The Challenge: Shoppers Not Converting to Buyers
Mamabrum, a well-known ecommerce retailer that sells wooden toys and baby care products from Warsaw, Poland, had a problem.
Despite their carefully curated product offerings and good traffic, their visitors weren’t converting as expected. They browsed through the store’s products but often left without making a purchase.
Digispot, a CRO agency, was brought in. They conducted qualitative and quantitative research through Google Analytics analysis, expert reviews, and customer support interviews.
They looked for conversion bottlenecks in the store. What drove users to convert, and what stopped them from converting?
Here’s what they found:
- Product card was a significant cause of the visitor drop-off, indicating a great potential for product page optimization
- The product page, being unclear and not easy to understand, was affecting the brand’s credibility. It needed a simplified, more attractive, and clearer design.
- The information on the product card was duplicated, causing ‘information chaos.’
These led to the hypothesis that:
If the product page is designed to improve the clarity of the product and the credibility of Mamabrum, then the conversions will increase since web visitors will find it easy to access the essential information they need to convert without being overwhelmed.
The Test: The Simpler the Product Page, the Better
The main focus was optimizing Mamabrum’s product pages to remove friction and encourage add-to-carts and purchases.
The Control
This was the original Mamabrum product pages without any changes. It ran alongside the treatment for 5 weeks to achieve sample size.
The Treatment
It was redesigned according to the hypothesis and served to visitors for 5 weeks alongside the control.
The test was launched in Convert Experiences. It ran for both desktop and mobile users from all traffic sources, split 50/50 between the control and variant.
Here are the test stats:
| Testing Parameter | Value |
| Number of Variants | 1% |
| Statistical Significance Threshold | 0.1 |
| Power | 80% |
| Minimum Detectable Effect (MDE) | 5.65% |
| Original Sample Size Determined | 148,436 |
| Actual Number of Visitors Who Saw the Test | 148,710 |
| Traffic Split | 50/50 |
The Result
| Metric | Pre-Test | Post-Test | Improvement |
| Revenue Conversion Rate | 3.63% | 3.85% | +6.03% |
| Add to Cart Rate | – | – | +11.64% |
| Estimated Increase in Monthly Revenue | – | – | +38,656.26 PLN |
Learnings from this Winning Test
The success of this test shows how improving an online store’s product page performance by simplifying clarity and ease of navigation translates into tangible revenue improvement.
Here’s what you can learn from Digispot’s work:
- Manage the real estate on product pages in a way that keeps things clean: Keeping product pages clean and organized with vertically collapsed sections helps users quickly find key details without being overwhelmed. Expandable sections with clear titles then allow users to quickly access essential information like shipping, returns, and product specifications.
- Add multiple high-quality product images from various angles: People can’t hold your product in their hands, yet. All they have to go by are the pictures on the product page. To set accurate expectations, make them high-quality images and ensure each product has at least 3 to 5 images from various angles and contexts.
- Ensure the ‘Add to Cart’ button is prominent: Remember that the primary call-to-action should stand out. On the product page, that’s the “add to cart” button. Display it prominently, using a unique color that contrasts with other elements on the page to guide shoppers toward the goal.
- Simplify return and shipping information: Clearly display return policies and shipping information near the “Add to Cart” button. This is one of the essential information most shoppers want to see to feel relaxed about giving you their money. This transparency builds trust and reduces cart abandonment.
- Provide comprehensive product specs: For technical products, organize specifications into scannable sections with explanations for technical terms. This helps your shoppers find the necessary information without feeling overwhelmed.
- User reviews, user reviews, user reviews: User reviews will do more for your product page than the product description. Make sure you display them clearly with a rating distribution chart at the top for quick sentiment analysis. Simplify the review submission process and respond to negative feedback to show that customer opinions are valued.
Digispot is a Polish CRO agency that helps transform online visitors into loyal customers. They excel in designing, A/B testing, and optimizing ecommerce websites to drive substantial revenue growth.
At Convert, we’re on a mission to create meaningful, sustainable experiences for today’s users and future generations. As the only Climate Neutral Certified A/B testing platform, we’re proud to offer a robust, affordable, and feature-rich platform that’s been an industry favorite for over a decade. But we’re not just about optimization for profit. With a Conscious Business approach, we’re dedicated to making a real difference and driving positive change within the CRO space and the world.