MINISTRY OF SUPPLY
A/B Test on a PDP Which Resulted in 17% Boost in Revenue
OVERVIEW
MY ROLE
UX Research; Interaction Design at Conversion Fanatics
Other team members: Naveen (Visual Design)
EXPERIMENT
Ministry of Supply is an modern ecommerce site specializing in 3D printed professional apparel. For this experiment the intended goal was to redesign the images into a more standard carousel.
HYPOTHESIS
Displaying fewer images will increase site speed and improve product page navigation
TOOLS
- Pen & Paper
- Sketch
- HotJar
- Convert
DISCOVERY
UNDERSTANDING "THE LIFE ARCHITECT"
I started off with some brand guidelines provided to my team by the company. "the Life Architect" was defined as a being driven by their life path and goals. Further research into GA helped paint the picture of their primary users being young (25-34), dominantly male (75%), professionals.
SIMULTANEOUS SCROLLING
It was quickly apparent there were a lot of interactions for the user to process. Namely there were three simultaneous scrolls available on the page-- carousel, localized text scroll, and global. The load time on this page was the initial reason for optimization (due to the large files preloaded on page).
APPROACH
I'll admit the scope did creep a bit on this project, but I opted to tackle a bit more than fixing the carousel, as I feared this was just one of the reasons users were having difficulty navigating these pages. I opted to:
- Streamline image navigation
- Reorganize content for relevancy
- Create a more cohesive responsive experience
- Enhance experience by adding zoom feature
DESIGN & ITERATION
NAVIGATION REDUCTION & GROUPING CONTENT
It was clear that the biggest priority was to eliminate the friction between the the three simultaneous scrolling. I decided the switch to a standard scroll throughout the page length, and went for a more traditional route image carousel, to create a more familiar experience for their "architects". Additionally, I opted to add a sense of status recognition, by creating a visual cue on the active photo. I eliminated a couple of redundant items, like the category description "short sleeve shirt" (which is in the breadcrumbs), as well as the expandable "fit" section which is detailed in the size guide. As well, I added a zoom feature that wouldn't intruding the inputs needed for the goal.
RESULTS
GOALS & RESULTS
The experiment ran for two weeks and was decidedly called a winner at a 97.13% statistical significance. The average revenue per visitor raised from $8.03/person to $9.27/person. Other results are as follows:
Revenue: +17%
Cart pageviews: +10%
Checkout pageviews : +15%
Completed orders: +16%