PDP: Mobile: Top Section Redesign
Background
User testing participants remarked that they were unsure if they product they were viewing was suitable for the activity they intended to use them for e.g. running or training. The title often contains an indication of the activity the product is intended to be used for, but this is below the fold on mobile. Users may find it more difficult to notice and interact with the various colour options as there is a gap between them and the main product image. Competitors Adidas and Nike are displaying the title and price above the image with the colour options directly below the image.
Hypothesis
Displaying the product title more prominently and positioning the colour picker next to the main product image will make it easier for users to determine the use case for the product and select a colour. This will increase Add To Bag.Design Changes
- The breadcrumb text is no longer bold
- The product title and price have moved above the product image
- The product title and price font size has reduced
- The tax text is displayed to the right of the price rather than underneath it
- The colour picker text has been changed.
Targeting
- Product Detail Pages (PDPs)
Test Goal
- Increase Add to Bag
- Reduce bounce rate
Devices
- Mobile
Audiences
- All visitors
#1. Which one do you think is the winner?
Results
Congrats! You got it right.
Winner: Variation 1
Start: 23/02/22
End: 28/03/22
Duration: 33 days
DE Control sessions: 334,113
DE Variation sessions: 336,950
FR Control sessions: 195,414
FR Variation sessions: 194,748
Highlights
- Moving the product title above the product image on the mobile PDP resulted in a 2.76% uplift in Add to Cart with 95% significance on FR.
- Add to Cart increased 0.62% on DE but this did not reach significance
Conclusions
- Users seeing the product title above the main product image are more likely to interact with the product and less likely to bounce.
- Users who land on the PDP are more likely to add a product to their cart.
- The product title plays an important role in the user’s decision to continue browsing.
- Users who do not land on the PDP showed mixed responses between FR and DE domains.
- Overall, users are more likely to Add to Cart with the variation design.
Next Steps
- As V1 resulted in a significant uplift in Add to Cart for FR overall and for users landing on the PDP on DE it is recommended to roll out the variation design. Though we see a drop in Add to Cart for non landers on DE the overall impact was a slight increase.
- Alternatively, consider testing on more EU domains to confirm a positive result.
Unfortunately, you didn’t get it right. Variation 1 was the winner.
Winner: Variation 1
Start: 23/02/22
End: 28/03/22
Duration: 33 days
DE Control sessions: 334,113
DE Variation sessions: 336,950
FR Control sessions: 195,414
FR Variation sessions: 194,748
Highlights
- Moving the product title above the product image on the mobile PDP resulted in a 2.76% uplift in Add to Cart with 95% significance on FR.
- Add to Cart increased 0.62% on DE but this did not reach significance
Conclusions
- Users seeing the product title above the main product image are more likely to interact with the product and less likely to bounce.
- Users who land on the PDP are more likely to add a product to their cart.
- The product title plays an important role in the user’s decision to continue browsing.
- Users who do not land on the PDP showed mixed responses between FR and DE domains.
- Overall, users are more likely to Add to Cart with the variation design.
Next Steps
- As V1 resulted in a significant uplift in Add to Cart for FR overall and for users landing on the PDP on DE it is recommended to roll out the variation design. Though we see a drop in Add to Cart for non landers on DE the overall impact was a slight increase.
- Alternatively, consider testing on more EU domains to confirm a positive result.
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You can download the full report in pdf format from the link down below.
