Sitewide: Desktop: Search Dropdown 3 Column Design
Background
The Nature’s Best website contains a lot of useful blog content that can help users make a decision on which product to buy, however, it is not prominently displayed. Research has revealed that a lot of users search without a specific product in mind and are perhaps better served by educational content. Nature’s Best would like to test displaying the blog content with equal prominence to the products in the desktop search dropdown to see if this increases blog visits and conversion.
Hypothesis
Displaying the blog listings with equal prominence to the product listings in the desktop search dropdown will increase visits to the blog content. We will also assess the impact on ATB and conversion.Design Changes
- The Categories, Products and Blogs + Articles are now displayed in a three column layout
- “We found X categories/products/blogs/articles” text has been removed and replaced with a number in brackets after the title e.g. Categories (X)
- The size of the product listings have been reduced to fit in the smaller column width
Targeting
- Sitewide (apart from Checkout pages)
Test Goal
- Increase blog visits
- Maintain product views
- Increase Add to Bag
Devices
- Desktop
Audiences
- All visitors
#1. Which one do you think is the winner?
Results
Congrats! You got it right.
Winner: Variation 1
Start: 25/11/21
End: 21/12/21
Duration: 27 days
Control Visitors: 17,374
V1 Visitors: 17,536
Highlights
- Redesigning the search dropdown across desktop to allow for greater prominence of blog content and products has increased visits to the blog by 8.42% reaching 99% statistical significance.
- Visits to product pages have also increased by 2.1% reaching 99% statistical significance.
- All test metrics were achieved within the test with ATB also increasing by 1.93%.
Conclusions
- Through increasing the prominence of blog content within the search dropdown has had a positive impact on page views showing users are interested in this type of content across the site.
- ATB and product page views all up
- However, overall site conversion is down showing that users might be viewing blog content and not coming back to purchase. This could be due to distraction or researching the types of products they might need and will return later to purchase.
- Reviewing the drop in transactions further the drop is minimal when breaking down the data and doesn’t come close to reaching significance. I would recommend rolling out this test based on the winning site metrics further up the funnel. If rolled out I would review site conversion over the first few weeks.
Next Steps
- Product carousels into blog content, could be promo driven instead of based on recommendations.
- Category links within the blog to show the user the breadth of products Nature’s Best have.
- Improve the search algorithm to show the user optimised bestselling products when searching terms like Turmeric
Unfortunately, you didn’t get it right. Variation 1 was the winner.
Winner: Variation 1
Start: 25/11/21
End: 21/12/21
Duration: 27 days
Control Visitors: 17,374
V1 Visitors: 17,536
Highlights
- Redesigning the search dropdown across desktop to allow for greater prominence of blog content and products has increased visits to the blog by 8.42% reaching 99% statistical significance.
- Visits to product pages have also increased by 2.1% reaching 99% statistical significance.
- All test metrics were achieved within the test with ATB also increasing by 1.93%.
Conclusions
- Through increasing the prominence of blog content within the search dropdown has had a positive impact on page views showing users are interested in this type of content across the site.
- ATB and product page views all up
- However, overall site conversion is down showing that users might be viewing blog content and not coming back to purchase. This could be due to distraction or researching the types of products they might need and will return later to purchase.
- Reviewing the drop in transactions further the drop is minimal when breaking down the data and doesn’t come close to reaching significance. I would recommend rolling out this test based on the winning site metrics further up the funnel. If rolled out I would review site conversion over the first few weeks.
Next Steps
- Product carousels into blog content, could be promo driven instead of based on recommendations.
- Category links within the blog to show the user the breadth of products Nature’s Best have.
- Improve the search algorithm to show the user optimised bestselling products when searching terms like Turmeric
Get a copy of the full report
You can download the full report in pdf format from the link down below.
