Project Overview

As a part of ongoing user experience optimizations focused on improved conversion rates, we partnered with the Windsor brand team to research, evaluate, test, design and implement a new product page experience.

Starting with market and heuristic research, we developed wireframes incorporating key features (current and proposed) followed by detailed prototypes showing both the desktop and mobile display optimizations across several product types to ensure cohesiveness, efficacy and completeness for product data display.

We followed the design task with both usability testing by sample customers, as well as A/B testing the design and display of key conversion elements on the page – price, buttons, offer messaging, stock messaging and cross-sells.

Overall, we secured an increase for core KPIs for Windsor, including a 10.3% increase in cart additions and a 4.5% increase in overall conversions.

Improve Conversion Element visibilty

With a focus on the mobile experience, Windsor had structural template issues that prevented several key conversion decision elements in challenging placements that were difficult for users to find. We helped to improve the location and overall visual flow of the page with a focus on ensuring an easy decision moment for the user.

Creatively Avail local inventory

While a true pickup purchase solution is still a desire for this business, we capitalized on robust inventory management to present product stock statuses at local-to-the-user Windsor stores via IP detection or manual-entry location entry field.