20% lift in conversion rates by revamping the upper portion of the product page

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About

A beauty brand is dedicated to helping women achieve clear, radiant skin. With the market being oversaturated with skincare products that often fail to deliver results, the brand saw a need for natural skin care products that worked for all skin types. The brand has since helped over 250,000 women discover their inner beauty and achieve healthy, radiant skin.

The brand’s skincare products are designed to empower women and improve their confidence. The brand’s skincare products are quickly becoming popular within the skincare community.

Problems we discovered

The above-the-fold area of the product page was not lucrative enough to encourage users to convert.

During an analysis of the website, four significant problems were identified above the fold of the page in question. These issues were as follows:

Lack of emotional hook:​

The product page in question did not effectively use an emotional hook to connect with the user's pain points. This meant that the website was not effectively engaging users and encouraging them to take action.

Missed opportunity for creating urgency:

The above-the-fold area of the page did not utilise the opportunity to create a sense of urgency by mentioning limited-time offers or other incentives. This meant that users were not encouraged to take action quickly and may have been more likely to leave the website without converting.

Navigation issues:

The image slider on the page did not include left - right arrows to move through it and also didn’t have an image thumbnail carousel. This made it difficult for users to navigate through the images and may have resulted in a poor user experience.

Dull feature-benefit pointers:

The feature-benefit pointers on the page had a singular pointer style which made it uninteresting to go through. This made it less likely that users would engage with the content and may have resulted in a lack of conversions.

Our Hypothesis

By revamping the design of the above-the-fold area to be more visually appealing and lucrative, we can increase the number of conversions on the website.

Our Solution

An above the fold makeover was done to solve the issue of the page portion not being visually appealing enough to urge users to convert. The following steps were taken as part of the redesign process:

Conducted user research:

To understand the needs and expectations of the website's users, user research was conducted through surveys, focus groups, and usability testing. This helped to identify the main pain points and areas of improvement for the above-the-fold area.

Developed a design concept:

Based on the insights gathered from the user research, a design concept was developed for the above-the-fold area. This included elements such as a clear and prominent call-to-action button, high-quality images and graphics, and a clean and easy-to-navigate layout. The design concept was reviewed and refined based on feedback from stakeholders and usability testing.

Implemented the redesign:

Once the final design concept was approved, the redesign was implemented on the website. This included updating the HTML, CSS, and JavaScript code, as well as optimizing images and other multimedia elements.

A/B testing:

To further optimize the design, A/B testing was conducted. Two versions of the above-the-fold area were tested, with a randomly selected group of users being shown each version. The version that resulted in the highest conversion rate was deemed the winner and was implemented on the website.

For improving overall performance and conversion rate, we utilized this comprehensive process and effectively addressed the issues by implementing following changes –

Addressing the lack of an emotional hook:

Before

After

To tackle this issue, the website’s copy and messaging was reviewed to ensure that it effectively connects with users’ pain points and emotions. This was done through user research, surveys, and usability testing, to understand what motivates users to take action. Additionally, the hook was presented in sync with the layout of the website and placed more attention on the user’s pain point to make it more relevant.

Creating a sense of urgency:

Before

After

To address the missed opportunity for creating urgency, a limited-time offer of 10% OFF
was prominently featured above the image slider. It was made sure that this was not easy to miss by using a bold black colour for the rectangular background to clearly communicate the sense of urgency.

Improving navigation on the image slider:

Before

After

To improve navigation on the image slider, navigation arrows and an image thumbnail carousel were added. Users had a preview of the following image and were made aware of the image slider’s functioning, which made it simpler for users to scroll through the images and improved their overall user experience.

Enhancing the feature-benefit pointers:

Before

After

To make feature-benefit pointers more engaging, personalised icons were used to make them more visually appealing and break up the monotony. The benefits were highlighted in a more engaging approach, almost a subtle type of storytelling format that made the suggestions more entertaining to read and more relatable.

It’s important to note that these solutions were implemented after conducting thorough A/B testing to ensure that the changes are effective and align with user needs and behaviour.

Results

0 %
Lift In Conversion

After implementing the redesign, the website saw a significant increase in the number of conversions. Specifically, there was a 20% increase in the number of users taking the desired action i.e. making a purchase. 

 Additionally, user engagement metrics such as time on site and pages per session also improved. This indicated that the redesign had a positive impact on the overall user experience and that users were spending more time on the page. The A/B testing also revealed that the redesign resulted in a significant increase in the conversion rate, which was achieved by the new above the fold design.

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