Identifying Opportunities on Product Detail Pages
Optimizing Pair Eyewear's CVR for Returning Customers
Problem
The conversion rate on PDPs at Pair were trending down compared to the previous year. We in the the retention pod took a customer-first approach when uncovering opportunities to better the UX while meeting the company’s goal of increasing the CVR% overall.
Solution
A redesigned PDP with enhanced content, larger visuals, and interactive elements to increase customer engagement. Adopted a modular design approach for efficient page creation and asset management.
Discovery
Customer Satisfaction Survey
In collaboration with the product manager, we launched a customer satisfaction survey to gauge user sentiment towards our PDPs. We targeted 200 of our loyal customers, aiming to understand their overall satisfaction using a 5-point Likert scale. The results were concerning, with over 60% of respondents indicating a satisfaction level below a 5.
User Testing
To gain deeper insights into customer needs and preferences for our PDPs, product design conducted user testing sessions. Ten participants were recruited to navigate the PDPs and provide unfiltered feedback. This valuable session yielded a comprehensive understanding of pain points, areas for improvement, and user priorities. We documented a prioritized list of actionable insights to guide future PDP optimization discussions.
Stakeholder Workshop
I assembled the stakeholders into an hour long workshop to share the insights we gained and to come together on these topics:
Friction points:
Where and why are customers abandoning the purchase process?
User needs:
What information are customers seeking on PDPs?
Exit points:
Where are customers dropping off the shopping journey entirely?
We came out of that meeting all aligned with the following :
Repeat customers expressed a desire for deeper product details to enhance their understanding and confidence before buying.
Design Process
Component Audit and Creation
With everyone aligned on next steps, timing, and goals, product design did a thorough audit of our existing components and discussed ways that we can enhance certain components to address the customer needs and components that we would need to build net-new. Here are a few notable ones:
Accordion
Inspired by design discovery, we implemented an accordion to reveal product details progressively. This interactive element prevents information overload and encourages user exploration, aligning with discovery principles for a richer product experience.
Interactive Card
Building on the Accordion's interaction in promoting user engagement, we created the Interactive Card. This new element offers a similar user-controlled information reveal, allowing customers to delve deeper when they desire.
Desktop Carousel
Our carousel was starting to feel outdated, so we saw an opportunity to elevate the user experience. Through user research, we explored various concepts aimed at making the interaction more joyful and engaging.
Mobile Carousel
Designed for mobile gestures and space-saving, this carousel uses pagination for intuitive swiping.
To mitigate bias and ensure user needs were met, we conducted pre-launch UX research with prospective and loyal customers. This research validated our discovery hypotheses and helped prioritize the most impactful components for launch.
Report created by Rais Ahmed
Impactful Results:
Prioritizing Conversion Rate (CVR), the PDP updates delivered a significant uplift. See the results below!
+19.1%
increase for customers who engaged with the Swatch Component
+40.3%
increase for customers who used the Edit Color Interaction
+19.7%
increase for customers who toggled through the Compare Base Frame Component
Compare Base Frame Component
Previously, customers had to visit each product page to see Base Frame sizes. This new component solves that by offering a quick size glance.
Edit Base Frame Color Interaction
The multi-angle carousel empowers customers to virtually mix-and-match Base Frame colors with any Top Frame. This instills a more confident purchase by allowing them to visualize the complete personalized combination beforehand.