UI revamp

Before

After

Hypothesis

By streamlining the PDP layout and improving clarity, visitors will better perceive the value and convert at higher rates.

What we learned

Despite a similar AOV, the variation saw 9% fewer orders than control. That suggests the PDP changes may have distracted or confused users (layout, copy, or visual overload) or slowed decision-making (more content to process equals more bounce). Funnel Analysis: Add to Cart (ATC) decreased 8.94% (Primary issue: Users landed, but fewer added to cart), Begin Checkout Rate decreased 6.69%, Conversion Rate decreased 9.73%. The issue is at the PDP level. View Product Rate equals No change meaning people saw the PDP at the same rate. But fewer added to cart, which strongly suggests the content, structure, or messaging of the new PDP reduced motivation to act. Heatmap data shows a lot more visitors in Variation clicked on Buy on TPT link than in Control (Control: 2.18%, Variation: 4.44%). The TPT link is higher on the page and more prominent to all visitors. As a result, ATC clicks decreased (Control: 4.20%, Variation: 2.56%). This could be a result of a spill over of traffic to TPT and then drop off or purchase on TPT, which we do not track. Also, in Control, around 95-98% of visitors scroll to ATC button. In Variation, only around 75% of visitors scroll to that button. Recommendations: Move ATC button closer to the fold by moving the content above below the button or shortening it, Move Buy on TPT button down the page, Recheck the content on the page to replicate the content on the new template as close as possible to the content from the old template.