A Visual Designer, Artist and a Creative Problem solver.
Massager Landing Page Redesign: Reducing Cognitive Load and Boosting Conversion
This case study details the process of redesigning a Product Listing Page (PLP) for massagers. The goal was to address a significant conversion drop-off by providing clearer feature context and reducing the cognitive burden on the user, leading to a 20% decrease in drop-offs and higher category CTRs.
The original massager PLP, which featured a basic listing of categories (name and image only), was experiencing a significant drop-off rate. Customers landing on the page were struggling to make a decision, leading to a poor conversion rate.
-
Metric Affected: Drop-off Rate (leading to low conversion)
-
Original State: Simple list of massager categories (Name + Image).
-
Business Impact: 65% drop off rate
To redesign the PLP to be more informative, context-aware, and user-centric, ultimately decreasing the drop-off rate by simplifying the decision-making process.
We conducted qualitative research across three key customer cohorts to uncover the root cause of the drop-offs. A sample size of 20 were interviewed to understand consumer behaviour.
Core Finding: The customer drop-off was directly linked to the lack of feature understanding and the high cognitive load of decision-making with no context provided on the PLP.
The redesign strategy centered on injecting context and reducing decision fatigue right on the PLP.
Exploring some flows that make information easy to digest without taking away from the pricing details and the Call to action.
Saw an instant bump in conversion by 11% and eventually impacted the drop offs by 20%
