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CRO Experiment Idea for Tillys - Cro Metrics

Tillys is a leading retailer of casual clothing, footwear and accessories. The company focuses on providing its products to a market that wants to live an active and social lifestyle. To further that mission, Tillys provides easy access to iconic brands such as Adidas, Obey and Timex.

While Tillys’ desktop shopping experience is solid, the mobile experience may be causing costly customer friction. Could this friction deter shoppers from tapping or clicking “Add to Cart”? We could test that.

The Problem: Additional Product Images Are Hidden From View on Mobile

Imagery is one of the most important aspects of a retail e-commerce experience. It eases the purchasing decision for shoppers who want to visualize how the product can be used in their own lives. Because of this, images are some of the most interacted with elements on product pages.

On Tillys’ mobile product detail pages, only one image is showcased that functions as a carousel. Although shoppers can see more images if they swipe, there isn’t an obvious indicator that more photos are available to view.

Unfortunately, this can cause shoppers to experience friction while searching for more images. Or, they may miss the additional images altogether as they gather information to make a purchasing decision. 

The Control

CRO Experiment Idea for Tillys - Control - Cro Metrics
The control experience doesn’t feature image thumbnails below the main product image.

Our Hypothesis: Easier Access to Imagery Will Decrease Friction & Increase Add to Carts

Studies conducted by the Baymard Institute show the importance of displaying product thumbnails on product detail pages for enhanced usability. In one study, mobile visitors knew they needed to swipe to view more images, but thumbnails made it easier for shoppers to navigate to the specific image they wanted to view.

The Potential Fix: Add Product Thumbnails to Mobile Product Detail Pages

By adding product thumbnails, Tillys would expose shoppers to more imagery that would allow them to quickly browse. We hypothesize that this would enhance the overall user experience, decrease swipe friction and increase add to carts for the company.

The Variation

CRO Experiment Idea for Tillys - Variation - Cro Metrics
Product image thumbnails have the potential to increase revenue per visitor.

As you can see in the variation, we would simply add thumbnails underneath the main product image. Shoppers could then tap to see a larger image or simply scan through the images from the detail page.

What Can Cro Metrics Test for You?

Every element on your mobile app or browser should be tested for the best customer experience. Friction is something your business can’t afford. To learn more about our experimentation programs, send our team a message.