Skin Actives delivers a comprehensive assortment of effective skin care products at prices the everyday consumer can afford. As their business grows, they strive to increase their profitability and maintain their brand through (1) steady order conversion increases and (2) optimized customer experience. They brought Experiment Zone onboard to evaluate, test, and implement changes to the Skin Active site that ensured they would achieve these business goals.
Challenge + Obstacle
Skin Actives’ comprehensive assortment offers the visitor a full range of solutions for her skin. This breadth of options can make identifying the right product cumbersome – especially for visitors unfamiliar with the product offering. The Skin Actives’ team desired to make product decisions easier for visitors.
To reduce the steps in a guest’s search, we proposed focusing her attention on a popular subset of products. Skin Actives had a “Best Sellers” category in their navigation, but it was tucked beneath other categories and de-emphasized on the site. For the experiment, our team relocated this category to the main level navigation.
For desktop visitors, the category appeared in the top level of the navigation. For mobile visitors, the category was present as a top level category when the main menu was opened. By drawing attention to the “Best Sellers” section, we anticipated seeing an increase in overall orders and revenue growth.
Head of Marketing at SkinActives, LLC
We were successful in increasing the prominence – and interactions with the Best Sellers category. By increasing the prominence of the “Best Sellers” category, we saw a large lift in the number of visitors viewing this page. Mobile visitors were +237% more likely to visit the category; desktop visitors were +242% more likely to see the Best Seller page in their visit.
The impact of seeing this page had very different impacts to what visitors did next. We saw a 17% decrease in visitors adding to cart on desktop. Desktop visitors may have been less convinced by the limited product selection on the Best Sellers page.