Ecomdash Web Design
Ecomdash is an ecommerce inventory management software company that was acquired by Endurance International Group (EIG) in September 2019. I worked as a UX/UI Designer and Digital Marketing Specialist at Ecomdash from 2017 to 2020.
Web Design
In late 2017, it became clear that the Ecomdash WordPress website needed to be rebuilt due to poor backend setup in the early stages of the startup company. I lead this project end-to-end; designing wireframes and high-fidelity mockups using Adobe XD, to creating custom images and icons, to front-end development with custom HTML and CSS, to testing, release, and maintenance.
One of my biggest roles at Ecomdash was managing the marketing website, from plugin and system maintenance, to landing page creation, content and design changes, AB testing, speed testing an optimization, and more.
This was my latest iteration of the Homepage hero. Ecomdash was targeted toward small to medium sized businesses (many times beginners in the industry). Since the need for ecommerce inventory management can be difficult to grasp in a quick view of the homepage, my solution was to incorporate the types of products our target customers sell (manufactured products, dropship products, white label products, etc) with our company’s tagline, “Sell With Confidence.”
After creating page wireframes and mockups, going through content discussions and design changes, I implemented the new design for AB testing using custom HTML, CSS, and JavaScript.
Homepage Lo-Fi Mockup
Homepage Hi-Fi Mockup
AB Testing
We used Google Optimize to create AB, redirect, and multivariate tests to measure how content and design variables affect macro and micro conversions.
I collected past data from Google Analytics, along with heatmaps and page recordings from Hotjar, to determine design change variables. After presenting my ideas to the Marketing Team, I created AB test wireframes and mockups using Adobe XD. After another round or two (or sometimes three or four) of edits, I created the AB test variant in WordPress and began running the test on Google Optimize.
Once the test was running, I created heatmaps and screen recordings on both the original page and the variant page in Hotjar.
When the test was concluded, we analyzed the Google Optimize data in conjunction with Google Analytics and Hotjar data. The more successful variant is determined and I made the permanent change to the site.
We tested our Pricing Page with the ultimate goal of increasing trial signup conversions. This design beat the original (pictured below). When analyzing the Hotjar Scroll Heatmap data, I realized that 15% of new visitors were not seeing the pricing table at all, because only 85% of visitors were scrolling below the fold.
By bringing the pricing table, and the “Free Trial” call-to-action above the fold, we were able to improve conversions, session duration, and bounce rate.
The Original Pricing Page
The Scroll Heatmap from Hotjar
Graphic Design
Along with designing the website, I created custom graphic images and icons.
One of the toughest parts about marketing in the Saas industry is creating unique and meaningful visuals. Ecomdash software tackles complicated tasks, and software screenshots alone cannot convey those tasks in a digestible way. My goal was to create conceptual images to show one particular feature or task.
This image was used for the listing feature. Ecomdash allows customers to create listings and listing templates in our software and push those listings to multiple sales channels at once.
Ecomdash allows sellers to track and sync inventory; even the individual parts of a built or manufactured product.
Here, my goal was to show our multitude of bulk shipping actions for multiple orders in our product.
Branding
I began at Ecomdash when it was still a startup, which meant the company did not have established brand guidelines. When we redesigned the marketing website and created completely new content, we saw it as an opportunity to finally establish branding and messaging practices.
We collaborated with a branding company to determine our company’s ideal messaging. They created messaging examples and our company tagline, “Sell With Confidence.” I took this established messaging to create internal and external brand guidelines. You can view our external brand guidelines here.