Added per Aug4 CXperts share out presentation:
(idea) Checkout | Padlock Icon removal
(idea) Add-to-Cart CTA (Sticky) at top of desktop page
(idea) Longer Scrolling Pages
(idea) PLP # of Products per [More Results] CTA click
(idea) Checkout | Padlock Icon removal
Hypothesis:
By updating or removing the padlock icon we will decrease confusion within checkout, increasing conversions.
Metrics:
↑ Conversions
(idea) Add-to-Cart CTA (Sticky) at top of desktop page
(idea) Longer Scrolling Pages
Finding:
Longer Scrolling Pages
After reviewing a handful of PDP pages it seemed that – not scientifically measured – they are longer scrolling, which may be a side effect of the gallery style format of the product pictures.
Test Idea:
Add a sticky CTA to PDPs to counter the longer scrolling, gallery format which may or may not be a detractor for add to cart clicks
( see example from Nature Made in PPT)
(idea) PLP # of Products per [More Results] CTA click
Finding:
WEVO: a finding from the WEVO Study was several people annoyed at the More Results CTA on PLP not having more information.
"I don't like that I have to keep pressing this button to see more candles instead of just giving me an option to see everything."
Impact:
To help validate and prioritize this test idea we turned to FullStory:
In the last 30 days we saw around 34% of all users click a “More Results” CTA.
When looking at users who just visit PLPs that number jumps to 51%.
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