PDP Refresh - Pair Eyewear

Pair Eyewear

Product Page (PDP) refresh to decrease bounce rate + boost conversion.

Design

Rais Ahmed

Product

Engineering

Research

Rais Ahmed

Overview

Pair Eyewear is a customizable eyewear manufacturer that emphasizes creating an affordable, yet unique pair of glasses that everyone can proudly wear. This initiative focused on two primary objectives: decreasing bounce rate, while boosting conversion of users to further go through the funnel, and make a purchase.

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Research

1

Preliminary Research

Before we defined scope and design requirements, we did a round of preliminary research including a round of comp analysis against competitors in the space, as well as leading e-commerce brands to identify common patterns and best practices.

We also conducted a survey asking our users to identify existing pain points they had experienced while browsing on Pair's product page. We tested among two separate cohorts: the loyal user that has been with Pair for 2+ years, and newly adopted customers who recently had made a purchase.

2

Usability Testing

Since this page refresh was introducing multiple net-new components for our users, we wanted to conduct a round of usability tests to validate the designs we put together. We ran 2 separate unmoderated tests via UserTesting. Each test included 5 participants, with one group being existing Pair users, and the other group being users who have never interacted with Pair's website.

3

A/B Test

Once the designs were ready and built by engineering, we launched an A/B test to 50% of traffic on site. Because this was a page that experienced high traffic, this acted as a final round to validate the updated designs. (spoiler: the variant vastly outperformed the control)

Process

Kick-Off

Once preliminary research has been conducted, and insights have been shared out to the broader team, the official kick-off meeting takes place. Here, we include our lead PM, designer, and engineer to discuss the scope of the project at-hand.

We identified several areas of improvement to tackle a decreased bounce rate, while boosting conversion:

Updated Photo Carousel

Our previous image carousel was clunky, took up too much vertical screen real estate for mobile screens, and performed poorly.

Information Hierarchy

From our preliminary survey conducted, we identified that both our loyal users, along with guest visitors had a difficult time finding core pieces of information including frame shape, size, material, shipping detail, among others.

Recommended Products

We hypothesized that due the lack of recommended/similar products, users would bounce much earlier in their journey when it was avoidable.

Design Rounds + Tech Feasibility

Referring to the areas of improvement, the first round of design occurs. During this process, we conduct a check-in with the pod every other day to ensure that the features being designed are feasible for engineering, and in turn, don't create any added scope to the project/roadmap.

Usability Testing

Depending on the project at-hand, we discuss the need of running a usability test. In the case of the product page, because it was a larger refresh of the page, we decided to put it in front of our users (and non-users) to gather further insights before launching. Check out our insights report from the usability test we conducted for this initiative:

Outcome + Learnings

A Successful Refresh

Upon testing various solutions + features, we launched the refreshed PDP July 2023 resulting in a significant increase in conversion, average order value, and lifetime value for returning customers.

Future-Thinking Design

We designed components that would serve as modular pieces for rapid iterations. Any section on the page can be reorganized to test different metrics. Furthermore, we wanted to ensure that this page could be updated as a self-service interface for internal teams. The marketing team in the future would be easily able to customize visual elements on the page to flex and morph our product pages to best tell the story about Pair's products.

Impactful Metrics

This project focused on improving Conversation Rate, and the PDP refresh delivered a significant lift:

+19.1% increase for customers who engaged with the Swatch Component

+40.3% increase for customers who used the Edit Color Component

+19.7% increase for customers who utilized the Compare Component

Research

For this initiative, we conducted two separate rounds of research:

1

Preliminary Research

Before we defined scope and design requirements, we did a round of preliminary research including a round of comp analysis against competitors in the space, as well as leading e-commerce brands to identify common patterns and best practices.

We also conducted a survey asking our existing users to identify existing pain points they experienced while browsing on Pair's product page. We tested among two separate cohorts: the loyal user that has been with Pair for 2+ years, and newly adopted customers who recently had made a purchase.

2

Usability Testing

Since this page refresh was introducing multiple net-new components for our users, we wanted to conduct a round of usability tests to validate the designs we put together. We ran 2 separate unmoderated tests via UserTesting. Each test included 5 participants, with one group being existing Pair users, and the other group being users who have never interacted with Pair's website.

3

A/B Test

Once the designs were ready and built by engineering, we launched an A/B test to 50% of traffic on site. Because this was a page that experienced high traffic, this acted as a final round to validate the updated designs. (spoiler: the variant vastly outperformed the control)

Top Frame PDP

Accessories PDP

Gift Card PDP

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