Layout and A/B Testing
Mobile product page's first scroll improvements
Redesign of Tok&Stok's product page's mobile version first scroll, related to an objective and key result concerning the increase in performance in the add to cart indicator.
Stages /
Benchmark
Qualitative Analysis
Checkpoint w/ stakeholders
Review
A/B/C Testing
Tools /
Prototyping
Benchmark
A/B Testing
Qualitative Analysis
Qualitative analysis of the first scroll, breaking down the role of each element in the product purchasing journey. Elements in red actually remove a customer from the main journey.
Benchmarking
Benchmark looking at other e-commerces, comparing the height spent by elements unrelated to the purchasing proccess.
Solution Prototyping
A new layout version was prototyped, removing the undesired elements, along with other minor adjustments such as the order of image x name.
This version was presented to the stakeholders.
Previously (left) and afterwards (right):
Layout review and A/B Test planning
After the checkpoint, a few adjustments were made, such as including back the breadcrumbs, and including a version for measuring the efficiency of an app redirection banner, both for A/B Testing.
Control group:
Version on production
Metrics:
Additions to cart - Validates the hypothesis that the removed elements would be causing noises in the purchasing proccess and making it overall less appealing.
Clicks on the app redirectioning banner - Enables understanding the trade off in the decrease of new users downloading the application vs the increase in additions to the cart caused by the presence or absensce of the banner.
A/B Testing
Segments were created for each version on Google Analytics, and in 2 weeks, it was possible to observe a rough increase in 10% of ecommerce conversion rate for the A version, and in 5% for the B version.
