PayPal Consumer

“Again, thank you and the rest of the team for your excellent work.”PayPal UK

OBJECTIVE

The brief was to rebuild PayPal’s website in order to reduce bounce rates from the homepage and increase the click-through rate to the main sections of the sitemap, hence increasing conversion. Content had to be reorganised to enhance acquisition of new customers and engagement with activation of users, increasing on-site activity. Other goals were to effectively communicate PayPal’s brand values and value proposition, while retention was another target, with the goal of boosting the time spent on each product’s landing page.

SOLUTION

To fully understand how to convert and retain visitors in PayPal’s website Global Beach ran a number of Focus Groups which allowed the team to truly understand how to redesign the Information Architecture. The main reasons underlying users’ actions were indentified and users’ needs were translated into a new, clearer structure of the website. Numerous improvements were also performed in the design and new engagement tools were produced.
Optimisation of the copy and of the interactive elements were also keys to deliver the KPIs.

RESULT

In regards to the volume of traffic, the new homepage reduced bounce rates by 6%, which meant an increase in engaged visitors of more than 100.000.
The three main sections of the new website doubled their click-through rates, while bounce rates from the same landing pages were reduced by 40% – 50%, ultimately underlying more effective user journeys.
The new design also increased the time spent by users in the different sections, while inducing more clicks in those pages. The page views of these products were substantially increased by 200%.