Case Study: An eCommerce Experiments With Their Product Detail Pages

The quantity selector, a standard feature on ecommerce sites, gets rethought in this case study. The result was huge.

The Organization

A US based apparel and lifestyle brand with a significant online component.

The Project

Like most retailers, product detail pages for this brand included a quantity selector. However, site analytics and customer behavior showed that most customers bought just one of an item at a time. The optimization team further suspected that the quantity selector might be distracting customers and actually impeding conversions. Instead they wanted to experiment with streamlining the entire product selection process.

The Test

This company ran a simple A/B test across product list pages, product detail pages, and search results pages. On these pages, the retailer got rid of the quantity selector. Instead, the quantity defaulted to one, and the option to change that quantity only appeared in the cart. Because of SiteSpect’s Find and Replace function, the optimization team was able to make that change just once, and then specify which pages it would appear on. With a tag-based approach, a developer would need to implement that change individually on each page with a quantity selector. If you have even just 20 items for sale, that’s 60 pages you need to modify.

This brand’s optimization team consists product managers, analysts, and marketers. Still, the team was able to design, implement, and push this variation live within an hour.

Results

The A/B test ran for just under a month. The variation (without the quantity selector) saw an increase of over $90K in revenue just over the course of the A/B test. Results on desktop and mobile sites were comparable. The team rolled out the variation to 100% of customers and are working with SiteSpect consultants to strategize next A/B tests.

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