Introduction

An ecommerce platform specialized in book sales was looking to improve its performance and offer a more fluid and intuitive shopping experience. The main challenge was understanding how users interacted with the platform and identifying opportunities to strategically highlight products, increasing both engagement and conversion rates.

Customer Journey Analysis on the Homepage

I started the project with a full mapping of the customer journey from the homepage. The homepage worked as the main entry point for users, so it was essential to understand how they behaved upon arrival. I analyzed:

• The first visual elements that caught attention
• The navigation flow between categories and products
• The points where users abandoned the page without interacting
• Time on page and the most accessed areas

Based on navigation data and user behavior, I proposed a strategic curation for the products featured on the homepage, including:

• New releases and best-sellers placed in high visual impact areas
• Personalized recommendations based on browsing history
• Themed showcases (e.g. “Best Sellers,” “Editor’s Choice,” “Unmissable Deals”)
• Highlights for high-margin or seasonally relevant books (e.g. Valentine’s Day, back to school)

Usability Improvements

To make navigation more intuitive and pleasant, I implemented a series of adjustments focused on user experience:

• Simplified search filters and categories
• Clearer call-to-action buttons, strategically positioned
• Reduced unnecessary steps and a simplified path to checkout
• Optimized mobile version, ensuring smooth navigation on any device
• Visual organization that prioritized relevant content and reduced visual clutter

Results & Impact

The strategic mapping allowed the ecommerce platform to offer a more targeted and efficient shopping experience. The new homepage organization, combined with usability improvements, resulted in:

• Improved overall customer experience, reflected in positive reviews and greater loyalty
• Increased time on page
• Higher click-through rate on strategically placed products
• Reduced bounce rate on the homepage

This project demonstrated how user-centered design, paired with strategic content curation, can transform how people interact with an ecommerce platform, guiding choices, facilitating discovery, and making the purchase journey more satisfying.