Improving conversion rates and average order value is key to driving growth in e-commerce. While working on a project for Motostar, a prominent player in the motocross parts industry, our team aimed to optimize the user journey and address critical drop-off points. We identified significant potential for improvement on product pages, where a majority of users exited without engaging further.
Approach and Idea Generation
Our team began by thoroughly analyzing the user journey with GA4, supplemented by insights from Hotjar recordings and heatmaps. This allowed us to pinpoint where users struggled and disengaged. Notably, the “Add to Cart” button on product pages had low interaction rates. Drawing from psychological studies on color perception and competitive analysis, we hypothesized that changing the button’s color from gray to green could increase its visibility and encourage more users to take action. The color green is associated with safety and progress, making it an effective choice for guiding customers through their shopping journey.
This phase involved close collaboration, with the entire team brainstorming potential improvements and refining the hypothesis. The use of customer-centric tools like Hotjar ensured our ideas were rooted in actual user behavior.
A/B Testing
To validate our hypothesis, we conducted an A/B test using VWO. We created two versions of the product page: one with the original gray button and another with the new green button. The test was designed to measure changes in engagement and conversion rates.
As part of the team, I took on a significant role in the technical implementation of the A/B test, ensuring the variations were correctly set up and running seamlessly in VWO. I also collaborated on idea generation and data analysis, leveraging the combined expertise of the team to ensure a well-rounded approach.
This project highlights how understanding user behavior, improving design, and making data-driven decisions can solve important business challenges. By focusing on a key part of the shopping journey—the “Add to Cart” button—we aimed to make the process more engaging and intuitive for users, helping them feel confident and supported throughout their experience.
We hope these changes not only improve conversions in the short term but also build a stronger connection between the customer and the brand. Our goal was to create a shopping experience that feels effortless and rewarding by reduce the friction in the buying process.
