Case Studies

Improving Add-to-Cart actions with ecommerce best practices proven through split-testing

THE CHALLENGE:

For over 40 years, Samy’s Camera has been the leader in sales of high quality imaging products and the ultimate resource for the professional and amateur photographer. Knowledgeable sales staff, exceptional customer service, and an impressive up-to-date inventory are the reasons that Samy’s Camera enjoys such a loyal following. However, they wanted help improving their website in 2024. After meeting with our Creative Director they engaged a CRO Program to find ways to better dial in the results coming from their website marketing.

THE APPROACH:

Our CRO approach to this challenge started, as most do, with research. We dug into their Analytics, looking for visitor behavior that might indicate areas to improve. This resulted in us identifying a higher abandonment rate on their product detail pages, – this was especially prevalent on their mobile visits. We performed in-depth website audits for their home page, product detail page (PDP), product category page (PCP), as well as competitive cart user-flow analysis.

The audits revealed multiple ways that their user experience was not meeting best practice for ecommerce User Interface design (UI/UX). We were able to identify several confusion / distractions points along the path that could be improved. Since the most enjoyable website experience tends to be one with few distractions and a clear concise path – these errors needed to be corrected to meet their goals for the site.

We designed a mockup of what we hypothesized would produce better results for their mobile traffic. Their development team then implemented those changes to their custom ecommerce platform and we set up a product detail page split test on 20 products to validate this hypothesis:

Hypothesis:
By moving the ‘Add to Cart'(ATC) above the fold on mobile devices, and by reprioritizing select elements on the PDP, we will see an improvement to ATC clicks from the detail page with the new layout.

THE RESULTS

After 8 weeks, the experimental variant showed consistent improvement across all 20 product tests. We kept these tests running until they reached statistical significance to ensure that we were not reporting on temporary anomalies in the data, and watched their analytics for trends. Samy’s reported improvements to their performance throughout the testing time period. Once the results were tallied, we found that the average add-to-cart conversion action was over 4 times more likely to occur on the new Product Detail Page layout.  Reporting a 6.82% CVR compared to the 1.55% of the old design!