In May we announced that we’re working with fragrance and cosmetic specialists, Fragrance Direct, to optimise performance across their website. If you missed it, here’s our blog about the project.
Now we’re five months into the optimisation, we want to share a little more of the nitty gritty. In order to demonstrate the importance of optimisation, in this blog, we take a step-by-step look at one change we made and the results we’ve seen. Hopefully, it’ll give you some food for thought.
Our User Experience Director, Chris Jones, is a UX whizz-kid. He has over 20 years design experience and he’s written and contributed to numerous talks, reports and white papers on best practice so he really knows his stuff. When he looked at the Fragrance Direct website, with a view to smoothing out the UX, one of the first things he spotted was the number of different prices surrounding each product.
There was three prices: recommended retail price, customer saving and the actual price. Now all these prices have a role to play. We’ve seen on another client’s website that showing the customer their saving can significantly increase sales. But on this occasion having three prices immediately struck Chris as potentially a little overwhelming. We say 'potentially' because you never know until you test. Something that works on one retailer’s website may not work on another’s, even if they have a similar offering.
Another sticking point with the three prices was that they took up a lot of real estate on the page, at the expense of other vital pieces of information. For example, it wasn’t clear to the customer that they could view an individual product page by clicking on the image. So the customer didn’t necessarily know they could get further information including reviews, delivery options and accompanying product suggestions.
So after looking at analytics and running in-depth workshops looking at how customers shop on the Fragrance Direct website, Chris recommended a test to remove the savings price and replace it with “more info” text, linking to the product page. With the new design complete, we ran a test with our testing partners Optimizely.
*Warning* you have to test. It’s important to consider the potential impact of any change carefully before you implement it. Make sure you test and test safely. Keep test numbers safe enough to cope with a drop in sales but significant enough to get reliable and actionable results and do your homework before you test so you understand what is likely to happen.
These changes were tested with over 350,000 users. 75% received the original page and 25% saw the new page.
The results? There was a 5.3% uplift on the new page which means a 4% uplift in revenue from customers who viewed the new list page. When you consider that Christmas is just around the corner, and the daily sales numbers around those peak trading days, 4% is a big number.
Why are we sharing? We think it’s vital that everyone considers the ongoing tweaks they can make to their website and we hope this example from Fragrance Direct will encourage you to think about what could be done on your site.