CASE STUDY
SHOE RETAILER PDP
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
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Psychological Principle - Friction Removal and increasing clarity
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Primary Goal - Increase ATC rate
02
THE VARIANTS
The 'Original Case'
The 'Variant Case' with the change in the Color selection
03
The Results
The Hypothesis was successful with the following results:
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9,33% Increase in 'Add to Cart' events
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7,68% Increase in 'Cart-to'Buy' Rate
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4,24% Increase in Conversion Rate
Statistical Significance reached 95%.