Appliances Online has been making some improvements to its product pages recently, and has let me in on the process and the results, which includes a 9.5% jump in sales.
With the help of videos showing users interacting with the product pages, the retailer was able to both identify improvements, and check that they had the desired effect.
This is a lot of video, and meant a lot of work identifying potential improvements, but it did give the retailer a broad range of opinion to inform decision making.
According to Matthew Lawson, Head of conversion at Appliances Online:
I introduced user- centered design, but I had to get the business bought into it. So I did this by buying 125 videos from WhatUsersDo, where you set a task for a customer to go away onto your site and try and make a purchase.
This gave us 250 hours of footage, which was too much content to watch through. So I used crowd sourcing... We gave five videos to each senior manager including the CEO and this gave us insight into what we needed to change from our proposition, the size of the images to where we put the buy button and it actually gave our customers a voice which went directly to the managers.
The company used the videos in conjunction with other tools, such as Click Tale, which provided heatmaps showing which elements of product pages users were interacting with the most.
Thanks to this insight, Appliances Online uncovered several issues with its product pages. For example, 70% said that pages were too busy, 17% said service information needed to be clearer, while 13% thought the video experience could be improved.
Changes made to product pages
The buy button
Clear calls to action are important, and factors such as size, colour, and context on the page can make them more or less visible.
In this case, the buy button was easily lost in the background of the page, as this tester explains.
The “banners' were eliminated by combining the messages into the copy on the page, and the buy button was moved above the fold.
The colour was also changed, and the new green button now stands out more, while the text 'add to basket' is more descriptive.
The user experience when attempting to view a product review was another factor that could be improved.
The videos open in a pop-up screen and take too long to load, something which understandably annoyed this tester:
The solution was to embed the video into the product pages, which was less interruptive, while consumers can also scan up and down the page looking at reviews and product specs, and the video stays still. A nice touch.
The auto-generated standard manufacturer product descriptions were unsatisfactory, and failed to really sell the features of products, as this user shows:
To solve this problem, the retailer now uses creative copywriters to create unique product descriptions, setting out the USPs in a more human tone.
In addition, this unique copy is much better from an SEO perspective. If other online retailers are just using the same standard product descriptions, then Appliances Online can stand out in search results.
The changes clearly worked, and the stats proved it. Appliances Online increased its sales by 9.5%, while 37% more visitors viewed the product videos. As viewers of these videos are 57% more likely to add items to the basket, this was a big improvement.
In addition, the number of reviews left by customers increased by 11%, while there was a 33% reduction in calls about delivery, as the information was more clearly visible on the product page.
According to Online Development Consultant Nicole Prior, the process doesn't stop there:
User-centric design is a continual process. Now the journey has completed its first cycle, it’s time to re-test, re-design and re-optimise.
Post project user videos are vital. Not just to confirm the changes you’ve made were the right decisions, but also to test the journey has not been damaged and to kick start the next round of analysis.