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
- Google ads
- Emails
- Social media posts
Result
- Design has been finalised
- Development is set to begin
Prototype: https://invis.io/KB1214A6V6XE
- Development is set to begin
Prototype: https://invis.io/KB1214A6V6XE
Problem
CVR from external marketing sources much lower compared to that of users browsing naturally
Goals
Increase PDP CVR from external marketing sources
Current landing page experience
Process
- 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
- 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.
