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Cases

Exposing the search bar on mobile

Results 32% increase in searches on mobile 51% increase in searches on tablet This also led to an increase in actual sales. Learnings For an … Continued

All · Navigation · Clarity (design) · Usability
www.matalan.co.uk · E-Commerce, Fashion
+32%
searches
Case analysis
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Changing the account page header from ‘Don’t have an account?’ to ‘New customer’

Changing title from ‘Dell Account Sign In | Don’t have an account’ to ‘Returning Dell Customer | New Customer’ increases sign in conversion by 3% with -4% guest checkouts.

Signup · Headline · Clarity (copy)
www.dell.com · E-Commerce, Electronics
+3%
signup
Case analysis
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Changing pagination to infinite scrolling on the listing page

  “We thought that it was obvious that more items, faster was a better experience. There is a lot of web lore out there to … Continued

Search results page · search · Clarity
www.etsy.com · E-Commerce
-22%
purchases
Case analysis
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Changing a review logo in the header with score 8.5 to another with score 9.5

Results To validate the hypothesis 3 variations were tested: Control A: no reviews in the header Variation B: Both ‘Thuiswinkel Waarborg’ and ‘Webwinkelkeur’ with average … Continued

All · Symbols / Icons · Trust
· E-Commerce, Electronics
8%
orders
Case analysis
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Results sorting by ‘Best result’ or ‘lowest price’

Changing the default sort option from ‘Best result’ to ‘Lowest price’ increases conversion with 6.7%. A bit surprisingly the revenue per visit also increased with 15%.

Category · Selection · Relevancy
www.dell.com · E-Commerce, Electronics · English
+7%
transactions
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Adding USP bar below main navigation on mobile

All · USP · Anxiety · Motivation
· E-Commerce, Electronics · English
+22%
transactions
Case analysis
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Changing the hamburger icon to the word ‘menu’ in the mobile navigation

Michel Ferreira – designer at booking.com – was wondering “Are we wrong, and is everyone else right? Is this hurting our users? Do people actually … Continued

All · Navigation · Clarity (copy)
www.booking.com · E-Commerce, Travel
Insignificant
clicks
Case analysis
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Making the mobile top navigation sticky

Results This resulted in an increase in total interactions, with 10% more interactions with the navigation and 5% more checkout starts. Learnings As mobile pages … Continued

All · Navigation · Ease of use · Usability
www.matalan.co.uk · Consumer goods, E-Commerce
+5%
checkouts
Case analysis
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Changing the visability of the leadbox

Results The number of signups increased by 50%. Learnings This test shows the importance of drawing attention to your main content / call to action. … Continued

Home · Layout · Color contrast
www.monito.com · Digital products, E-Commerce
50%
revenue
Case analysis
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Changing the color of the number of cart items

Research Fonq implemented heatmaps and click event tracking. They found out that most visitors were clicking the shopping cart icon (a red notification indicating the … Continued

Checkout · Symbols / Icons · Mobile
www.fonq.nl · Consumer goods, E-Commerce
+2.1%
orders
Case analysis
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