Mobile PLP Choose CTAs

Background

The average PLP exit rate for mobile is much higher than desktop, at 22.3% vs. just 12.0% on desktop (+85%). A major contributing factor appears to be the “Taux de Nicotine” CTA, which is not clickable on page load and is greyed out yet sees a high level of engagement. This CTA is consistently the most clicked element within each product tile. There is also evidence of significant click recurrence on this CTA, indicating that there is confusion around why it’s not clickable. This suggests that it’s not clear enough that users must choose a nicotine level before being able to add to basket. We believe this friction is significantly impacting the overall conversion rate of mobile PLPs.

Hypothesis

By amending the PLP copy to more clearly specify that users need to “choose” either a nicotine level or device colour and remove the inactive CTA we expect to see an uplift in add to basket.

 

Design Changes

  1. On page load of PLP, the grey inactive CTAs  below each product are removed.
  2. User must select either product colour (E-Cigarettes) or nicotine level (liquids) before the yellow add to basket CTA appears.
  3. On E-Cigarettes PLP, the “Couleur: None” text is removed until a colour is selected. It then appears displaying the currently selected device colour.
  4. Also on E-Cigarettes PLP, on page load before a colour is selected, the Choisissez votre couleurtext is displayed to indicate that a colour must be chosen before add to basket can take place.
  5. Once colour is selected, the message is replaced with the appropriate colour as described above.
  6. On Liquids PLP, the “Taux de Nicotine” copy is updated to “Choisir le taux de Nictone” to clearly indicate that a nictone level must be chosen before add to basket can take place.  

Targeting – Pages

  • Liquids PLP
  • E-cigarette PLP 

Test Goal

  • Add to Basket
  • Conversion Rate

Devices

  • Mobile

Audiences

  • All Visitors

#1. Which one do you think is the winner?

View Result

Result

Congrats! You got it right.

 

Winner: Variation 1
Start: 23/08/2021
End: 13/09/2021
Duration: 21 days
Control visitors: 11,251
Variation visitors: 11,379

 

 

Highlights

 

  • Following the 3 week experiment, we observed an 8.9% uplift in conversion rate (transactions) for visitors exposed to variation 1. This metric reached 93% statistical significance.
  • The uplift in overall conversion rate was driven by an improvement in PLP exit and bounce rates for both the e-liquids and e-cigarettes PLPs. Due to the improved layout, users were far less likely to exit the site from these pages, and we saw an improvement in users progressing into the checkout funnel, with a 5.7% uplift in unique checkout visits
  • The 3.1% uplift in PDP views indicates that the frustration observed during usability testing around the correct way to navigate to PDP has been eased by removing the inactive CTAs, which were not clickable in control.
  • The uplift in overall conversion rate observed in this experiment is worth an estimated €85.1k in annual incremental revenue. This has been calculated using the last 12 months of GA revenue data for mobile users that visited a PLP during their session.


Recommendations

 

Our recommendation is to deploy Variation 1 to 100% of mobile visitors and to raise a ticket for the changes featured in this experiment to be implemented

 

Unfortunately, you didn’t get it right. Variation 1 was the winner.

 

Winner: Variation 1
Start: 23/08/2021
End: 13/09/2021
Duration: 21 days
Control visitors: 11,251
Variation visitors: 11,379

 

Highlights

 

  • Following the 3 week experiment, we observed an 8.9% uplift in conversion rate (transactions) for visitors exposed to variation 1. This metric reached 93% statistical significance.
  • The uplift in overall conversion rate was driven by an improvement in PLP exit and bounce rates for both the e-liquids and e-cigarettes PLPs. Due to the improved layout, users were far less likely to exit the site from these pages, and we saw an improvement in users progressing into the checkout funnel, with a 5.7% uplift in unique checkout visits
  • The 3.1% uplift in PDP views indicates that the frustration observed during usability testing around the correct way to navigate to PDP has been eased by removing the inactive CTAs, which were not clickable in control.
  • The uplift in overall conversion rate observed in this experiment is worth an estimated €85.1k in annual incremental revenue. This has been calculated using the last 12 months of GA revenue data for mobile users that visited a PLP during their session.


Recommendations

Our recommendation is to deploy Variation 1 to 100% of mobile visitors and to raise a ticket for the changes featured in this experiment to be implemented

 

Get a copy of the full report

You can download the full report in pdf format from the link down below.

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