For the WWF's UK online shop, I undertook in-depth user research in order to develop a unique, search engine optimised approach to improve the shopping experience and increase conversions.
Client: World Wildlife Fund UK
Effective Product Titles
The impact of rewording titles
Including the words "Sustainable Fashion" and "100% Organic Cotton" in the product title improves search engine rankings and drives traffic from people interested in WWF's products
AI powered site analysis
An AI-powered eye-tracking simulation suggested that most users focus their attention on the logo, image, title and price of the WWF's product detail page.
Helping customers find what matters to them
The redesign measurably refocusses customers' attention on the keywords in the title - which helps them understand and be more willing to pay the higher price.
