Collection Page UX Design Improvements Leads to $18k New Yearly

After quantitative and qualitative analysis, we've observed that the presentation of our collection page may significantly impact user engagement and conversion rates. To enhance the shopping experience, boost customer retention, and increase sales, we have identified a need to optimize the collection page layout.

- The primary objective of this A/B test is to improve the collection page layout to improve visual clarity and hierarchy as well as streamline the add-to-cart process, allowing users to scroll more than 4000 sticker products on the store more seamlessly. The aim is to make the page more intuitive and engaging, thereby increasing the revenue per visitor (RPV) and conversion rate (CVR).

- Conduct an A/B test comparing the original collection page design (Control - A) with the newly proposed design (Variant - B).

The variant incorporates three key changes intended to improve user experience and sales conversion:

- Enhanced Product Visibility: Place product ratings prominently to establish credibility and attract customer attention.

- Improved Text Alignment: Align text to the left for a cleaner, more organized presentation that retains customer interest.

- Simplified Purchase Path: Introduce a more straightforward 'Add to Cart' button to minimize confusion and maximize efficiency.

- Revenue per visitor (RPV)

- Conversion rate (CVR)

- User engagement metrics such as click-through rates, average time on page, and bounce rates.

- Develop a hypothesis on how the proposed changes will impact the KPIs.

- Ensure that the data tracking for both versions is accurately capturing all relevant user interactions.

- Run the A/B test for a statistically significant period to gather enough data.

- Analyze the results to see if there is a significant difference in KPIs between the two versions.

- Document findings and provide recommendations based on the test results.

- A comprehensive test plan detailing the methodology, duration, and sample size.

- A report on the A/B test results, including statistical significance and confidence levels.

- Recommendations for the implementation of changes based on the test outcomes.

- An estimation of the potential annual revenue impact if the new design is implemented.

By implementing these changes, the eCommerce website should be able to capture the benefits observed in the A/B test, potentially increasing user engagement, customer trust, and conversion rates, leading to higher overall revenue.

Continuous monitoring of the updated collection page performance should be conducted to ensure that the changes remain effective and to make further optimizations as needed.