Case Study: eCommerce Updated PDP Information to Increase Sales

October 18, 2018

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This brand redesigned their product detail pages to feature delivery information more prominently. They saw a huge upturn in conversions.

computer keyboard with add to cart button

 

The Organization

A UK based bathroom furnishings retailer with online only sales.

The Project

This company had recently migrated to a new CSM, which revised the information on their product detail pages (PDP). The new PDP moved most important delivery information below the fold. The team suspected that reordering the information on the PDP would make delivery information more visible, and increase conversions and sales.

The A/B Test

This company designed an A/B test that applied across devices. The variation featured delivery information underneath the “Add to Cart” button, and displaying above the fold.

The Results

This A/B test yielded positive but interesting results. Revenue increased by over 5%, and add to baskets increased by over 4%. Conversions though remained constant demonstrating the revenue impact was driven by basket size. While all devices saw a positive impact on add to basket and conversion, mobile experienced a stronger uplift then desktop. Most importantly, this one A/B test delivered 77,000 pounds additional revenue during the campaign and is projected to add an additional 200,000 pounds in revenue every 30 days. This means within 30 days of implementing SiteSpect, this retailer saw a 10x ROI.

Next Steps

Because of the positive results across devices, the team immediately served the variant to 100% of traffic. The new design will soon be hardcoded into the website design. With the new insights, the team is looking to new ways to maximize their PDP. Because of the huge success of this A/B test, the team is excited to A/B test more broadly across its sites.

Check Out More Case Studies

To learn more about SiteSpect, visit our website.

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Luke Hardwick is a Manager of Customer Success at SiteSpect, consulting for SiteSpect users on their optimization and personalization road maps and projects. Luke is based in London and has experience as an conversion rate optimization specialist across many softwares before landing at SiteSpect.

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