Homepage: Increased Prominence of Products

Background

The homepage contributes a high percentage of sales. Heatmaps show that the content on the page gets very low engagement. At present the general About Us and Blog content is positioned more prominently than the products. Raising the prominence of the products could help more users find what they are looking for. Competitors display prominent product category links beneath the main hero image.

 

Hypothesis

Raising the prominence of the product category tiles over the generic information content will help more users reach products on the site. This will increase the rate of PDP views on the site.

 

Design Changes

  • Turmeric, Omega 3s, Glucosamine, CoQ10 & Ubiquinol, Multivitamins, Herbs & Spices tiles raised higher up the page next to the main offers image in the hero section.
  • Immunity Bundles and New Products tiles now appear in the FEATURED RANGES section.
  • Call Centre Open, About Us, Our Blog and Nutrition Advice tiles have moved further down the page to a new section with the title ABOUT US. This section appears just below the FEATURED RANGES section.

Targeting

  • Homepage

Test Goal

  • Increase Category Page Views
  • Increase Add to Basket

Devices

  • Mobile
  • Tablet
  • Desktop

Audiences

  • All visitors

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

View Result

Result

Congrats! You got it right.

 

Winner: Variation 1
Start: 09/08/21
End: 14/09/21
Duration: 36 days
Control Visitors: 29,131
V1 Visitors: 28,804

 

 

Highlights

  • Increasing the prominence of categories within the homepage resulted in a great uplift of 31.1% in users reaching a category page that was featured within the homepage, reaching 99% significance.
  • There was also a 5.97% uplift across all category pages (PLPs) also reaching 99% significance.
  • Add to baskets increased by 1.85% resulting in an uplift of 2.09% in transactions. Although neither reached significance, this is a positive sign.

 

Conclusions

  • Users are more likely to click into category content from the homepage and transact.
  • Increasing the presence of popular/most viewed categories will increase conversion across Mobile and Desktop.
  • Users are less likely to interact with search when relevant category content is shown but still convert higher within Variation.

 

Next Steps

  • Increase prominence of search and key categories across mobile and desktop within the homepage.
  • Include top searched products as quick links, reducing clicks for the user.
  • Include quick links to key categories, again reducing clicks for the user.

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

 

Winner: Variation 1
Start: 09/08/21
End: 14/09/21
Duration: 36 days
Control Visitors: 29,131
V1 Visitors: 28,804

 

 

Highlights

  • Increasing the prominence of categories within the homepage resulted in a great uplift of 31.1% in users reaching a category page that was featured within the homepage, reaching 99% significance.
  • There was also a 5.97% uplift across all category pages (PLPs) also reaching 99% significance.
  • Add to baskets increased by 1.85% resulting in an uplift of 2.09% in transactions. Although neither reached significance, this is a positive sign.

 

Conclusions

  • Users are more likely to click into category content from the homepage and transact.
  • Increasing the presence of popular/most viewed categories will increase conversion across Mobile and Desktop.
  • Users are less likely to interact with search when relevant category content is shown but still convert higher within Variation.

 

Next Steps

  • Increase prominence of search and key categories across mobile and desktop within the homepage.
  • Include top searched products as quick links, reducing clicks for the user.
  • Include quick links to key categories, again reducing clicks for the user.

 

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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