Situation
An e-retailer was experiencing low Conversion Rates on their product pages. Despite high traffic, many visitors were leaving without completing purchases.
Task
The objective was to increase the conversion rate on product pages by optimizing User Experience (UX) and performing A/B testing on various elements. We used heatmaps and session recordings to analyze user behavior on the product pages. This revealed that visitors were often getting confused by complex product descriptions and struggled with the navigation to add items to their cart.
Action
To fix the issues, we took multiple steps as given below:
A/B Testing Product Page Elements
We designed A/B tests for key elements on the product pages:
- Product Descriptions: Compared long, detailed descriptions against shorter, bullet-point summaries.
- Call-to-Action Buttons: Tested different button texts and colors to determine which combination led to more clicks.
- Product Images: Tested different image sizes and the inclusion of zoom features.
- Pricing Visibility: Tested showing the price more prominently versus a more subtle display.
Implementing UX Improvements
Based on the A/B testing results, we simplified product descriptions to bullet points, which made key features more accessible. We also redesigned the call-to-action buttons to use contrasting colors and clearer text, and improved product images with a zoom feature.
Streamlining the Checkout Process
We identified and removed unnecessary steps in the checkout process, reducing friction. We also added progress indicators to show users how many steps were left in the checkout process, which helped reduce cart abandonment.
Mobile Responsiveness
Ensured that all changes were mobile-friendly, as a significant portion of traffic came from mobile devices. This included optimizing page load speeds and ensuring that the checkout process was seamless on mobile.
Results
+30%
The optimized product pages and streamlined checkout process resulted in a 30% increase in conversion rates.
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