Buy A Gift

From Browsing to Booking: Transforming the product pages to increase user engagement and drive purchases.

Role

Product

Designer

Services

UI Design, Usability Testing, A/B Testing

Year

2024

The Mission

As a leading provider of experience days, our goal has always been to inspire and simplify gift purchasing. To achieve this, we set out to transform our outdated product pages, which were undermining customer trust and hindering purchasing decisions. Our objective was clear: to increase number of page visits to our PDP and enhance the user experience to rebuild trust and drive buying decisions.

I contributed to using data insights to help develop a UI solution that resonated with users, ensuring satisfaction through usability improvements and A/B testing.

The Impact

After a few weeks of deploying the optimised PDP, we saw improvements over a number of weeks.

9%

Decrease in exit rate

5.4%

Increase in page visit

3.1%

Increase in conversion per visit

The Process

The Problem

We identified user pain points including an outdated design falling short of expectations and competitor standards, misleading information causing confusion, and missing critical details such as refund policies, product information, and social proof.

The problem has led to eroding trust through negative reviews deterring potential customers, excessive time spent on product detail pages without completing purchases, and a high exit rate, indicating a poor user experience.

Research

Analysis of analytics revealed a high drop-off rate, on the product page with an entry rate of 29.5% but a higher exit rate of 43%.

So we looked at user activity on Contentful to see which areas users most interacted with. We found that visitors prioritised the gallery (7.55% of visitors), product details, and customer reviews.

Competitor Analysis

I then analysed our competitors to identify their strengths and weaknesses and found that most offered a seamless experience to support users in their decision making. This provided valuable insights into the key elements to prioritise:

Clear information hierarchy to help users find relevant information efficiently.
Advance customer reviews and social proof to help users with purchasing decisions.
Sticky CTA so customers can purchase quickly

Design Solution

We then developed an ideal solution based on research insight to see what what we can implement to help users make an informed purchasing decision.

Information

Clear product information hierarchy and highlights.

Visuals

Visual inspiration through enhanced gallery

Location

Informative and easy to use map.

Social

Social proof through reviews and highlighting customers purchasing activity.

Usability Testing

We then conducted an unmoderated user test to assess the sentiment towards the ideal layout. We discovered that:

Users were impressed with the redesign
They found the layout clear and easy to find information they were looking for.
They appreciated the updated elements such as maps and reviews and found them helpful in their decision making.
We also had suggestions such as cancellation and refund policies.

Iteration

We refined the initial design to align with business needs and feasibility, introducing a new promo design that 83% of users found more appealing, readable, and noticeable, leading to immediate implementation.

Key updates included adding customer purchases for social proof, moving the product number to prioritize essential information, redesigning the flexible payment to meet API and business requirements, adding a product promo strip near the CTA to in line with business objectives to enhance discount visibility, and creating a dedicated product page header to improve focus on product details.

Reflection

We released an MVP version of the new PDP design to roll out new features as lean as possible in accordance with business feasibility and to measure user activity.
This case study highlighted how research-driven approach to optimising PDPs can enhance user experience and reduce friction in their purchasing decision. We achieved measurable success and set a foundation for continued improvements.

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