How can we increase clickthrough to a product page?
the problem
Analysis uncovered that 80% of Sitting Pretty’s users who landed on their collections page did not click through to view a product.
Users who abandoned the collections page visited the Before & After and FAQs pages, and click map data indicated that they were interested in learning more about how the halo could help them achieve the look they’re after, as well as the quality of the halo.
the solution
Given the collection page is one of Sitting Pretty’s top landing pages, it is often users’ first impression of Sitting Pretty, but it doesn’t illustrate what the halo does or how it can benefit users.
By adding a value-driven headline and copy to help explain the benefits, as well a clear imagery demonstrating the result of the halo, the hypothesis was that less users would abandon the collections page and would result in more click throughs to product pages.
the outcome
By providing users with more context of the benefits of the halo, as well as the inclusion that demonstrated the results, this test achieved:
+ 16% increase revenue
+ 18% increase conversion rate
+ 12% increase transactions
+ 6% increase AOV
What can be done to reduce checkout abandonment?
the problem
70% of Sitting Pretty users were abandoning the checkout to visit the Before & Afters and FAQs, suggesting users required more answers before proceeding to the checkout. User polls revealed that a common concern was selecting the right colour halo, many were also unaware of Sitting Pretty’s 90 day exchange policy.
the solution
Customer reviews on product pages stated that users were happy they could return their halo for a different shade, however reviews were significantly low on the page and scrollmaps indicated many users did not reach these. The experiment hypothesis was that by adding a confidence block to the cart page, users would be more likely to proceed to the checkout if they were informed they could exchange their halo if the shade was incorrect.
the outcome
The variation consistently outperformed the control, and achieved statistical significance with a 95% probability to win. As a result of the winning experiment, the client achieved:
+ 20% increase revenue
+ 17% increase conversion rate
+ 15% increase transactions
+ 4% increase AOV