Homepage

Prioritizing the who, what, and why.

Drowsy had received many positive reviews from their direct-to-consumer (DTC) site and Amazon sales, but they were not prominently displayed on their website. This was a missed opportunity to build trust with visitors and showcase social proof as soon as they landed on the site. I recommended that Drowsy surface these reviews above the fold for better visibility.

I also identified accessibility and readability issues on the site. To improve the user experience (UX), we suggested separating the main image from the copy and actions to create a better visual flow and allow users to scan the page more easily. In addition, we recommended revising the copy to clearly communicate who Drowsy is, what they sell, and why they matter. Finally, we recommended making actions full-width and fully accessible at the bottom of the fold to make it easy for users to move forward in the conversion process. It is also important to highlight the shipping offer in more prominent places to ensure that users do not miss it.

Cart

Using cart as a sales tool to guide users where they need to go.

Empty space shouldn't go unattended, it should be used to guide users on where to shop on the site. This could be through surfacing the main categories or best sellers.

Navigation

The key to an effective navigation is maintaining a clear design hierarchy, and giving users access to the critical info needed to convert.

Improving the visual hierarchy of Drowsy's navigation significantly improved the user experience of navigation. This can be achieved by organizing the layout and design of the site in a way that clearly communicates the relative importance of different pieces of content and guides the user's attention to the most important elements.

By carefully considering the visual hierarchy of a website, it is possible to make the navigation more intuitive and efficient for users, leading to a better overall experience on the site.

PDP

Making critical information easy to find above the fold.

We saw a huge opportunity in Drowsy's product detail page (PDP) to increase add-to-cart rates; we just needed a few tweaks to make it easier for users to add to cart. The image carousel was too tall, pushing important content below the fold. Additionally, the product information was difficult to scan, and the actions were placed too far down the page. To increase the average order value (AOV), we recommended that Drowsy test using a dual-button layout that makes it easier for users to take action on offers upfront. Currently, the offer is placed too low on the page.