PDP Redesign: 2x Sales & 171% Conversion Boost
The Challenge:
Praimy, a Tech Beauty company, experienced a significant discrepancy between high website traffic to their top-selling product page and low conversion rates, far below industry averages. High bounce rates indicated a poor user experience.
The Approach:
To address this challenge, a comprehensive user experience (UX) and heuristic evaluation of the existing product page was conducted. Key areas for improvement were identified, including:
Image prominence: Images were identified as the most frequently clicked elements on the page. To enhance visual appeal and encourage exploration, images were redesigned as prominent thumbnails.
Adding Customer Reviews: To instill confidence in potential buyers, customer reviews were strategically placed at the top of the page to build trust.
Typography Update: changed the font to make it bigger and bolder for readability and contrast.
Concise Descriptions: Product descriptions were shortened to a maximum of three lines and reformatted with bullet points and line breaks to improve readability and encourage engagement.
Addressing Cart Confusion: Information about free items included with the purchase was clearly displayed above the "Add to Cart" button to prevent confusion and unexpected costs.
Urgency: Showcasing Limited Time Promotion to increase urgency.
Enhancing Accessibility & Visibility: Call-to-Action: The "Add to Cart" button was redesigned with high contrast (black) to improve accessibility and make it more visually prominent.
Highlighting Unique Selling Propositions (USPs): Key USPs were emphasized with visually appealing icons to quickly communicate the product's value.
The Results:
The implemented changes resulted in a dramatic improvement in key performance indicators:
Significant increase in conversion rates: Conversion rates surged by 171%, exceeding initial targets.
Reduced bounce rates: Visitors spent more time on the page, exploring product details and engaging with the content.
Key Takeaways:
This case study demonstrates the power of a data-driven UX approach in optimizing e-commerce performance. By focusing on user needs and implementing targeted improvements, Praimy was able to:
Increase sales revenue: Significantly boost revenue from their top-selling product.
Enhance brand reputation: Improve customer satisfaction and build trust.
Gain a competitive advantage: Outperform competitors with a superior user experience.