Clickvoyant and Oshen Salmon – Streamlining the Purchase Journey
Client Overview: Oshen Salmon is a prominent online retailer specializing in sushi-grade salmon, known for its commitment to environmental sustainability and exceptional food quality. Despite these strengths, the company faced challenges on its product detail pages that hindered its online sales.
Challenge: Oshen Salmon’s need to highlight its environmental and food-grade standards resulted in a cluttered product detail page, which confused customers and obscured the Add-to-Cart button, leading to below-average cart-to-detail conversion rates.
Objective: The main goal was to enhance the user interface to facilitate a smoother shopping experience, thereby increasing the Add-to-Cart conversion rates and overall revenue.
Solution: Clickvoyant identified that the clutter around the Add-to-Cart button was a major deterrent for potential buyers. To address this, Clickvoyant’s strategy focused on optimizing the placement of informational badges to streamline the purchase pathway.
Implementation Details:
- UI Adjustment: The badges displaying environmental and food-grade information were moved below the Add-to-Cart button to reduce visual clutter and focus user attention on the purchase action.
- A/B Testing: Implemented an A/B test to evaluate the effectiveness of the new layout:
- Variant A: Featured the badge bar below the Add-to-Cart button.
- Variant B: Maintained the original design for control purposes.
Results:
- Increased Cart Additions: Variant A drove a 31% increase in Add-to-Cart conversion rates, significantly outperforming the original layout.
- Promising Purchase Conversions: While the change did not reach statistical significance in overall purchase conversions, there was a promising 15% lift, with an 80% probability of outperforming the original setup.
- Revenue and ROI: This strategic change translated into a modeled revenue lift of 30.1% and a fantastic 9x return on investment from the initial improvements.
The adjustments to the product detail pages significantly enhanced the user experience by clearly guiding customers towards the purchase decision. This case study underscores Clickvoyant’s expertise in leveraging UI/UX optimizations to drive tangible improvements in e-commerce metrics.
