Floating to Success: How UX Tweaks increases spa Sales by 50%

UX AUDIT

The client, who owns a spa in Gdansk, reached out to me for website optimization. Despite the company's popularity, they had received feedback suggesting that the website could be enhanced, which is why I took on the project.

12/2024
GdaNsk

FIVE SENSES Float SPA is a leading SPA center in the Tri-City area. The project involved conducting a UX audit to identify and diagnose issues users encounter while navigating the FIVE SENSES website.

brief

  • Diagnosing user problems

  • Formulating hypotheses based on data

  • Proposing solutions to improve website conversion rate

The goal

The process

Talks with the Client

This is where it all begins – you can't start working until you understand the issue :) This time, everything went very smoothly. Even though the client wasn't struggling with a lack of customers, they had a feeling that the website's performance could be better. They was particularly focused on improving the site’s user experience, as they had received feedback from their customers about difficulties navigating the site.
That's where I come in.

getting to know the product

At this stage, I already had a preliminary understanding of who the users of the client’s services are, so now it was time to familiarize myself with the website itself. Using my experience and the principles of good UX for websites of this type, I was able to notice several things at this point that should be changed in order to improve the user experience and, at the same time, increase the conversion rate on the site.

what users actually need

This wasn’t a long stage; perhaps we could have spent a bit more time on it, but we were pressed for time, which, as always, was in short supply 😅

In this case, a quantitative and qualitative analysis of the product proved sufficient. User recordings clearly showed how they interact with the website and where the issues lie within the flow. Further analysis of heatmaps and the quantitative analysis (mainly based on the funnels I created) only confirmed my assumptions. I promise, I wasn’t forcing confirmation of my hypotheses – they genuinely aligned 😇

HAndoff

I usually prepare a detailed presentation summarizing the entire process for my client. This is where I also include the proposed changes, and this time was no different. Fortunately, this stage, like every other in this case study, went flawlessly, and the client accepted all of my suggestions, which were then passed on to the developer.

it’s time for changes

When implementing changes, we decided to go with the approach I use in the vast majority of my projects – an iterative approach. After all, if we made too many changes, how could we know which one exactly had the desired effect?

The main focus was on simplifying the flow by eliminating duplicate pages and reshaping the user flow to significantly shorten the thought process needed to purchase the service users were interested in.

results

The result were satisfying for both myself and the client. By observing how users behave on the improved site, reviewing the funnels, and paying attention to the obvious KPI that was important for the client – conversion – we saw a significant improvement. In the case of CVR, there was an increase by 50% 🔥. When it comes to users engagement, we tripled clicks on pages we wanted users to focus on.