PC Category Page — Microsoft Store
ABOUT
PC category page heatmaps indicated that there was little engagement past the Shop by type quick links and scroll reach was hovering around 31%. I revamped the page layout and conducted A/B experiments tests to determine how customers responded to the new design.
STRATEGY
Streamline the navigation experience and reduce clutter at this level of the customer's journey, then engagement, scroll reach, and conversion would all increase. In addition to introducing Shop by brand quick links, Shop by type quick links were curated and changed from text to icons.
Original Design I PC Category Page
Focus areas
Test quick link navigation (text vs. icons), plus curate category options
Give Featured Offers better visibility
Introduce other means for customers to enter the purchase funnel, e.g., Shop by brand
Test Results: Partial Win
Primary KPI (Add to Cart) was inconclusive, but the new page showed a positive impact on overall funnel metrics, plus delivered an increase in completed orders and scroll reach.
Redesign I PC Category Page
HIGHLIGHTS
Quick links with icons increased Add to Cart by 3.7% at 89% confidence
Orders lifted at 12.7% with 90% confidence
Shop by brand contributed to an increase in Scroll Reach; from 31% to 36%
Quick links with icons resulted in +69.8% lift in engagement over quick links with text
Overall Learnings & Recommendations
Shop by brand needs to move above the fold to have larger impact.
Recommended to add quick links with icons upon implementation.
Variant hesitation time decreased and made it easier for customers to find what they’re looking for.
Featured Offers CTR decreased -62.1% below the fold; must be moved higher on the page.