Cheil | Samsung
Conversion Rate Optimisation | User Interface, User Experience
CRO Lead | June 2023 to Dec 2023
My role
As the Conversion Rate Optimization Lead, I drove enhancements in user interface and experience (UI/UX) to boost conversion rates. My responsibilities included analyzing quantitative data related to the user funnel, supporting product launches on samsung.com, and coordinating with regional teams across multiple countries.
OUTCOME 1
Flip 5 phone cover emulator page
To highlight the personalized themed cases for the new Flip5 phone, I designed an interactive emulator page. This feature provided users with an engaging platform to explore and customize phone covers, enhancing their connection to the product. Visit the website to learn more.
Final design showcasing the new Flip5 cases, serving as an entry point in the user journey
OUTCOME 2
Revamp of payment screen experience
I led a major initiative to enhance the mobile payment experience during checkout. The previous payment page was cluttered and lengthy, leading to significant drop-offs due to limited mobile screen space. Considering the diverse payment methods and information across countries, I developed a streamlined and adaptive design to improve user experience and reduce abandonment rates.
UI iterations aimed at minimizing screen space usage and user actions, presenting only essential information.
OUTCOME 3
Adding in vouchers functionality
Another hygiene improvement was allowing voucher codes to be applied during checkout. The challenge of this task was to group and show vouchers in a meaningful way, since all countries had their own unique promotions and voucher contents.
Multiple user scenarios were considered, including voucher stacking, eligibility, and criteria fulfillment.
OTHER RESPONSIBILITIES
Running & monitoring AB testing experiments
As part of my regular duties, I proposed and monitored A/B tests on the main samsung.com website. The primary objectives of these experiments included increasing user engagement, add-to-cart rates, and overall conversions. Some strategies leveraged social trends and personalized product recommendations based on user browsing behavior.
A/B testing experiments to optimize user experience and improve conversion rates
Analysis of quantitative data
Post-experiment, I collaborated with data engineers to interpret results. Additionally, I conducted quantitative analyses of user behavior, including heat maps and scroll depth studies, to validate hypotheses and align findings with experiment objectives.
Heat map and scroll depth analysis were carried out on all samsung users across all SEA countries