Biometric research, session recordings, heatmaps, and customer surveys indicated that users were having difficulty finding the right product on this eCommerce website. Category pages led into sub-category pages that led into PLPs that eventually led to the PDPs.
Analytics data showed that the sub-category page had a high exit rate. Another problem we found on the page was that it was cluttered with promotional material and too many CTAs, all of which distracted and confused the visitor.
Hypothesis and Psychological Technique Applied
We decided to introduce Cognitive Ease into the customer journey on the website by reducing the Extrinsic Cognitive Load being placed on the visitor.
After much discussion, we decided to remove the sub-category page altogether and send visitors straight from the category page to the PLP. We believed this would improve the search experience and help the visitor find the product that is right for them.
We removed the sub-category page step from the customer journey.
From the observed data, we were able to see that the Variation showed a high probability of being better than the Control.
Optimisation is about removing obstacles from customer journey, even if it means removing a whole page type. When customers are on their research scent trail, you need to help them find what they want as quickly as possible. On this occasion, removing the sub-category page did this.