Mamabrum – an additional 38,000 PLN (~$9.5K) a month through a product page redesign
Client
Mamabrum
Mamabrum is an online store specializing in toys, strollers, accessories and other products for children. The store offers a broad selection of carefully chosen items to meet parents’ needs and expectations. Their range is aimed mainly at families looking for safe, functional solutions for their children.
The client reached out after reading our article in an industry magazine.
The challenge
Optimizing the product page and lifting conversion
The client’s goal was to optimize the store on data, launch an A/B testing program and lift conversion.
What we did
Research and analysis, identifying the conversion problems
At the start of the engagement we ran quantitative and qualitative research (GA analysis, expert review, heatmap analysis, a customer support interview) and identified where and why the bottlenecks occur, what pushes users to convert and what holds them back, and where the biggest opportunities to grow sales sit.
Research findings:
- The GA analysis told us there was enormous potential to optimize the product page — cutting abandonment and increasing add-to-cart actions
- The design of the upper part of the product pages was cluttered and unappealing, on both desktop and mobile. That area held all the most critical product information and the add-to-cart button.
- The add-to-cart button sat very low on the page, and the key information was unclear
- The product pages carried a lot of informational chaos, which hurt the user experience.
The solution
To solve these problems, we decided to design and A/B test a new design for the upper part of the product page, concentrating on clarity, functionality and appearance. Our work centered above all on reorganizing the information and presenting it better, so the data that matters most to users is noticed quickly while less important material doesn’t pull attention away. A key change was also moving the CTA button higher on the page and making it larger, so it’s more visible and easier to reach. On top of that we improved the differentiators section, making it clearer and giving it more compelling value propositions.
Hypothesis
Redesigning the product pages will make the design clearer and cut friction, which will translate into more purchases.
Validation – A/B test
To verify the hypothesis and check whether the new design really does lift conversion, we ran an A/B test. We calculated the required sample size, designed a wireframe of the new product page from the research data, and then our developer built and launched the test.
Once we’d reached the minimum sample size and the test duration agreed in advance, we moved to analyzing the results.
Version A. Original
Version B. Redesign
The result
Roughly 38,000 PLN (~$9.5K) in additional revenue per month
- A 6.03% increase in transactions
- A 13.62% increase in add-to-cart actions
- Statistically significant result
Purchases:
Add-to-carts:
The product page redesign produced estimated sales growth of roughly 38,000 PLN (~$9.5K) a month.
How did we calculate that? We multiplied the client store’s average monthly transaction count by the conversion lift of the test version. Then we multiplied the total by average order value.
It’s also worth “trimming” the estimate somewhat, to reduce possible overestimation, account for shifting market conditions and user behavior, allow for variance and statistical error, and factor in long-term durability.
To sum up: the A/B test gave us strong evidence that redesigning the product page significantly lifts conversion.
In the next step we shipped the new product page design to the client’s store.
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