Slimming Down Content on Category Page Increased Sales by 106.26% [Case Study]
Muc-Off started in 1994 as a manufacturer of cleaning products for bikes. As of today, they deal in a large range of cleaning products for electronic goods, apparel and motor vehicles as well as a new range for fitness goods.
To improve the conversion rate of their website, they hired Spot Studio, an international digital agency focussed on developing web solutions that generate profits. Spot Studio did a number of tests that improved the conversion rates of various entities of their website.
In this case study we will talk about how Spot Studio increased the conversion rate of category page of Muc-Off’s online store.
For one of their A/B tests, Spot Studio decided to tweak the design of the category page. Their goal was to increase product views and maximise sales.
The original web design featured information about Muc-Off at the user’s eye level. The purpose of this was to make the user engage with their sub-menus which offered them a guide on using their products as well as links to buy them. The team at Spot Studio felt that this was causing incongruity in the user experience — visitors came there to purchase products, but having landed on the page they were finding information resources instead of a shop front.
This is how the original category page looked:
The hypothesis was simple. The team believed that by moving products above the fold, they could encourage users to buy. Employing strictly scientific statistical testing facilitated by VWO, they monitored user interaction with the original content as well as how users behaved once they had replaced the ‘above the fold’ content with eye-catching images of their products, complete with a slider.
Here’s how the modified design looked:
Keeping a close eye on how users interacted with the website by using heat maps and various analytic tools, they monitored where the user hovered, where they clicked and how far down the sales funnel they went.
Having rearranged the departments page, Muc-Off saw a dramatic increase in not only product views, but closed sales. Moving images of products above the fold increased product views by a total of 43.78% with a concurrent increase in sales by 106.26%.
Quoting Sebastian from SpotStudio, “We all know that user drop off from the home page is a big issue suffered by a lot of businesses, with the bounce rate also taken into consideration as a SERP. The key is to make sure that your users are engaged as a lead as soon as they land on your website, ensuring that those who are there to purchase are immediately directed towards a sale.
Utilizing striking imagery, which reinforced Muc-Off’s brand identity, was also a must. Just replacing the top of the page with products would have only alienated the user, thus creating incongruity in branding, which would in turn diminish trust. It’s that fine line between a push and a pull that we believe works so effectively in this case as we were not only selling a product, but a brand and a lifestyle.”
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