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CASE STUDY

SHOE RETAILER PDP

Conversion Rate GR

01
OBSERVATIONS & HYPOTHESIS

User Recordings' Analysis:

We noticed quite a few visitors having problem with the configuration of the product. Visitors were selecting a variable color, a new page would reload, and people were confused as the color variables would change positions. Moreover, in many cases, there was no size availability for the new color selection. 

Hypothesis

If we introduce a new PDP design by removing the first step of the configuration (ie the color selection) and make the color selection available, under the CTA, we will address the users' problems on our observations, and we will increase the 'Add to Cart' event,  the 'Cart-to'Buy' Rate and, potentially the overall Conversion Rate.

Goals

  • Psychological Principle - Friction Removal and increasing clarity

  • Primary Goal - Increase ATC rate

Conversion Rate GR

02
THE VARIANTS

The 'Original Case'

The 'Variant Case' with the change in the Color selection

Conversion Rate GR

03
The Results

The Hypothesis was successful with the following results:

  • 9,33% Increase in 'Add to Cart' events

  • 7,68% Increase in 'Cart-to'Buy' Rate

  • 4,24% Increase in Conversion Rate

Statistical Significance reached 95%.

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