Conversion Optimization
Improved Cart Layout
Too many visitors were leaving the Bose site after adding a product to their shopping cart. A fundamental change to page layout, proven out by A/B testing, created a significant lift in sales.
Business Challenge
Improve sales KPIs for customers who have placed a product in their shopping cart.
Approach
After a brief usability review of the original layout, along with some competitive analysis, I developed the hypothesis that users are more likely to move forward in their path to conversion when their order summary (i.e., total price, expected delivery date) can be easily referenced at all times. The original layout pushed this basic information “below the fold” on desktop, and several scrolls down on mobile.
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Based on that hypothesis, I took the following steps:
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Created a new design layout in Axure that presented the order summary and “Checkout” button in its own column, and made it “sticky” as the user scrolls through the page
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Applied Bose brand standards more consistently to tighten up the layout, resulting in a significantly shorter page
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Collaborated with the Site Optimization team to conduct an A/B/C split test designed in Adobe Target
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Once the test results were confirmed, I collaborated with our development teams to get the new layout into production.
Original Layout
New Optimized Layout
Results
The new layout resulted in an 11% increase in revenue, 12% increase in units per order, and 4% increase in orders over the original control version in the Adobe Target test.
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The new layout was prioritized by the business for immediate implementation on the site.
"Test of the year!"
- Clemens van de Ven, Director, Global e-Commerce