Optimizing the product page for conversion

In 2015 and 2016 I worked as Head of User Experience for Smartbox group. Smartbox is the creator of the gift box concept. They sell experiential gifts such as wine tasting, car racing or a nights stay in a luxury hotel. The french company operates in 10 countries with 7 well-known brands, headquartered in Dublin.


Smartbox wanted to increase conversion from the product page to add to basket and reduce bounce rate from the page

Approach 

  • Defining the goals through stakeholder interviews and reviewing analytics 

  • Discovery of problem and solution through usability testing, user interviews, and internal interviews including  customer support.

  • Designing solution and Testing hypotheses

  • Measuring and learning

THE PROJECT RESULTS

After changes were introduced, we tracked results to identify if there was improvements. The following were achieved:

  • Reduction in incorrect orders

  • Plenty of interaction with the map and a reduction in complaints on lack of location info. 

  • While there was an increased interaction with the products content (activities) further user interviews revealed that that visitors to that page still have some confusion of what the product actually contained

  • Rating and reviews were included but didn't have the impact that the business hoped for. This was likely due to the poor quality of content (reviews were over a year old and only those that were 3 star and over were displayed)

  • USPs continued to be AB tested

Original product page

Redesigned product page