Goal
To increase conversion rates on mobile
Competitor Analysis
Looking at competitors and other e-commerce sites, we started to see an increase in functionality that allows users to add products from product list pages, so we wanted to explore that idea and test how if a similar functionality would be effective for our customers.
What We Saw in the Data
A lot of our customers were only purchasing a quantity of one to two for each item and we had a lot of returning customers. Most users were also using android devices.
Considering this data, our thought was that while implementing this add to bag functionality on the product list pages, customers may not need quantity fields and removing them could create a better, cleaner experience.
Iterations
On our site, we have several different types of products. Some have variants, some have subscription options and others have no variants at all, so we wanted to find an experience that would work for all of these different products.
What We Learned From User Testing
We asked users to add to their bag, but never specified how we wanted them to add to their bag. With this, we were able to see if users were more likely to add products from the product list pages or from the product detail pages.
The most successful version was the one below. Users added more items to bag from the product list page than on the product detail page with this version.
Finalizing the Flow
Taking the information that we learned from user testing, we made small improvements such as making sure that when a customer taps "select a shade", they are taken to a view that displays all shades instead of a dropdown with and add to bag call to action.
The Results
Once this was fully implemented onto the site, we saw a conversion rate of nearly 4%
What We Learned
We explored different iterations, some that included showing a dropdown and the add to cart icon all at once, but we learned that icons are not as effective with our users and that displaying each step at the same time is not always effective. Customers, especially in this scenario just need to see one step at a time before moving onto the next required action.
