Case study.
MYXfitness
improving e-commerce purchase funnel.
Optimizing product detail pages to increase fitness bike purchase orders.
Background.
My Role
I was brought in as Growth Design Lead to focus on improving purchase flow conversion while building capabilities within the team. Throughout the purchase optimization project, I worked to improve tools, instrumentation and processes. I also worked to democratize our techniques by sharing them with teams like marketing and CRM teams.
Responsibilities
Research, Competitive Analysis, User Survey, Design, Prototype, Test
Duration
4 weeks (Oct. 2021)
Team
Product Manager,
Shopify Front-end Developer
Platform
Web
About.
Background.
Redefining home fitness
MYXfitness bike and Beachbody On Demand Interactive™ (BODi) subscription give you access to hundreds of studio classes, at every fitness level, led by world-class instructors.
Key problem.
There's a 67% of users who drop off in the purchase flow.
This happens when users land on product detail pages. The hypothesis is that the current PDP configuration is complicated and confusing.
We are trying to solve the way the information is structured and presented on the Product pages. The idea is for user to easily navigate through product details and add products to the cart, more streamlined user experience through the page.
The goal.
A/B test ideas to improve purchase funnel conversions.
Hypothesis:
Conversion will increase if we optimize and test the product detail pages to make them more robust and scalable along with a much cleaner modern UI/UX design.
Success Metrics.
Increase:
-
Overall page visits
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Avg time spent on the product page
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Number of users who leave without doing anything on page
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Click Add to Cart
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Click on Marketing tiles or Related Products
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Changes in the page’s bounce rate
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AB Test
Testing optimization process.
Audit.
There were several visual issues with the product configuration page including excessive use of white space, and various CTAs. We learned about 21% of customers were hitting a lot of errors on this page which was preventing them from continuing to cart or checkout.
Competitive analysis
During my competitive research I discovered two types of funnels:
• Product Configuration Step Flows.
• Add-on upgrades on PDP.
Design
Early Wires
By sketching out the vision, I could play forward what the complete whole could look like while not investing too much time into the specifics before we were able to run experiments.
Some of the key value aspects of this flow includes:
-
Fixing broken configuration steps
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Showing more visual for product add-ons
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Clear shipping and delivery timeframe
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Remove excess padding
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Express checkout
Experimentation
Optimize PDP
Hypothesis:
If we remove the “Shop” cta (on header)to reduce friction and consolidate information on the page (remove white space), we can improve the number of users continuing into the funnel and increase overall CVR.
-
Simplify configuration items to make it easy for users to identify and visualize what they need.
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Empower users to quickly make choices with simple selections.
Winner:
Variation A: +33% CVR
Configuration step flow
Hypothesis:
If we remove product complexity on PDP we can improve the number of users continuing into the funnel and increase overall CVR.
-
Default to MYX II (no tabs).
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MYX II PLUS appears as an upgrade on step flow.
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Basic product configuration appears on PDP.
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CTA moves above the fold to help CTR.
Winner:
Variation A: +27% CVR
The results.
We were successful in optimizing the product detail page with 50% more people proceeding to checkout.
What we learned.
Test as often and move quickly to optimize other parts of the product.
-
Simple improvements to design can help increase CTR and CVR %.
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Gain an understanding of what’s causing abandonment
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Improve experiment process and infrastructure.
