In e-commerce, conversion rates are king. Achieving higher conversions can be a difficult endeavour though. We worked with one nutritional store to help them reach an 18% increase in overall conversions and a 28% increase in conversions for sessions using search.
We will show you how we improved those conversion rates by:
- Optimising the product detail page design
- Implementing a new product recommendation concept
- Improving product discoverability on lister pages
Analysing the store’s analytics data, we looked at page type performance, products, device usage, on-site search and recommendation performance. With that knowledge and industry research, we came up with 60 opportunities for improvement. The final result transformed the website and created a more persuasive customer experience. In the following, we will explain the top three areas of improvement for the merchant’s online store.
Product detail page redesign
The product detail pages had a high volume of traffic in combination with a high bounce rate and low click-through-rates. Thus, we created a new product detail page layout. This design prioritised the visitors’ ability to get information about products’ unique selling points and user testimonials:
- First, removing tabs and creating a layout with improved accessibility
- Second, the unique selling points were communicated via more engaging functionalities: nutritional facts and visualised ingredients, FAQs and clinical references
- Third, the product-specific customer testimonials and reviews added another layer of trust
All this was done with the consideration that most traffic came from mobile devices and people with smaller screen sizes needed were converting poorly.
New product recommendation concept
We further implemented more personalised product recommendations on detail pages. We wanted to improve targeting products to users’ needs. This had the aim of increasing product discoverability and average order value. The method involved matching nutritional goals like weight loss with alternatives for the shown product, rather than recommending general items.
We also used this strategy to define context-based complementary product suggestions on the PDP. These were curated manually for the most important products. The rest received data-driven items based on users’ buying behaviour and an applied collection filter. This logic further informed cart recommendations which were based on already existing products in the cart.
Product lister page optimisation
The third area we improved were collection and search result pages. Top search term results were improved with visual banners and synonyms. That means that buyers now see a weight loss products banner on top of results when searching for “weight loss”. Also, the discovery app configuration was improved in a way that search terms now better match with product data. Thus, they can search for “weightloss” or “weight loss” and always get the most relevant results.
To improve readability of search result product listings, we introduced a new and simple product card format. This ensures products are visually separated from content search results. New customer-oriented filters now allow users to filter product lists according to their specific goals like getting energised or weight loss. This immensely supports their decision-making and product selection.
After implementing these solutions, the e-commerce store experienced notable positive outcomes within the first 3 months:
- An 18% increase in the overall site conversion rate, resulting in a significant boost in sales
- An 28% increase in conversion rate for sessions which included a site search
- A 1% increase in average order value
The merchant's commitment to optimising website elements led to an improvement of conversion rates. This demonstrates how our data informed approach helped focus the engagement in the right areas.