Case Study
Mobile Quick Links
Problem:
While the homepage provides a space for users to learn about the brand and its products offerings, there is a shortage of calls to action the users want to explore. The majority of customers only glance at the top portion of the homepage, ultimately using the main navigation menu to find what they need.
While the homepage provides a space for users to learn about the brand and its products offerings, there is a shortage of calls to action the users want to explore. The majority of customers only glance at the top portion of the homepage, ultimately using the main navigation menu to find what they need.
Hypothesis:
if we have quick shop links for top product categories at the top of the mobile homepage, users will navigate quickly to shoppable pages. If we are right, we should see an increase to PDP visits and add to bag.
if we have quick shop links for top product categories at the top of the mobile homepage, users will navigate quickly to shoppable pages. If we are right, we should see an increase to PDP visits and add to bag.
if we have quick shop links for top product categories at the top of the mobile homepage, users will navigate quickly to shoppable pages. If we are right, we should see an increase to PDP visits and add to bag.
Test Details
Device(s): Mobile
Test Type: AB
Traffic Allocation: 100% of traffic - v0: 50% | v1: 50%
Traffic Allocation:
100% of traffic - v0: 50% | v1: 50%
Traffic Allocation:
100% of traffic - v0: 50% | v1: 50%
Page: Homepage
Duration: 13 Days
Problem: We want to see whether the quick links at the top of the page are more actionable and guide users to shoppable pages faster.
V0: Control
V1: Control
Solution: Add a row of top category links with images to the mobile homepage above the fold.
V0: Control
Problem: We want to see whether the quick links at the top of the page are more actionable and guide users to shoppable pages faster.
V1: Control
Solution: Add a row of top category links with images to the mobile homepage above the fold.
Impact:
Though PDP views and add to bag ended relatively flat, V1 resulted in a strong order conversion lift.
New visitors saw particularly high value in the mobile quick links as the click conversion rate was 18% and the order conversion rate for these visitors ended at +12.51% at 90% confidence.
Though PDP views and add to bag ended relatively flat, V1 resulted in a strong order conversion lift.
New visitors saw particularly high value in the mobile quick links as the click conversion rate was 18% and the order conversion rate for these visitors ended at +12.51% at 90% confidence.
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Test Outcome: Winner
Winning Variation: V1
Total visits in test: 60,706
Quick Link Click Rate: 16.09%
Test Outcome: Winner
Winning Variation: V1
Total visits in test: 60,706
Quick Link Click Rate: 16.09%
Test Outcome: Winner
Winning Variation: V1
Total visits in test: 60,706
Quick Link Click Rate: 16.09%
Case Study
Mobile Quick Links
Case Study
Mobile Quick Links
Estimated Revenue Unlocked:
Estimated Revenue
Unlocked:
Estimated Revenue
Unlocked:
Estimated annual revenue impact is based on general audience data from March 1, 2022 – March 1, 2023, where there were 142,119 mobile transactions from homepage visitors with an average order value of $212.02.
(Visits with an order last year) 142,119 x (Observed Conversion Rate Lift) 4.32% = (Additional Annual Orders) 6,140
These totals were used as the base when we applied the observed increase to the order conversion rate during the test.
(Additional Annual Orders) 6,140 x (Average order Value) $212.02 = (Estimated revenue lift) $1,301,722
Estimated annual revenue impact is based on general audience data from March 1, 2022 – March 1, 2023, where there were 142,119 mobile transactions from homepage visitors with an average order value of $212.02.
(Visits with an order last year) 142,119 x (Observed Conversion Rate Lift) 4.32% = (Additional Annual Orders) 6,140
These totals were used as the base when we applied the observed increase to the order conversion rate during the test.
(Additional Annual Orders) 6,140 x (Average order Value) $212.02 = (Estimated revenue lift) $1,301,722
KPI: Observed Conversion Lift +4.32% at 61% confidence
KPI: Observed Conversion
Lift +4.32% at 61% confidence
REVENUE / LEAD IMPACT:
$1,301,722
KPI: Observed Conversion Lift +4.32% at 61% confidence
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REVENUE / LEAD IMPACT: $1,301,722
KPI: Observed Conversion
Lift +4.32% at 61% confidence
REVENUE / LEAD IMPACT:
$1,301,722
REVENUE / LEAD IMPACT: $1,301,722