Transforming Friction Points into Growth Engines

Jan 1, 2024

Company

Roles

Industry

Duration

2 Days

Arukereso, Hungary's leading online shopping destination, offers a treasure trove of diverse products, captivating millions of customers nationwide. However, despite its dominance, hidden barriers lurk within the user experience, holding back Arukereso from reaching its full potential.

During the heuristic evaluation of the website, several challenges were identified:

Problem

Enhancing Arukéréső user experience by addressing challenges such as the language barrier for Hungary's immigrant population and international visitors, complexities in the checkout process leading to cart abandonment, insufficient clarity in order summaries, unclear communication regarding hidden fees, and inconsistencies in product reviews, all with the goal of improving accessibility, transparency, and user satisfaction.

Outcome

If successfully implemented, would likely involve an improved user experience on the Arukéréső online shopping platform. This could result in increased customer engagement, reduced cart abandonment rates, higher user satisfaction, and potentially an expansion of their customer base, particularly among Hungary's immigrant population and international visitors.

Language Barrier

Data from the Hungarian Central Statistical Office, for 2023, indicates that 55,514 foreign citizens immigrated to Hungary in 2022, with over 22,000 citizens from Asia, America, and Africa. This lack of multilingual support locks out many potential customers, including Hungary's growing immigrant population and international visitors, representing a missed opportunity for Arukereso to solidify its position and capture new hearts.

Unlocking Benefits

A website translator wouldn't just benefit immigrants. Removing language barriers will offer:

Increase Websites' Accessibility: This will Make the website user-friendly for everyone, regardless of language skills.
Improved User Experience: Create a smoother and more enjoyable shopping experience for all visitors.
Strengthened Brand Image: Demonstrate inclusivity and cater to a broader audience, enhancing brand perception.

Checkout Process

Baymard Institute's checkout benchmark database reveals that the average checkout flow contains 23.48 form elements displayed to users by default (14.88 if only counting the form fields). Their large-scale checkout usability testing shows that an ideal checkout flow can be as short as 12-14 form elements (7-8 if only counting the form fields). While Arukereso's checkout process is simple, it harbors hidden pitfalls. Opaque fee structures and unclear guest checkout options can lead to frustration and cart abandonment. Addressing these 'dark UX' practices is crucial to creating a smooth and seamless journey for every shopper..

Order Summary
At every point of the checkout process, users should be provided with a clear and concise order summary that includes product details, quantities, prices, and any applicable discounts or promotions. This feature allows customers to review their orders at any time before finalizing the purchase.
Hidden Fees
Users might assume that additional charges, such as handling fees, taxes, or shipping costs, are not properly displayed during checkout. This unexpected charge, resulting from unclear communication, can be perceived as a dark UX practice, leading to cart abandonment. Transparency is crucial.

Guest Checkout Option
While a guest checkout option exists, unclear labeling may give the impression of being forced into account creation.Offering a visible and well-labeled guest checkout option allows for a quicker and more straightforward transaction.

Review System

In fact, 95% of users rely on reviews to make their decisions and learn more about how well a product fits their needs. Arukereso implemented some best UX practices for its review and rating section. While some products boast a wealth of insightful feedback, others remain silent, leaving potential buyers hesitant and unsure.

Proposed Improvements

Import reviews directly from merchant websites in real-time to provide wider review availability without requiring users to enter it. This will help cater to products that do not have reviews on Arukereso, thereby assisting users in making informed decisions.

Recommendation

Provide clear and concise order summaries throughout checkout, including all relevant details. Ensure transparent fee disclosure, communicating all charges upfront to avoid surprises. Offer a visible and well-labeled guest checkout option for a quicker and more streamlined experience.