Product page A/B test results
Nick Boyce
As you'll know, we've been testing a new version of the product page over the last few weeks. We’ve now declared the new page a winner, and are working to set it as default for all customers. Hooray!
The key metrics we’ve looked at are the following:
- Add to carts – increased by 13% (at 100% statistical significance)
- Conversion rate – 6% improvement
- Customers buying default framed product – up 14% (more on this below)
- Framing percentage – up 4% to 45%
- Average unit value – no change
- Bounce/exit rate – no change
There have been some interesting changes as a result of removing customisation from the page:
- Although 14% more customers bought the default framed product, this represents only 16% of products overall
- 56% of PODs were sold small (up from 49%)
- Source analysis data
- Video of a customer using the new product page
- Notes on what we set out to achieve (recessed frames is the main omission but in progress)