ADT E-commerce PDP Optimization
Business Problem
After observing fallout in the ADT e-commerce conversion funnel, my team was tasked with improving the conversion rate from the Product Detail Pages (PDP) to the Cart. I, along with the UX designers and researchers on my team, gathered insights that led to multiple opportunities for improvement. I developed a strategic vision to accomplish the goal that included improving the merchandising of our products and developing robust storytelling that highlighted ADT features, benefits, and unique selling propositions.
Role
Director of Product Design
Led the strategic vision of the project
Oversaw UX and UI team and owned communication with the executive team
Approach
I used behavioral analytics from funnel analysis in Fullstory that showed that certain product detail content elements were getting low engagement from users, however those who did engage with those elements converted at much higher rates.
Through moderated, and unmoderated user testing sessions I directed the team to conduct, we confirmed that additional explanatory product details and illustration of benefits would help customers make informed purchase decisions that would give them confidence in the products, and their related services.
I also instructed my team to conduct heuristic assessments of competitor websites and perform research on industry best practices to reveal potential strategies and tactics that would help us accomplish our goals.
My team and I identified three key areas for improvement on the PDP:
Create attractive and informative package image carousels
Highlight the ADT advantage (unique selling proposition)
Robust product detail drawers highlighting components of each package, along with their key features and benefits
Behavioral analytics from Fullstory indicating an opportunity to improve conversion rate
Outcomes & Impact
Qualitative user testing data confirmed that new enhancements to the PDP drastically improved UX and positively affected purchase decision-making.
The new PDP layout was launched in the Spring of 2022, over several development sprints.
The PDP overhaul contributed to a YoY increase in E-commerce sales of 400%.
Behavioral analytics showed that users who engaged with the new features (image carousels, ADT Advantage Drawer, and Product Add-on Detail Drawers were more likely to convert than users who didn’t engage with those elements.
I identified an opportunity to amplify the conversion rate improvements by increasing visual emphasis on the new elements, to further encourage additional engagement with them. These improvements were added to the design roadmap.
Prototype demo of the new user experience features on the PDP, which contributed to a YoY increase in E-commerce sales of 400%