We saw in eye tracking research, session recordings, and heatmaps that users often did not see or interact with the ‘Complete the Look’ section when adding products into their basket on this soft furnishing website.
The ‘Complete the Look’ section is there to make it easier for customers to design their home interiors by giving them ready-to-use ideas. It also helps the retailer by increasing sales and average order value.
Hypothesis and Psychological Technique Applied
We hypothesised that repositioning the ‘Complete the Look’ section within the PDP and placing it above the product details would give it more visual hierarchy.
Our belief was that when users see the complementary products right away (WYSIATI), more users would interact with this element, which would lead to more products being added to their basket and more successful checkouts.
We moved the ‘Complete the Look’ section up, and the product details section down in the PDP.
From the observed data, we were able to see that the Variation showed a high probability of being better than the Control.
Just because something is on a page does not mean it is seen. Putting things in users’ line of sight gives them a chance to see them and then act upon what they have seen.
If things are not in users’ line of sight, they will never act upon it, simply because they did not see it.