization.
• Once visitors understood the customizability feature, they were very excited about the product, helping us validate the physical products and recognize that the lack of sales was due to poor marketing.
• Visitors found the animated GIFs on the product page distracting.

Based on the research findings, JACE.design:

• contracted a professional product photographer
• wrote copy on the front page to emphasize customizability
• created an animation demonstrating the customizability feature
• added "+" and "-" buttons for zoom-in and zoom-out, instead of double-clicking
• added city presets to suggest customizability

After

• JACE.design's bounce rate dropped by 10.3%
• Combined with a more targeted marketing strategy, JACE.design's sales have increase by a factor of 6 (non-holiday months) to 28 (holiday months).