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The research took the form of user testing, where 5 anonymous users, based on key demographics, performed a set of specific tasks that closely followed the typical customer journey through the website. We screen recorded each tester, which illuminated the issue of users selecting their size from a drop-down menu. The research showed us that there was indication whether a product was out of stock in that size, inevitably frustrating the user.
Based on our findings, we replaced the colour and size dropdowns for square swatches, that would be immediately visible indicating if a product was out of stock in a certain size. This was then rolled out in a test over a month with 50% of customers using the new swatches. The results showed that the introduction of our CRO team’s recommendation brought through more conversions, and achieved our aim of getting more products in shopper’s baskets.
+35.97% increase in user conversion rate.
+52.76% increase in the number of products being added to the basket.
If you’re feeling like your product pages aren’t up to scratch, or want to find out where your store could be turning sales away?
Discover how rapid implementation of Shopify POS created a true unified experience, unifying online and in-store retail for the UK's leading running specialist.
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