Here is a list of problems we identified:

• The Bounce Rate across the website was over 65% while; on the key landing pages were over 78-82%.
• The Category, Family and Designer Shop Pages were having a Bounce Rate of over 65%, and Exit Rate of over 45% with Avg. Time Spent per Page was less than 60 secs.
• The Product Pages were having a Bounce Rate of over 85%, and Exit Rate of over 35%.

• The Bounce Rate across the website was over 65% while; on the key landing pages were over 78-82%.
• The Category, Family and Designer Shop Pages were having a Bounce Rate of over 65%, and Exit Rate of over 45% with Avg. Time Spent per Page was less than 60 secs.
• The Product Pages were having a Bounce Rate of over 85%, and Exit Rate of over 35%.

Solutions we proposed and implemented:

First, after analyzing the Traffic Sources and the objective of the incoming visitors, we decided to first bring down the Bounce Rate across the website less than 45% and on the Catalog Pages under 38-40% by optimizing the key categories driving major traffic and higher margins such as; Dresses, Tops and Accessories. Here are few major areas we optimized:

• Roll-out Guided Navigation with Sort Filters on the Category and Family Pages.

• Optimize the Default Sort criteria and assort the items based on their relevancy under each category.
• Increase the Size of the Product Images on the Catalog Pages and also, reduce the number of displayed items to under 16-20/page.

Second, we optimized the Product Page template and make the better presentation of product attributes. Here are few changes we made that dropped the bounce rate by over 45% and Exit Rate by over 20%.

• Tab Based Product Page template with transparency on Designer Shipping & Return Policy.
• In order to improvise the AOV per Designer Catalog, we showcased related items from the designer on each product page and make sure; they are relevant and entice the shopper to increase their units per transaction.
• We cleaned the Product Description and Titles for Top 100 Most Viewed Items in collaboration with the Designers.

• Optimized the Product Pricing for Top 100 Most Viewed Items in collaboration with the Designers considering the feedback given by the buyers in our beginning year survey.
• Improved the Product Image Quality and offer Zoom-in Capability.
• Make the Product Customization option more apparent for skeptical buyers, who are concerned about fitting.

Third, we restructured the entire shopping cart process in order to bring down the Cart Abandonment Rate under 68-70% and take our conversion rate above 1%. Here are few major changes we made:

• Removal of Pre-Checkout Mandatory Sign-up process.
• Made the Privacy Policies and Terms & Conditions more transparent throughout the checkout process.
• Cleaner presentation of added items in the Shopping Cart and better demarcation from the Cost Summary section.

• Enabled PayPal as an alternative payment method during the checkout process, and made it apparent on the Shopping Cart and Payment Methods page during checkout process.
• Made the Cost Summary section transparent throughout the checkout process.

Fourth, we redesigned the entire Home Page considering UsTrendy target audience and their objectives. Here are few major changes we made in order to bring down the Bounce Rate under 25-27%:

• Targeted Welcome content for the New Sellers, New Buyers and Returning Visitors.

• Created content spots for Featured Products, Top Selling Items and New Arrivals.
• Restructured the Left Hand and Top Category Navigation by moving the Sub Categories at the Department Level in order to make it targeted to both New and Returning Buyers.