UK: Starter Kits Nav Exposure
Background
Traffic to the starter kits product category (right) is currently very low, with just 1.9% of visitors navigating to this page during their visit. We believe this is due to low exposure within site navigation.
However, conversion rate of users that visit this category is 12.7% which is +30% higher than the site average. There is a clear opportunity to promote this product category to new visitors.
Previous personalised experiences for new visitors have positively improved conversion rate – FR Homepage Guided Sell.
Hypothesis
By increasing the exposure of the starter kits category for new visitors, we expect to see an uplift in traffic to this category and therefore an uplift in overall conversion rate.Design Changes
Mobile- Within the global quick links section, Starter Kits is displayed in 1st position and subscriptions is therefore removed.
- Devices is moved to position 2.
- Flavours is moved to position 3.
- No changes to second tab of links within this carousel.
- Within the “Shop Devices” navigation menu, the 2 content slots on the far right are replaced by a single slot.
- Text: “STARTER KITS FROM £11.48”
- Entire slot should be clickable and link to the starter kit bundles page.
Targeting – Pages
- All UK pages (exc. Checkout)
Test Goal
- Conversion Rate
- Add to Basket
Devices
- Mobile
- Desktop
Audiences
- New Visitors
#1. Which one do you think is the winner?
Results
Congrats! You got it right.
Winner: Variation 1
Start: 11/01/22
End: 01/02/22
Duration: 22 days
Control visitors: 33,707
Variation visitors: 33,857
Highlights
Traffic to the starter kits product category is currently very low, with just 1.9% of visitors navigating to this page during their visit. We believe this is due to low exposure within site navigation. However, conversion rate of users that visit this category is 12.7% which is 30% higher than the site average. There is a clear opportunity to promote this product category to new visitors. Previous personalised experiences for new visitors have positively improved conversion rate – FR Homepage Guided Sell.
Recommendations
- There is clear evidence that increasing the prominence of Starter Kits within the navigation for new visitors encourages high interaction, which ultimately translates into additional revenue for this product category. There is also evidence that this positively impacts overall conversion rate for new visitors.
- We recommend deploying this update to the navigation for 100% of new visitors. There is also the opportunity to create a follow up experiment, which personalises both the navigation and homepage content to further promote the starter kits product category. The journey for starter kits is also due to be completely redesigned this year, and this test has identified a significant level of interest in this product type from new visitors.
- Lastly, we observed minimal interest in the subscriptions proposition from new visitors during this experiment. We believe a specific experience for returning first time purchasers to upsell them into subscriptions would be preferable to promoting it heavily during the first session. Instead, the content focus for new visitors should likely be a brand introduction alongside starter kits.
Unfortunately, you didn’t get it right. Variation 1 was the winner.
Winner: Variation 1
Start: 11/01/22
End: 01/02/22
Duration: 22 days
Control visitors: 33,707
Variation visitors: 33,857
Highlights
Traffic to the starter kits product category is currently very low, with just 1.9% of visitors navigating to this page during their visit. We believe this is due to low exposure within site navigation. However, conversion rate of users that visit this category is 12.7% which is 30% higher than the site average. There is a clear opportunity to promote this product category to new visitors. Previous personalised experiences for new visitors have positively improved conversion rate – FR Homepage Guided Sell.
Recommendations
- There is clear evidence that increasing the prominence of Starter Kits within the navigation for new visitors encourages high interaction, which ultimately translates into additional revenue for this product category. There is also evidence that this positively impacts overall conversion rate for new visitors.
- We recommend deploying this update to the navigation for 100% of new visitors. There is also the opportunity to create a follow up experiment, which personalises both the navigation and homepage content to further promote the starter kits product category. The journey for starter kits is also due to be completely redesigned this year, and this test has identified a significant level of interest in this product type from new visitors.
- Lastly, we observed minimal interest in the subscriptions proposition from new visitors during this experiment. We believe a specific experience for returning first time purchasers to upsell them into subscriptions would be preferable to promoting it heavily during the first session. Instead, the content focus for new visitors should likely be a brand introduction alongside starter kits.
Get a copy of the full report
You can download the full report in pdf format from the link down below.
