In-depth analysis of e-commerce traffic and user behavior analytics to provide re-design solutions that improve conversion.

In-depth analysis of e-commerce traffic and user behavior analytics to provide re-design solutions that improve conversion.

In-depth analysis of e-commerce traffic and user behavior analytics to provide re-design solutions that improve conversion.


UX Research

Web Re-Design


The Client

Soriano Autocentro is a leading company that has been selling tires and other automobile-related products and services for more than 25 years, and two years ago made the strategic decision to launch their own e-commerce. This move was aimed at expanding their sales beyond MercadoLibre (the leading e-commerce platform in Latin America), enabling them to reduce commissions and provide more favorable terms to their customers.


UX Researcher & Data Analyst

UX/UI Designer

Project Leader


Google Analytics & Hotjar configuration

UX Audit with qualitative & quantitative insights

High-fidelity re-designs with target metrics

Hand-off documentation for third-party development team

Guidelines for a continuous improvement working model

Challenge & Objective

The e-commerce business lacked a data-driven approach to understand wheather the offered functionalities were successful or not. So far, all implementations have been based on qualitative criteria or assumptions, and no methodology has been established to measure success or failure.

The objective of this project was to conduct a qualitative and quantitative analysis of the digital experience, identifying areas for improvement and implementing actions to enhance the user shopping experience, increase profits for the company, and to generate a new working methodology around data.



Conversion rate


Add-to-cart rate




Usability Evaluation

We carried out a Heuristic evaluation of the site, which was useful to start making hypotesis on where users might be having trouble, which would later be contrasted with the data found.hypotheses

Quantitative Analysis

Utilizing Google Analytics and Hotjar we were able not only to contrast the findings from the Heuristic, but also to find other important insights and generate new hypothesis to evaluate.


We obtained many insights, but what was most important was to contrast the qualitative findings and assumptions with the data to obtain robust conclusions. For example, when conducting the usability evaluation we noticed that the payment methods were not clear, and when looking into the numbers the drop-off in this cart stage was close to 50%. This was an issue that had to be addressed.

Usability Evaluation

The order of the Home elements had no coherence with the business main objectives.

Contact and Stores Location information was not easily accesible from the mobile version.

Discounts offered appeared a lot on the Home page but were not clear when arriving at the Payment Method.

There was a lot of information being requested in the Billing section, generating unecessary cognitive-load.

Quantitative Analysis

User Acquisition


80% Mobile

20% Desktop

Site has to be optimized for mobile since a little improvement in the metrics would mean a big increase in the overall revenue.


45% Paid Search

23% Organic Search

12% Direct

10% Display

10% Social Media

Google Ads campaigns drive almost half of traffic so its very important to maintain and improve that strategy.


Average CPC = USD 0,07

ROI = 2.800%

Cost of acquisition is very low due to lack of competition in the digital space, and since average ticket is high, there is a big opportunity to get outstanding returns from ads investments.

Cart Funnel

The add-to-cart rate is 5,2%, while the drop-rate is 60%. When lookin into the funnel, we noticed that the drop-off was uneven in each stage.

Billing information and Payment method accounted for almost all of the abandoments, and that is were we focused many of the re-designs.


The conversion rate for the site was 1,12%, with the following key differentiations.

  • Conversion in Desktop was 140% superior to Mobile.

  • Recurring users converted 94% more than new ones.

With this in mind, it became clear that there was a lot of work to do in the mobile version, and also that re-marketing campaigns were very important to draw recurring users into the site.

Prior to this project, Soriano Autocentro management had no understanding on how their site was performing. They were not seeing the full scope on their marketing expenditure and thought that Google Ads was not providing results, when it was actually driving more than half of the traffic and providing great revenue.

Being able to see all this information not only was helpful to validate and to understand their current actions, but also served as an important motivation to continue and improve their efforts in the digital space.


Several re-designs were proposed and implemented, establishing the problem and the key business metric that was going to be impacted.

One important thing to mention is that Soriano’s website was a template from an e-commerce agency and therefore there were somethings that we couldnt change as they were part of the agency core product. Below are some examples of the re-designs we made.

  1. Reduce unnecessary fields in the Billing Information, in order to reduce Drop-off rate.

There was information about the vehicle that was not only unecessary, but that clients sometimes didnt even know and had to go check, adding friction to the shopping experience.



  1. Correctly rank the CTA’s and add more information to the Product Page to increase add-to-cart rate.

There were two primary buttons with different actions, and also there was no information about the warranty of the tires and their installation, which resulted in many doubts from the buyers when they arrived at the store.



  1. Re-arrange elements in Home to be more consistent with user needs, business objectives, and to improve engagement (reduce bounce rate, increase time on site, etc).

When seeing the user-paths we noticed that +80% were interested almost solely on the tires, and when analyzing heat maps we noticed that only 40% were seeing those products in the Home Page.
Over that, batteries had almorst no interactions, so clearly there was no much interest from users.



Challenges ahead

Soriano needs to see this work as a starting point instead of as a one-off project. There are still plenty of opportunities to improve their digital strategy and to keep on growing their sales.

For example, SEO and Paid Search Optimization were things that were not part of the scope of the project, and that could prove to be extremely beneficial to the company if they are worked appropriately.


To conclude, I believe that three main things were accomplished in this project:

  1. We helped the client gather a deep understanding of its digital business and user experience, providing information on user acquisition, behavior, conversion, and on other qualitative aspects.

  1. The re-designs proposed and implemented helped improve key metrics and business results.

  1. We contributed to generating a continuous improvement model, with a working methodology based on data and measurable results, instead of intuition.

“If you cannot measure it, you cannot improve it”

“If you cannot measure it, you cannot improve it”

- Lord Kelvin

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