Product List Enhancements
thenorthface.co.uk
CXO testing, PLP, product landing pages, multi variant testing, e-commerce
In e-commerce, product list pages play an important role in the success of a site. Users expect to be presented with product options with enough information that supports their shopping process. Here we take a look at enhancing these.
Brief & Test
For this project, the client wanted an overview over which imagery the customers engage more with and should subsequently be used for their listing pages in hope to increase sales. Furthermore the client wished to redesign their information beneath the product imagery.
The test was divided in two parts, one to establish which kind of imagery has the most success in engaging the customer and the second - enhancing the PLP.
Test 1 - Imagery
Test 1 was to establish what kind imagery has the most success in engaging the customer regarding model photography, product photography or designed content headers with both imagery and guiding copy.
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The design work consisted of creating 4 mobile prototypes, the control page (the current design), version 1 - model photography, version 2 - product photography and version 3 - content headers.
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For a better experience, I recommend viewing the prototypes in Invision by clicking the button below.
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Test 2 - PLP Enhancements
Test 2 was to enhance the PLP. The PLP consists of a category banner, seo copy, filtering, product imagery and product information. The product imagery had to remain the same dimensions as this was largely set by the studio.
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To create the enhancements, a few goals were set:
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See if content can be reduced in size to lift products further up the page, and thus give the consumer a view of more products in the "above the fold-zone".
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Give more information to the consumer and hopefully aid their purchase.
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5 prototypes for both desktop and mobile was created:
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The control page - current design.
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Redesigned with circular colour information, smaller product name, information, reviews and price.
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Similar to version 2, but with collapsible colour information and added words of product information such as lightweight or good for hiking.
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Remaking the category banner into a PLP to lift the page further up.
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Introducing "Hero imagery." Allowing one product to stand out and create a more dynamic looking page.
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For a better experience, I recommend viewing the prototypes in Invision by clicking the button below.
Results
Unfortunately I cannot share you the results, however I did share you my design thinking and prototypes and hopefully this is enough for you. If it isn't, the next project will give you results!
