Oleamea | 50% Increase in Add to Cart Rate with Category Shortcuts

Problem and Needs Analysis

As a result of our analysis, we found that the transition rates to the next steps after the homepage were low. This situation indicates that users are experiencing difficulties in navigating the site and are not easily accessing the product categories they are looking for.

Problems We Encountered

• Mobile User Experience: In the current homepage design, extra scrolling and menu opening operations were required for mobile users to access category pages. This situation negatively impacts the user experience and complicates the navigation process.

• Category Discovery: Users were struggling to discover the different product categories offered by the brand in the current design. This situation led potential customers to leave the site without seeing the products they might be interested in.

• Conversion Funnel Optimization: The low viewing rates of category pages naturally negatively impacted the subsequent steps of product viewing, adding to the cart, and order rates.

Needs

• A design solution was needed to facilitate users' direct access to category pages from the homepage.

• There was a need for a design approach that would improve the navigation experience specifically for mobile users and efficiently use screen space.

• We were looking for a solution that would increase category page view rates, thereby improving the subsequent steps of product viewing, adding to the cart, and order rates.

In line with these problems and needs, we planned an A/B test to measure the impact of adding category shortcut buttons to the homepage. This test was aimed at improving conversions at all stages of the funnel by providing easier access to category pages from the homepage.

Solution Approach

As a Conversion Rate Optimization (CRO) team, we developed the hypothesis that if we enable users to access products more easily and quickly by adding category shortcut buttons to the homepage, the viewing rates of category pages, product viewing, adding to the cart, and order rates would increase.

Our Conversion Optimization Strategy

• On the mobile homepage, visually striking and user-friendly category buttons were designed to provide direct access to the product categories of most interest to users. These buttons were placed in a position at the top of the homepage where they could be seen without scrolling.

• In the design of the buttons, dimensions and spacing were considered to ensure that mobile users could easily interact with them on touch screens. 

The Best Version Determined by A/B Testing

• We tested two different versions.

• The test was applied to the segment of users viewing the homepage from mobile devices. 

• The test lasted 26 days.

• The primary metric tracked was the category page view rate, while secondary metrics included product viewing, adding to cart, and order rates.

During the test period, user behaviors were closely monitored, and the performance of both versions was compared. In particular, the impact of the category buttons on users' on-site navigation behaviors and performance changes at different stages of the conversion funnel were analyzed.

This test aimed to measure how providing easier access to category pages from the homepage would affect overall conversion rates and to determine the most effective design solution through a data-driven approach.

Results and Achievements

The A/B test results showed that adding category shortcut buttons to the homepage provided significant improvements at all stages of the conversion funnel. The data collected during the test validated our hypothesis and demonstrated that the category buttons positively affected the user experience.

• 22% increase in product viewing

• 50% increase in the adding to cart rate

The results of the A/B test clearly demonstrated that adding category shortcut buttons to the homepage led to significant improvements at all stages of the conversion funnel. 

These results proved how improving users' navigation experience within the site and providing easier access to the content they are searching for can effectively increase conversion rates. Category buttons simplified the purchasing journey for users, enabling more users to progress through the conversion funnel.