This D2C house plans company improved transactions by 25% with one targeted change to their product page. See the exact modification that drove growth.
The Client
The test ran in January 2022.
This online house plans eCommerce site is a leader in the direct-to-consumer (D2C) house plans market. They hired ConversionTeam in 2021 to increase the conversion rate via the Iterate program.
The Business Need
This eCommerce brand gets a tremendous amount of traffic to its product pages from users interested in building their dream home. Traditionally, the company had 2 sections on the product detail page (PDP), one for elevation images and another one for floor plan images.
ConversionTeam’s usability, user testing, and heatmap analysis showed an opportunity to get floor plan data above the fold. We proposed a test version to address that.
Product Detail Page
Note: Thumbnails are elevation images only
Solution
Add floor plan thumbnails to the main product thumbnail image area.
Test Variation
Note: Addition of floor plan elevation
Results
The test version was a strong winner, up 25.1% for transactions at 99% confidence. Revenue was also up by 18%.
Based on the test data, the client implemented this change on their PDP.
Overall data
Moving one element on the product page lifted transactions 25.1%, a reminder that product pages carry a lot of conversion weight - our conversion rate benchmarks break down how rates differ from landing pages to product pages to checkout.
Why pick the best CRO agency over a redesign shop? On this D2C catalog, one PDP element outperformed a full redesign.