Introduction / Client Profile

In 17 months, we executed 56 tests across Princess Polly’s United States and Australian websites, with 24 yielding positive revenue impact. This case study highlights one of these successful experiments, reflecting Princess Polly's commitment to optimizing their online shopping experience.

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Project Overview

Aiming to enhance the user experience on their website, particularly on the Product Detail Page (PDP) for desktop users, Princess Polly and Prismfly focused on improving Add to Cart and Checkout conversions. The primary goal was to make the online shopping journey more user-friendly and efficient.

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Methodology

Our approach included a comprehensive analysis of user interactions on the PDP using tools like Microsoft Clarity. The objective was to reduce the number of clicks required for users to view different product images. We introduced a thumbnail hover feature that enabled users to change the main product image by hovering over thumbnails, thereby streamlining the browsing experience.

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Outcome

The implementation of the thumbnail hover image feature led to a substantial increase in transactions and conversion rates. This can be attributed to 5 core reasons. 

1. Enhanced User Experience: Hover effects offer a seamless way for users to preview products, reducing the need for excessive clicking and improving overall user satisfaction.
2. Quick Information Access: These effects provide essential product details upon hover, helping users make informed decisions without navigating to individual product pages.
3. Reduced Clicks: Thumbnail hover effects enable users to explore multiple products with minimal clicks, making the shopping experience more efficient and convenient.
4. Better Product Comparison: Users can easily compare products as they hover over thumbnails, aiding decision-making and ensuring customers find the right product.
5. Increased Engagement: Interactive hover effects engage users, prolonging their stay on the page, and increasing the likelihood of conversion by encouraging exploration and interaction.

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Reflection/Insights

The success of the thumbnail hover image experiment at Princess Polly highlights the power of user-centric design in ecommerce. This initiative, a key part of our comprehensive CRO strategy, demonstrates how simple, intuitive changes can significantly boost customer engagement and drive revenue growth. It exemplifies Prismfly's ability to deliver impactful, measurable enhancements, reinforcing the value of targeted improvements in the online shopping experience.

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