New responsive PDP template for landing page users
My role
Responsible for designing a new PDP template for users landing from external marketing sources:
- Google ads
- Emails
- Social media posts
- Design has been finalised
- Development is set to begin

CVR from external marketing sources much lower compared to that of users browsing naturally​​​​​​​
Increase PDP CVR from external marketing sources
Current landing page experience
 - Google Analytics
 - Benchmarking
 - General research 
 - Wire-framing
 - AB tests
Research insights
   - Users navigating from external marketing sources are unlikely to be interested in the first product
 - Hierarchy of navigation to similar products
  - Prominence of recommendations
Benchmarking niche PDP experiences across retailers in different industries
Initial wireframing & ideation
AB testing
- Recommendations higher on page = 15% increase in CVR
- Breadcrumbs more prominent = 2% increase in CVR
AB Testing new ideas
Final Designs
 - Recommendations/similar products grid in the viewport area
 - Bigger breadcrumbs
 - Removed all unnecessary PDP elements

Thank you for your time.

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