32% Increase in Conversion Rate for Desktop Devices

When conducting our CRO Audit with this new client, we noted multiple recommendations for the product detail page to make the purchasing journey easier, guide users to where they needed to be and encourage them to purchase. These recommendations included making the imagery of the apparel clearer, increasing trust, communicating benefits and information needed in a simpler and clearer manner, and providing a size guide to set expectations.

Due to so many recommendations for the page, the client decided that we should conduct an A/B test containing all optimisations versus the original. In general, we do not recommend A/B testing with multiple changes. The reason is that if it doesn’t work, you won’t know the cause of the friction. However, in this case, we viewed it as a redesign to test a new product detail page layout. These recommendations included implementing image thumbnails, adding key value propositions below the add-to-cart button, simplifying key benefits, implementing an accordion menu for long-form content, and providing customers with a size guide.