How important is the grid layout of product listing pages for DTC ecommerce brands? Can one change to the “content breakers” on the page produce a meaningful lift in transactions and revenue? The answer might surprise you.
Watch this episode of The Cro Show, a game show for conversion rate optimization and marketing experimentation fans, and see if you can guess which test variation performed better during a recent Cro Metrics client experiment.
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Full Transcript:
Bonnie Buchanan: Hi, everybody. Today we’re reviewing a test for a fashion apparel accessories company. More on the luxury side.
And our test is specifically targeting the content breakers within the grid or the [product listing] pages.
And so our hypothesis is that using like a smaller what we call like a 2×1 grid content on throughout the grid pages, will essentially let browser… let users have an easier time browsing the page and increase engagement and purchase here.
And so this was control. So as you’re, I kind of wanted to make it like full screen here so you could really compare the experiences.
So control, you’re scrolling and then every every few rows, in this case, it was the first first two rows of products you see like this huge content breaker.
And then you would keep scrolling.
And I think the next one fell after like three rows of products.
And then in this, in the V1, the 2×1 content breaker is kind of just what it’s called, it takes up two product tiles. And this was a desktop as well as mobile test.
Cristi Alvarez: Did this run on like all of the collections pages, or only specific collections pages?
Bonnie Buchanan: So, yes, it for this test, we ran it only on this, on this sandals grid, which got a lot of traffic.
And we did, we did run the same test on another grid page as well.
But yeah, for the sake of success we’re just reviewing this one.
Cristi Alvarez: I’m assuming the main KPI here is looking at like final transactions, like getting more people to transact.
Bonnie Buchanan: Yeah. So we we monitored products click through as well as – Yeah. Add to cart and transactions and revenue.
Cristi Alvarez: Any thoughts on this one? Anyone have any guesses as to which one they think won and why?
Emily Schreiber: I think it definitely reduces a lot of friction on mobile, so I would be surprised if that didn’t perform well.
Jennifer Lindsay: Yeah, I’m going to agree with that as well. I mean, I think I do 95% of my shopping at 10 o’clock at night on my phone for clothes and shoes and other things that I probably don’t really need. So, yeah, I’m totally, totally aligned there.
Cristi Alvarez: Yeah. I think I’m also going to have to choose V1 on this one just ’cause I think user experience wise it just helps kind of break up the page a little better. I can see more product and kind of browse more of that.
Personally, I don’t care as much about the like inspirational imagery throughout the grid, but obviously every person’s different.
Cool, let’s go ahead and cast our votes. So thumbs up if you think V1 won, thumbs down if you think the control won. In between, if you think it’s flat.
Bonnie Buchanan: Alright, so – Big winner. So, yeah, so transactions had almost a 10 % lift with full stat sig, and revenue almost a 7% lift with 66 % stat sig.
So we did also run this on like a handbag page, and it won there as well.
And the clients will be rolling it out to the other grid pages.
Cristi Alvarez: That’s awesome. What a big win.
Jennifer Lindsay: I’m not sure if folks noticed either, but this test looked like it only ran for 10 days, and you reach stat sig. That’s really that’s fantastic.
Bonnie Buchanan: Yeah. Lots of traffic.
Cristi Alvarez: Yeah, it’s great.
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