W We conducted a usability audit of the site of a well-known motorcycle brand, since many of the errors found in it are quite typical, we want to analyze them, as well as offer successful solutions.
The site's style is defined by the brand book, which shares many stylistic elements with BMW Motorrad ( in 2007, BMW bought out Husqvarna Motorcycles from MV Agusta Motor S. p. A.).
We took into account that this is a local version of the global resource that does not allow global deviations.
The menu contains the button "online store". The button is highlighted in yellow, which is an element of the corporate identity, and is used to emphasize attention. In this case, the error is as follows:
In order not to deviate from the style, you can use the area that is occupied on the global site by searching for and selecting regional resources. In any case, you should put the button in a separate independent block. The design can be done with a block similar to” pioneering since 1903", a contour button, or a banner button. It is desirable that the blocks on both sites overlap visually.
Despite the fairly small catalog, navigation is not transparent for the user. The catalog structure is quite traditional: Series, Category, Model. Here are the main errors in directory navigation:
The problem with the lack of display can be solved in several ways: bread crumbs, output the series name from the model name with a link. Other models in the series can be displayed in a separate section at the bottom of the page.
The reasons why categories have different views are clear, and it is acceptable in cases where the audience of products practically does not overlap. But for a user who wants to explore the range, this decision will lead to confusion. If landing pages are needed, it is better to implement them " parallel” to traditional catalog pages.
You can only go to the product profile by clicking on the “View” button (in English, View bike). There are two significant drawbacks: a small area for clicking-there is no link from the photo (although there is one in the English version), and the “View” button implies increasing the image much more than going to the product page. This way the product page remains inaccessible.
Replace the button name with the more familiar “more", and make a link from the entire block with information about the model.
There are many non-critical errors in the product profile, but together they lead to higher bounce rates in this section. Namely:
Give the product pages a unified structure, placing the information according to priority.
Reduce the number of buttons: submit installments as reference information, search for a dealer as a link - they can just fill in the empty right corner, and make the main target actions "Order". "Pre-order" says more about what has not yet been put into production.
To preserve the style of a photo with text on top, you can shadow it when you hover, which will increase the contrast and readability of the text. Since. it is better to do the opposite-leave only the title on such a bright yellow, and place the characteristics themselves on a calmer shade.
We recommend combining the forms into one. In General, we have brought the user to the last step of the funnel, and the main thing is not to frighten them with opaque conditions and a request for a large amount of information. The model must be inserted automatically, so the cost and delivery time will be immediately visible on the page. Delivery time should be displayed, without knowing it, the user does not have enough information for decision-making. It is better to describe the procedure for reviewing an application for an installment plan and the process of signing the contract separately, accompanied by a visual diagram. It also allows the user to control the stage of their request (including order completion). This information can be transferred to your personal account.
It is desirable to include the installment program option in the form of a checkbox, and when you select it, display data on the first payment and monthly payments. You must also specify where and how the motorcycle will be received, and whether receiving it in the region without representation will incur additional costs.
It is better to request passport data in the form of separate input fields, and make applying scans optional. This will simplify the processing of applications in the future. The user will be reluctant to do a scan for a number of reasons - this is both a concern for the data, and unnecessary actions ( it is better to replace the scan with a “scan or snapshot”).
These simple changes will increase the conversion rate by an order of magnitude. Literally. 10 times!
The mobile version also found some minor but annoying errors:
It is better to make a decision on whether or not to make certain changes based on efficiency. in Other words, if the cost of making the change will pay off within a year, it is better to make it. You can estimate the cost of making an adjustment by contacting a technical specialist, and an expert can estimate the forecast of the effectiveness of such a change based on their experience or research, such as A/B testing.