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Alex Alesio

Alex Alesio

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See Jira ticket(s) for details on active experiments: ABT-xxxx

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Marmot Category by Region Personalization (ABT-xxx cxp.xxx)

By personalizing the Shop By Category to prioritize products suited to the users regional climate, we can increase PLP visits, PDP visits, and purchases.

⬆️ PLP Visits
⬆️ PDP Visits
⬆️ Purchases

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Finding:

  • The CTA button background color is the same as the site's background color making it easy to miss.

Hypothesis:

  • By changing the color of the CTA buttons buttons on the homepage, we will increase the number of PLP visits, PDP visits, and overall engagement.

Metrics:

  • ⬆️ PLP Visits

  • ⬆️ PDP Visits

  • ⬆️ Page Views

Source: 2023-01-11 CXPerts ShareOut Deck PDF

Test Design variants

v0 Control

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v1 (more pronounced visual treatment/color for CTA)

  • Variant v1 will include a more visually pronounced CTA by modifying the button’s color / treatment to be easier to see.

  • Exact color, tbd, but we’re leaning towards the standard primary color CTA treatment:

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Marmot Estimated Shipping Time (ABT-xxx cxp.xxx)

By adding expected delivery time to PDP pages, we can decrease hesitation, thus increasing ATC clicks, checkout progression, and purchases.

⬆️ ATC Clicks
⬆️ Checkout Progression
⬆️ Purchases

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