Smart Shopping: GetPrice and UID focus the attention on the customer

The background

The company GetPrice Ltd. headquartered at Sydney offers online shoppers an independent price comparison for more than 750,000 products. After visiting getprice.com.au for information on distributors, availabilities, and prices, the user can click on one of the 400 listed online shops to buy the requested product. With about 2 million users per month, GetPrice is one of the leading price comparison search engines in Australia.

The starting point

Prior to the collaboration with User Interface Design GmbH (UID), the GetPrice team conducted a relaunch to meet important requirements of the users. At first, the performance figures of the website proved the success of the relaunch – the number of visitors considerably increased after the optimization of the search engine. However, the click-through rate and the bounce rate underachieved – an indication for insufficient user orientation. In order to further improve the user experience of the website, GetPrice decided to cooperate with UID.

The objective

• optimize the usability of the website
• exactly take user requirements into account
• improve key figures such as the conversion rate

The procedure

GetPrice and UID optimized the website in an extensive project, starting with a usability test with 12 respondents to reveal the weaknesses and needs of the users. This qualitative method was supplemented by a quantitative survey. 500 website visitors were interviewed by means of the online feedback tool Kampyle. Additionally, UID analyzed the exact behavior of the users by means of another web analysis tool. Based on the evaluation of all results, a new rough website concept was prepared. The findings of the extensive procedure allowed clear conclusions to subsequently redesign the website. A UID expert was on site during the entire project.

The result

The new GetPrice website now meets the user requirements a lot better: The results page was redesigned. Users are now able to find the requested products faster and more easily. The simplified filter function also contributes to a simpler navigation. In the second relaunch, redundant information was eliminated and useful functions were presented in a more comprehensible way, such as the possibility to compare different products. Important contents are now positioned so that the user can find them easily.

Project from 2009

Links for further information

• Web Solutions at UID
• Product: GetPrice