Analysis

What the Data Told Us

During routine optimisation analysis, our strategists identified that mobile users were landing on the homepage but not continuing deeper into product pages. Session recordings and click-map data suggested low engagement above the fold, with users missing opportunities to explore featured collections. We hypothesised that introducing story-style widgets could guide users more intuitively toward product discovery.

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Jackson S 18.6 Increase In Conversion Rate Before
Jackson S 18.6 Increase In Conversion Rate Before

A/B Test

How the Test Was Set Up

To validate the hypothesis, we introduced tappable story widgets on mobile collection pages, replacing the static hero banner. The new format displayed lifestyle imagery and direct links to key categories, creating an interactive browsing experience similar to social stories. This layout aimed to capture attention quickly, reduce friction, and encourage visitors to navigate further into the site.

Jackson S 18.6 Increase In Conversion Rate After
Jackson S 18.6 Increase In Conversion Rate After

The Results

After two weeks, the data displayed that the test increase shopping activity and conversions, but decreased basket value. This was likely due to customers arriving on collection pages but not travelling deeper to product detail pages. We recommended setting Variant 1 live permanently, with the goal of following this with a test to send customers directly to product detail pages instead of collection pages in the future.

  • 18.6%

    Increase in Conversion Rate

  • 17.28%

    Increase in Transactions per Session

  • 19.3%

    Increase in Cart Completion Rate
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