UK: Devices PDP: Compatible Pods
Background
There is currently no way for users to easily navigate from a device PDP to a compatible flavours PLP. Usability testing has indicated that this functionality would be beneficial, particularly for new visitors. We believe the lack of cross-sell between devices and flavours is negatively impacting AOV.
Hypothesis
By introducing a clear link from devices to compatible pods, we expect to see an uplift in conversion rate and average order value, particularly for new visitors.Design Changes
- A new content slot is added just below the add to basket CTA on both desktop and mobile. There are 3 different designs based on the 3 device product pages.
- On click of each content slot, user is navigated to the relevant flavours PLP. The entire content slot is clickable, not just the Shop Now CTA.
Targeting – Pages
- UK Devices PDPs
Test Goal
- AOV
- Conversion Rate
- Device PDP Exit Rate %
- Compatible Pods Content Slot Interaction
Devices
- Mobile
- Desktop
Audiences
- All visitors
#1. Which one do you think is the winner?
Results
Congrats! You got it right.
Winner: Variation 1
Start: 01/02/22
End: 25/02/22
Duration: 24 days
Control visitors: 8,068
Variation visitors: 7,741
Highlights
- We observed an uplift in overall transactions of 10.3% vs. control at 95% statistical significance for visitors to devices PDP. We believe this is a direct result of the addition of the compatible pods content slot across all device PDPs.
- To support this, we saw a 65% uplift in the proportion of users that went on to visit a flavours PLP within their session vs. the control experience. The new content slots all linked to relevant flavour PLPs so we can assume that interaction with this content was high.
- Furthermore, we observed a 24% uplift in orders containing at least 1 flavour product compared to the control experience. There is clear evidence that not only is interaction high with relevant flavour content on device PDPs, but customers are also likely to go on to purchase a flavour as part of their transaction.
Recommendations
Based on the uplift in overall transactions, there is clear evidence that the addition of compatible pods content on devices PDPs enables users to more efficiently navigate to relevant products based on their chosen device type and that this behaviour increases conversion rate. The accompanying uplift in product sales for flavours confirms that users are also more likely to purchase a flavour product as part of their transaction compared to the control experience.
The 10.3% uplift in overall transactions observed in this experiment is worth an estimated £65k in annual incremental revenue, from an additional 1.8k transactions. This has been calculated by applying the uplift in conversion rate to the last 12 months of GA revenue data for device PDP visitors. This calculation assumes that the volume of traffic will be level year on year.
We therefore recommend deploying the winning variation to 100% of visitors on both the UK and FR domains, along with a follow up experiment to add a very similar content slot to flavour PDPs to promote the compatible device. Based on the larger traffic volumes to flavour product pages vs. devices, we believe there is a similar if not larger incremental revenue opportunity to allow customer to easily navigate from a flavour to compatible device PDP.
Unfortunately, you didn’t get it right. Variation 1 was the winner.
Winner: Variation 1
Start: 01/02/22
End: 25/02/22
Duration: 24 days
Control visitors: 8,068
Variation visitors: 7,741
Highlights
- We observed an uplift in overall transactions of 10.3% vs. control at 95% statistical significance for visitors to devices PDP. We believe this is a direct result of the addition of the compatible pods content slot across all device PDPs.
- To support this, we saw a 65% uplift in the proportion of users that went on to visit a flavours PLP within their session vs. the control experience. The new content slots all linked to relevant flavour PLPs so we can assume that interaction with this content was high.
- Furthermore, we observed a 24% uplift in orders containing at least 1 flavour product compared to the control experience. There is clear evidence that not only is interaction high with relevant flavour content on device PDPs, but customers are also likely to go on to purchase a flavour as part of their transaction.
Recommendations
Based on the uplift in overall transactions, there is clear evidence that the addition of compatible pods content on devices PDPs enables users to more efficiently navigate to relevant products based on their chosen device type and that this behaviour increases conversion rate. The accompanying uplift in product sales for flavours confirms that users are also more likely to purchase a flavour product as part of their transaction compared to the control experience.
The 10.3% uplift in overall transactions observed in this experiment is worth an estimated £65k in annual incremental revenue, from an additional 1.8k transactions. This has been calculated by applying the uplift in conversion rate to the last 12 months of GA revenue data for device PDP visitors. This calculation assumes that the volume of traffic will be level year on year.
We therefore recommend deploying the winning variation to 100% of visitors on both the UK and FR domains, along with a follow up experiment to add a very similar content slot to flavour PDPs to promote the compatible device. Based on the larger traffic volumes to flavour product pages vs. devices, we believe there is a similar if not larger incremental revenue opportunity to allow customer to easily navigate from a flavour to compatible device PDP.
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You can download the full report in pdf format from the link down below.
