ABOUT

Heatmap data consistently revealed that customers struggled to find products or get where they needed to go on the Xbox category page. Consequently, revenue, clickthrough rates (CTR), and engagement were down.

STRATEGY

If we change quick link navigation from text to icons, streamline the layout, and remove content that doesn't perform, then engagement, CTR, and Add to Cart will increase because shoppers will have less friction.

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

HIGHLIGHTS

• Quick links with icons increased CTR by 16.4%

• “Deals” recorded the highest lift of 177.3%

• Engagement for Quick Links was highest on mobile

HIGHLIGHTS

• Quick links with icons CTR increased by 19.1%

• “Xbox Live Gold” captured the highest lift at 59%

• Add to Cart increased by 6%, while Checkout surged by 6.5%

Overall Learnings & Recommendations

• Ensure product channel row cards are placed higher on the page to avoid negative impact on CTR.

• Adding Xbox Live as Quick Link saw orders surge by 4.5%, while moving Game Pass below the fold saw orders drop by 3.8%.

• Xbox Console Compare needs to be higher on the page to be viable.

• Maximum engagement on quick links with icons happened through mobile.

• Keep Xbox subscriptions above fold to encourage healthy CTRs.

• With a lift of 177.3%, Deals should always be present in quick links.