Enhancing Mobile Conversion Through User-Centered Design

Role: Senior Product Designer
Team: 1 Product Manager, 2 Engineers, 1 UX Researcher
Duration: 10 weeks
Platform: Mobile Web
Business Impact: +15% mobile conversion rate, -23% bounce rate

Context

Sage, a leading provider of accounting software, observed that its mobile product detail pages (PDPs) were underperforming compared to desktop versions. With mobile traffic constituting over 60% of total visits, the company aimed to optimize the mobile PDP to improve user engagement and conversion rates.


Challenge

Sage's accounting product page was originally designed with a desktop-first approach, leading to:

  • Poor mobile conversion rates

  • High bounce rates among mobile users

  • Difficulty in navigating and comparing product tiers

  • Generic feature descriptions lacking clarity

  • Overly lengthy pages causing user disengagement

This impacted various stakeholders:

  • Customers (Mobile Users): Faced a suboptimal user experience, leading to frustration and potential abandonment.

  • Sales: Encountered lower conversion rates on mobile, directly impacting revenue targets.

  • Marketing: Struggled to capitalize on increasing mobile traffic, leading to less effective marketing spend.

  • Product: The page did not meet the needs of a growing segment of users.


Results

  • +15% improvement in mobile conversion rate

  • -23% reduction in mobile bounce rate

  • Enhanced navigation between sections

  • Decreased page length for better engagement

  • Redesigned product cards based on user mental models

  • Personalized page experiences tailored to different user types

+15%

improvement in mobile
conversion rate

-23%

reduction in mobile bounce rate

Process

  • Information Architecture: Restructured the PDP into modular sections—Benefits, Reviews, Pricing, FAQs—for better scannability.

  • Visual Design: Implemented a clean, mobile-first design with clear typography and ample white space.

  • Content Personalization: Developed dynamic content blocks that adapted based on user behavior and preferences.

  • Analytics Review: Discovered high bounce rate on mobile compared to desktop and low engagement with key features.

Key Insight: Users desired a more personalized, concise, and easily navigable mobile experience that clearly communicated the value propositions of each product tier.


Hypotheses

  • Modular Design: Breaking content into digestible sections will enhance readability and engagement.

  • Sticky CTAs: Persistent call-to-action buttons will improve conversion rates.

  • Personalized Content: Tailoring information to user segments will increase relevance and reduce bounce rates.

Collaboration

  • Cross-Functional Workshops: Facilitated sessions with marketing, sales, and engineering teams to align on goals and gather diverse perspectives.

  • Design Reviews: Held regular critiques with stakeholders to iterate on designs based on feedback.

  • Developer Handoff: Provided detailed design specifications and assets to ensure seamless implementation.


Key UX Problems & Solutions

Problem: Unstructured & Overwhelming Page Layout

  • Issue: Users struggled to navigate the long, dense content and locate key information quickly.

  • Solution: Reorganized the PDP into modular, scannable sections (e.g., Benefits, Reviews, FAQs), improving clarity and user flow.

Problem: Confusing Product Tier Comparison

  • Issue: Users found it hard to differentiate between pricing plans and features.

  • Solution: Introduced an improved comparison table with clearer hierarchy, simplified feature descriptions, and visual highlights.

Problem: Vague & Technical Content

  • Issue: Original copy lacked clarity and failed to communicate product benefits effectively.

  • Solution: Rewrote content to be concise and benefit-driven, aligning with user motivations and decision-making needs.


Problem: One-Size-Fits-All Messaging

  • Issue: The PDP didn’t reflect different user needs or business contexts.

  • Solution: Added personalized content blocks that adapt based on user type, increasing relevance and engagement.

Problem: One-Size-Fits-All Messaging

  • Issue: The PDP didn’t reflect different user needs or business contexts.

  • Solution: Added personalized content blocks that adapt based on user type, increasing relevance and engagement.

Conclusion

The mobile product page redesign for Sage successfully addressed key user pain points by delivering a personalized and streamlined experience. The enhancements led to significant improvements in user engagement and conversion rates, demonstrating the impact of user-centered design in mobile e-commerce contexts.