How we increased the micro conversion rate by adding features to Digikala mobile app

As the number of global mobile phone users is increasing, consumers are more likely to use their smartphones to shop online. The plan was to improve the mobile application conversion rate and gain more active users on mobile products. We came up with designing and developing new features and some mobile specific features.
Goals

1)  Find out what users need the most for returning to the application.
2) Increasing the conversion rate on mobile app product page.

Problems

We had drop on our product page for mostly our digital products category which is the most important category for specific reason. So first we should have found the main cause then searched for the solutions.

My Role

As a UI/UX designer, I was in charge of research and finding out what is crucial to have on Digikala mobile app "Product page" and both optimize and design the new features for the mobile app platform.

Research phase and finding out what's missing

After a brainstorming session we came up with the idea of running a usability test to see what's bothering the users. It turned out since we launched the mobile apps long after the website, they are more comfortable with web platform and they get used to some specific features like "comparing products" or "Price chart". So data assisted me to taking design decision like adding web features to mobile platforms and analyze them afterwards.

UI/UX Solutions:

Changing Category type on the homepage

Analytics reports and real-time statistics showed us the users often abandon category CTA in homepage and they use the hamburger menu to reach the categories instead. We thought users miss "categories button" because it's not obvious enough. To test this hypothesis, we set up an A/B test with two category showcases variations: The old version of category CTA mobile app was a green button which took users to another page of product categories. After running an A/B test we decided to have categories as chips in the homepage instead of CTA. We put the most popular categories at the first fold and “All” categories at the end.

Product page

At the beginning Digikala was only for selling digital products and that's why at the moment the traffic was on the digital category. For the drop on product page we had reasons like "Lack of features" which users get used to them and expected them to be on any platform of the online store which was fine. I joined the team after one year of launching the apps so I should find low hanging fruit solutions due to the customer needs and the tricky time at the moment. (It was close to new year holidays which is the pick time for Digikala)

Here are the futures which we needed to add:

For adding those features I needed to do some changes in the PDP page. After so many paper sketches to figure which combination is the best, I came up with this shot:

I made a prototype with Proto.io and test it with my random colleges to see what they think on the PDP changes. Price chart and Compare were similar in concept so I put the icons next to each other below the product image. And the video icon went to the bottom left which you can see the results here:

Here are the "price chart and compare page" separately. Which was quite tricky for design due to lack of space on mobile devices. After researching and designing different wireframes, these two were accepted by the team.

With these changes we succeeded to keep the users and engage them with products more than before. Our persona type was a "Price-Sensitive" one which needed to be sure before purchasing the product. That's why he/she used the "compare" feature a lot. After that I designed more features like "review product" and QR code scanner ann also the 3D view of digital products which were implemented in mobile apps right away. We were tracking our analytics platforms to check if we did it right. After one month we achieved 35% of selling share on mobile app which was 15% before.