A hygiene & wellness brand, wanted to unlock their potential to increase the amount of sales they made through their DTC online store.
Being a leader in their space, this brand began expanding their product offering and starting selling product line extensions to make it more of a “one-stop-shop” for quality hygiene products.
I was brought on to conduct user research to instruct the types of designs their team would create and lead an A/B Testing program for assessing the level of impact of those designs.
01 | One of the biggest pain points for our client was poor product ratings and reviews left on the line extension products.
02 | Their sales page was facing a decline in product views, especially for those products with poor reviews.
Product Analysis
- 65% of product reviews had a 3-star rating or less
- Sales were declining MoM since last year
- Line extension products saw the highest rate of decline in revenue
- Customer complaints in the product reviews section were namely regarding recent product formula changes (see image on the right)
I don’t know why they changed the formula, I used the last one forever. New one feels and smells cheap. I won’t be purchasing again. – DP
A/B Testing
Hypothesis
Setup
Control: Product reviews & star ratings shown across product cards & product pages.
Variation: Hide all product reviews & star ratings from product cards & product pages.
Results
Over the course of a few days, sales had drastically increased! Due to these findings, the client took additional measures to investigate ways to encourage higher product ratings and to review their product formulas as well.
01 | Conversion rate increased by 11% and was stat sig, showing more users were purchasing.
02 | Churn rate was flat, showing we did not lose any repeat customers.
03 | Estimated annual revenue increase ~$750K or more.
As of this day, product reviews and star ratings remain hidden from view across the site.
Before
After
Following the results of the test, the company executives went back to the drawing board to reassess the product formula changes and how to address current and future product reviews.
Supporting their company with this big win, helped them to realize how sensitive their customers to scents and skin reactions to products.
