Original Observations
XCJ had a business initiative to launch more products and increase exposure to their new product lines. It was observed that several sections on the homepage did not receive much engagement and could be contributing to unnecessary cognitive load.
70% of users were beginning their journey on this client’s homepage. Menu & the top 2 CTAs received strong engagement; 50% of people dropped off before reaching the “featured products” sections. Their main CTA was sending traffic to their PDP.
Our Strategy
- Rearrange homepage section to improve engagement and understand ideal content flow
- Test sending traffic to their collection page instead of PDP to increase exposure to new product lines
- Optimize product listing section to make more mobile-friendly (carousel instead of stacked)
- Work through redesigning each section, starting with the most impactful
- Increase brand trust by adding elements like USP icons
Results
In less than 5 months (while testing on other sections of the site as well), we completely redesigned the homepage including restructuring their main funnel, adding impactful new elements, and uncovering critical user learnings.
Most impactful tests:
- ATF Design & CTA
- Product Carousel Section
- USP Banner
Key Learnings for the Homepage:
Customers are most interested in getting to the products faster, not much exploration happening on the homepage
Users coming to the homepage are interested in learning more about the products and willing to explore and purchase additional product lines when presented
Images and copy should play into the experience of eating (lifestyle image ATF, copy "pick your flavor")
Homepage Test 1
Test Description:
Rearranged content below the fold to find optimal page flow for current homepage content and to collect data around user behavior.
We saw on the heatmap that the section immediately under the hero was receiving very little engagement, by removing this section and replacing it with products we got users shopping faster and removed unnecessary clutter.
Tested 4 Variants.
Test Results:
Moving Up the Products under the hero won.
CVR: 4.59% => 4.95% (93% confidence)
Homepage Test 1
Test Description:
Rearranged content below the fold to find optimal page flow for current homepage content and to collect data around user behavior.
We saw on the heatmap that the section immediately under the hero was receiving very little engagement, by removing this section and replacing it with products we got users shopping faster and removed unnecessary clutter.
Tested 4 Variants.
Test Results:
Moving Up the Products under the hero won.
CVR: 4.59% => 4.95% (93% confidence)
Homepage Test 1
Test Description:
Rearranged content below the fold to find optimal page flow for current homepage content and to collect data around user behavior.
We saw on the heatmap that the section immediately under the hero was receiving very little engagement, by removing this section and replacing it with products we got users shopping faster and removed unnecessary clutter.
Tested 4 Variants.
Test Results:
Moving Up the Products under the hero won.
CVR: 4.59% => 4.95% (93% confidence)
Homepage Test 1
Test Description:
Rearranged content below the fold to find optimal page flow for current homepage content and to collect data around user behavior.
We saw on the heatmap that the section immediately under the hero was receiving very little engagement, by removing this section and replacing it with products we got users shopping faster and removed unnecessary clutter.
Tested 4 Variants.
Test Results:
Moving Up the Products under the hero won.
CVR: 4.59% => 4.95% (93% confidence)
