Project Overview
Vertbaudet CH hired us to enhance their online e-commerce experience and improve their shop performance. Due to their dependency on research insights and roadmap changes from the parent company in France, Vertbaudet CH lacked leverage to prioritize meaningful change requests for the Swiss branch.
Through a comprehensive UX audit and continuous A/B testing, we achieved a significant increase in the number of add-to-carts and users reaching the payment section during checkout.
The Challenge
The development of changes at Vertbaudet CH are governed externally by France, which left the project with an extremely tight budget for the scope and number of changes to be made.
User pain points needed to be prioritized carefully, and new store features tested for their impact and efficiency, to ensure they meet the acceptance criteria for implementation by France.
Impact
Through initial usability testings and following A/B-Testings, I was able to significantly boost
user engagement on Vertbaudet.ch.
In e-commerce small changes can have a large impact and influence potential buyers decision making in purchasing a good or not.
With the addition of three for users important store features, I was able to lift number of users reaching the last payment section in the checkout by 7.48% and the number articles added in shopping carts by 3.11%.
Furthermore with the new changes, +23% of users added a product to their shopping cart.
The findings were framed in a way that facilitated discussions and highlighted actionable insights to help the Vertbaudet Swiss team to present results effectively to the product team in France.
The testings and changes were compelling enough to be directly implemented by the team in France
and quickly put live.
Check it out on Vertbaudet.ch
Process & Methodology
The CRO project was divided into three phases. Phase 1 began with a thorough evaluation through an analytical review and competitor analysis to identify pain points on vertbaudet.ch.
After a briefing on the initial insights and their prioritization in Phase 2, assumptions and hypotheses for improvement were tested through A/B testing in Phase 3.
The UX audit included:
Synthesis & insights
The results of the analysis were documented and prioritized with stakeholders on a Miro board. The RICE model was used for the prioritization of the insights. Here are some of the key findings:
Ideation
Due to technical limitations by the stakeholder, changes to checkout features were restricted to simple front-end modifications. Based on the insights gathered, I identified three key opportunity areas to address in our tests. I brainstormed potential solutions for these areas by focusing on primary 'how might we' questions.
The improved designs were showcased in high-fidelity wireframes, which served as templates for three A/B testings.
Test 1: Value Propositions on Product Page Overviews
Hypothesis 1: Adding the exact delivery time,
Hypothesis 2: Delivery cost, and
Hypothesis 3: "30 days return" value proposition on product page increases the number of "add to cart" actions and number of people reaching the payment section in checkout.
Test 2: Replacement of Add to Cart Button
Hypothesis 1: Replacing the "add to cart" button beneath size option on article page increases the number of "add to cart".
Hypothesis 2: Moving the "mark as favorite" heart button next to the "add to cart" button increases the number of articles marked as favorite.
Test 3: Value Propositions in Shopping Cart
Hypothesis 1: Adding the exact delivery time,
Hypothesis 2: Delivery cost, and
Hypothesis 3: Payment methods in the shopping cart overview increases the number of people reaching the payment section in checkout.
A/B-Testing & Key Findings
Over the course of 6 months, three A/B testing runs were conducted on the testing tool Kameleoon.
All three tests were run sequentially on most visited product categories.
Additionally, these categories were promoted on the homepage to further increase the number of daily visitors.
Test results 1: Value Propositions on Product Overview Page
As main effect:
• The addition of the delivery time led to a 4.52% increase in users reaching the payment section in checkout (96% reliability).
• And a 23.26% increase in users adding items to their carts per session (96% reliability).
Additionally:
The addition of delivery costs and a 30-day return policy led to a 4.83% decrease in number of users reaching the payment section in checkout with a 96% reliability.
Test results 2: Replacement of Add to Cart Button
As main effect:
• The fixation of the add-to-cart button led to a 3.11% increase in the number of “add-to-carts” (95% reliability)
Additionally:
The displacement of the "mark as favorite" button led to a 1.23% reduction in the number of articles marked as favorite with a 93% reliability.
Test results 3: Value Propositions in Shopping Cart
As main effect:
• The addition of available payment methods in the shopping cart led to a 2.96% increase in users reaching the payment section in checkout (99% reliability).
Additionally:
The addition of the delivery date in the checkout led to a 1.24% decrease in the number of people reaching the payment section in checkout with a 90% reliability.
Result
Based on gathered insights, I identified and communicated three key opportunity areas with positive outcomes:
• the addition of delivery time information,
• the fixation of the purchase button on product level,
• and the inclusion of payment methods at checkout.
These recommendations were proposed to the Vertbaudet product team in France and have subsequently been successfully implemented and put live on vertbaudet.ch.
• the addition of delivery time information,
• the fixation of the purchase button on product level,
• and the inclusion of payment methods at checkout.
These recommendations were proposed to the Vertbaudet product team in France and have subsequently been successfully implemented and put live on vertbaudet.ch.
