Problem
Previous research showed the product pages were suffering from a high bounce rate. I wanted to find out what was blocking our users from moving further down the funnel.
Goal
Create UI solutions that improve and increase conversion rates.
Tailoring the product pages
Working alongside the insight and data teams I created UX wireframes for the product pages, targeting two of our most unengaged user audiences. Grandparents and Aunt/Uncles. The wireframes focused on including UGC in the form of imagery from our social media accounts and customer reviews.
A/B testing the hero
With stakeholder approval on the wireframes, I began to explore the product pages visually. To gain some quick insight, we ran split testing on the hero module. We trialed one variant that featured user reviews and another that featured user views and two USP’s. These were the fact that the book had free shipping within 48 hours and the ability to preview the entire book before purchasing.
Data came back showing that the version featuring both USP’s and reviews performed better, so we changed the live site hero design.
UI exploration
With an updated hero module in place, I began designing to visualise the wireframes components. Creating multiple variants for each ensured the Creative Director and Stakeholders had options to choose from. We decided to include reviews, UGC, and a featured gifts component for unmoderated user testing.
Unmoderated user testing
Using the updated product page design, we ran a series of unmoderated user testing. The journey took users from a product page, through to book creation and then checkout. We had 6 participants over the age of 55, none were familiar with Lost My Name.
Results
Users responded positively to the review component. However, there were questions around its legitimacy and Trustpilot was mentioned multiple times as being a more reliable source.
The UGC social media panel was often overlooked, users commented on the imagery but none mentioned the desire to engage with the community hashtag.
The featured gifts component helped educate new users on the variety of products offered by Lost My Name.
My contract with Lost My Name was short and ended before other rounds of testing could occur. So, unfortunately, I have no data around conversion rates from the product page designs. However, I assume my concepts were successful and developed further as the current product pages still reflect my designs. The hero features 3 USP icons and a Trustpilot review, further down the page is a personal testimonial and at the bottom are other recommended products.
