Case Study
Case Study: Manhattan Fruitier
Industry: eCommerce
Elements: Customer Reviews, Call to Action
Goal: Increase the eCommerce Sales by supporting new customers and researchers, decreasing the
bounce rate
Manhattan Fruitier, a NY based company which delivers customized fruit and gourmet baskets nationwide.
They were facing problem of continuous higher exit rate on product description page which they wanted to
be fixed immediately because of upcoming winter season. Also parallel with that, they wanted to build trust
and measurable difference in eCommerce sales.
After going through brainstorming and research sessions, we decided to follow some useful rules from
Nielson Norman group written in their website eCommerce section. Addition of customer reviews widget in
product description page will support buying decision and build trust. Express power reviews widget added
against each product description page because it’s well known for its quality in terms of product relevance.
We decided to place this reviews widget on two different places of product description page for testing. First
option contained this review widget after the product description and in second option close to CTA.
Apart from this there should be clearly visible CTA.It should be there for actions which seemed flat to many
stakeholders. So we decided to explore more CTA (ADD TO CART) visual options to enhance its visibility on
the product description page. We came up with three options with in our branding colors and style limits to
test which one will perform better.
2 (variations of customer reviews widgets) x 3 (variations of CTA) = 6
Original versions
Here is the screen shot of original product page.
Multivariate testing
Heading into right direction, we always relies on the users and data analysis because it’s all about them. We
tested these 6 variations for two weeks on traffic coming from different platforms. Variation wise results are
below.
Variation A
Conversion Rate Optimization
+9%
Bounce Rate
-6%
Variation B
Conversion Rate Optimization
+17%
Bounce Rate
-8%
Variation C
Conversion Rate Optimization
+7%
Bounce Rate
-2%
Variation D
Conversion Rate Optimization
+14%
Bounce Rate
-16%
Variation E
Conversion Rate Optimization
+41%
Bounce Rate
-34%
Variation F
Conversion Rate Optimization
+12%
Bounce Rate
-10%
Winner page
Variation E was the clear winner and it was the compelling combination of visible CTA and reviews widgets
close to product heading and price. That combination created great user experience for users. This top to
bottom intuitive eye tracking pattern on product description page outperformed and resulted in higher sales.
Monthly orders increased by 41% and 78% orders on special occasions.
Average monthly orders of Manhattan fruitier sales increased from 2500 to 3500+ and about 4500 on special
occasions.
Home page
we have been into following latest UX trends/tactics and practices to deliver good user experience for this
brand. CEO (Jehv Gold) video message on home page describes the company and effective process they
follow, also displaying banners occasionally, PPC campaigns testing, headlines testing, CTA testing and
element pattren testing helped us in achieving more leads, brand loyalty and off course more eCommerce
sales.
Case Study: eFurnitureMart
Industry: eCommerce
Elements: Offer (Seen it for less?)
Goal: Increase the sales by implementing product differentiation and gaining competitive advantages
efurnitureMart is a leader in providing furniture and home decor products. They have been constantly
improving their services for customer and achieved higher graph of success by on-going usability testing and
marketing. Because of many companies are out there providing services in the same domain, they wanted to
apply product differentiation to gain completive advantages.
We were thrilled to implement a popular feature of “Seen it for less?” for eFurnitureMart, Customer can
report lesser price to onsite sales representative, i.e. If any other store in US (e.g. BestBuy, Walmart) offers a
lesser price for same product , then the customer may get the that product on reported price. Decision was
made in the favor of implementing “Seen it for less? “For online customers with the intention of gaining more
user satisfaction, competitive advantage and to influence users decisions which will make more conversions.
Original product page
Variation A
Hyperlink with caption “Seen it for less?” placed on the right side of the product price on each product page.
On click a conditional form (suggesting better price) appears as popup on left side of the desktop browser for
better visibility.
A/B Testing
We tested version A against the original version for 2000 users coming from social media and email
marketing. Version A helped us in achieving our target sales by 47% and gaining the competitive edge.