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Whispering Day Spa - Service Revamp
Product Design | Research
situation
Whispering Day Spa was facing high bounce rates and low conversions on its service pages, especially among its target audience, which consisted primarily of people who were less tech-savvy. After reviewing heatmaps, we identified frustration clicks and signs of analysis paralysis, where users were overwhelmed by the number of services and unclear descriptions. Additionally, the business faced stiff competition in the area, and users were often confused about the differences between similar services. The challenge was to simplify the presentation of services while still offering enough variety to meet different client needs and to ensure a more seamless, engaging user experience.
task
My task was to redesign the service pages with the goal of:
- Reducing bounce rates by simplifying the service offerings and improving clarity.
- Lowering user confusion through clearer descriptions, naming conventions, and visual aids.
- Improving conversions by focusing on high-demand, high-profit services while still serving a broad range of user needs, including rejuvenation, relaxation, and detoxification.
- Enhancing user engagement by better educating users on the benefits and differences between services, with the added goal of outcompeting local alternatives.
action
Data-Driven Insights
We reviewed heatmaps, scroll tracking, and user session recordings from tools like Hotjar and Google Analytics to identify where users experienced friction, as evidenced by frustration clicks, long hover times, and sudden exits. These tools provided insight into which services were most frequently viewed but not selected and revealed areas of confusion or disengagement.
Service Streamlining
After analyzing the data, we cut the number of services in half, reducing the list from 40 services to about 20. The remaining services were redefined, renamed, and repriced based on profitability and customer demand. This simplification removed redundancy and gave users a clearer path to decision-making.
Redesigned Service Pages
We restructured the service pages to focus on key service attributes (e.g., benefits, outcomes) and introduced a visual indicator for service intensity, ranked on a scale of 1-5. This helped users quickly understand the differences between services, making it easier to select the one that best suited their needs. Each service was described clearly, with emphasis on its purpose and benefits, helping users make informed decisions.
Educational Improvements
Recognizing the competitive landscape, we improved the educational content on the service pages to highlight the unique aspects of each service and explain the health and wellness benefits in a way that resonated with less tech-savvy users. We used straightforward language and removed jargon to make the information as accessible as possible.
Testing and Optimization
After launching the new design, we ran A/B tests to measure the effectiveness of the changes, comparing bounce rates, time on page, and conversion rates between the original and redesigned pages. We continuously monitored engagement metrics and made minor adjustments based on user feedback and ongoing data analysis.
results
The redesigned service pages led to significant improvements in both conversions and engagement:
Doubled Impressions, Tripled Conversions
- Conversions increased from 2% to approximately 6%, as the simplified service offerings and clearer descriptions made it easier for users to select a service and book appointments.
- Engagement improved by 110%, with users spending more time on the service pages, exploring the available options, and interacting with the content.
- The clear focus on service benefits and intensity visualizations helped reduce user confusion, and the bounce rate dropped significantly as users were able to navigate the site more confidently.
- The educational content not only helped users make informed decisions but also allowed Whispering Day Spa to better differentiate itself from local competitors by clearly outlining the unique advantages of each service.
