DescriptionBeautiful Outdoors's original website design needed a complete overhaul in early 2018. The original site was difficult to navigate and wasn't easy to read, which contributed to a low conversion rate. White text on a dark background is a big design no-no, as it makes large chunks of text more difficult to read and digest. This problem is exacerbated when placing white text on yellow and light green backgrounds like their original design had in multiple areas.
The new design flaunts not only an easier to read dark-text/white-background combination, but also consolidates the navigation into fewer choices for the user to make. Overwhelming users with too many dropdowns only adds friction to the user experience, because more often than not our eyes move faster than the mouse. By the time you're ready to click on an item, hovering over it displays even more options, which only adds more friction to the user experience.
We also implemented more images and a few icons through the page content to break up the information into easier to read chunks rather than large paragraphs for visitors to skim through. With these simple changes we were also able to add more call to action opportunities, and even little features like the countdown timer for special deals and a review tool below:
Thanks to a friendlier interface and overall aesthetic, we saw an increase in site-wide visits almost immediately: