Loaded Dice
Improvements to site search UX boosts conversions
If you love toys and collectibles then Loaded Dice has you covered. Products aplenty include Warhammer and Dungeon & Dragons items, model kits and trading cards. With a physical store in Barry, south Wales, and a thriving online shop, customer service is at the heart of Loaded Dice’s ethos.
Their situation.
- During Quickfire’s initial research phase, we discovered that shoppers primarily used the search functionality
- The /search page was the most-visited on the site, ahead even of the homepage, and 23% of sessions contained searches
- Search results led to a strong conversion rate, but 63% of searches generated zero clicks
- Improving the search functionality, therefore, had the potential to drive an increase in sales
Our response.
- We replaced the site’s existing search functionality to improve UX
- On mobile, particularly, the UX was unsatisfactory so we removed the whole screen takeover and simplified the journey
- We also made elements clearer e.g. the number of results found, and worked with Loaded Dice on searches which were delivering zero results
