PDP: Desktop: Above the fold
Background
Radio selections and amount dropdowns are harder to interact with especially on mobile causing friction and user error. Also, earlier testing showed that users weren’t aware of free delivery messaging when reviewing product pages.
Hypothesis
Through redesigning key conversion elements within the product page to be more user friendly, add to basket will increase as well as overall site conversion.Design Changes
- Product imagery moved from the side of the main image to sit below
- Updated promo messaging styling and placement (if promo is live on the site)
- Layout of size selections
- Quantity dropdown updated to + or –
- Add to Wishlist placement
- Updated FREE delivery messaging
Targeting
- Product detail pages
Test Goal
- Increase ATB
- Increase conversion
- New user conversion
Devices
- Desktop
Audiences
- All visitors
#1. Which one do you think is the winner?
Results
Congrats! You got it right.
Winner: Variation 2
Start: 09/03/22
End: 06/04/22
Duration: 28 days
Control visitors: 8,353
V1 visitors: 8,646
V2 visitors: 8,330
Highlights
- Variation 2 which is the variation without the stopper image seen an uplift of 2.9% in add to baskets, an uplift of 2.13% in transactions, a 2.36% uplift in average order value as well as a 2.08% uplift in overall revenue.
Conclusions
- Users are more likely to add to basket due to the improved layout of key PDP elements such as quantity UI and layout of tablet amounts.
- Stickiness of the site has increased with PDP views increasing by 3.87%.
- The results show that the stopper image which was only featured in V1 distracts the user and doesn’t increase overall site conversion.
Next Steps
- Roll out V2 PDP redesign to all product pages. I would recommend doing this in groups of elements so we can check the impact when rolled out to 100% of traffic e.g., product image placements and removal of stopper image and then followed by changes on the right-hand side of the PDP.
Unfortunately, you didn’t get it right. Variation 2 was the winner.
Winner: Variation 2
Start: 09/03/22
End: 06/04/22
Duration: 28 days
Control visitors: 8,353
V1 visitors: 8,646
V2 visitors: 8,330
Highlights
- Variation 2 which is the variation without the stopper image seen an uplift of 2.9% in add to baskets, an uplift of 2.13% in transactions, a 2.36% uplift in average order value as well as a 2.08% uplift in overall revenue.
Conclusions
- Users are more likely to add to basket due to the improved layout of key PDP elements such as quantity UI and layout of tablet amounts.
- Stickiness of the site has increased with PDP views increasing by 3.87%.
- The results show that the stopper image which was only featured in V1 distracts the user and doesn’t increase overall site conversion.
Next Steps
- Roll out V2 PDP redesign to all product pages. I would recommend doing this in groups of elements so we can check the impact when rolled out to 100% of traffic e.g., product image placements and removal of stopper image and then followed by changes on the right-hand side of the PDP.
Get a copy of the full report
You can download the full report in pdf format from the link down below.
