Snapdeal— Increase conversion from Product Page.
Client: Snapdeal
Year: 2017
Challenge:
Our challenge was to improve customer engagement, build trust and make promising impact for customer in effortless buying experience. At the same time provide customers with relevant information on the product pages of various different categories.
Role:
Led the design of Snapdeal Website Product Page in Jul'17. Focusing on customer pain-points related to buying experience & business conversion rate from PDP. To collaborating with project managers. Prioritized and negotiated features for launch, created content strategy with frameworks to share the vision which helped alignment and drive decision-making.
Customer Insights:
* Limited time offer call out to increase conversion
* Need to know specs information before the fold.
* Keep the product descriptions short and sweet.
* Having product selfie with real customer help build the trust.
* Clear sizing charts imagery.
* Product availability would be good to have.
* Product videos.
With enough customer feedbacks from the previous design, we decided to work on every bit of a space. And, naturally we had to come up with a different approach to the entire experience of the page.
"When you know your customer journey, focus on their needs and you will positively impact the experience."
We knew there is a typical format to the product pages. Product pages are ubiquitous. Still, we looked around to what is best suited and works for similar players.
Well, after that I made sure I had all the elements to begin with. From there I started to structure and optimize the information.
Feature - Snapdeal Gold
(an express delivery option)
While other e-commerce companies like Amazon & Flipkart are offering speedy delivery to its customers at an annual membership, Snapdeal is treating all its customers with premium benefits at no additional cost.
* Free Next Day / Next to Next day delivery on eligible orders.
* No shipping charges at all.
* Extended purchase protection of 15 days instead of 7 days.
At no additional cost and no minimum order value applicable, Just need to place a pre-paid order to avail the benefits. Emphasize and build trust around how Snapdeal offers 100% payment protection.
Next to Next day delivery:)
We were introducing Next to Next day delivery capability which was at extra cost compared to snapdeal gold which was free just customer had to prepay for their order.
We tried a lot of options and then came up with better terminology (Get FREE Express Delivery by tomorrow by paying online). This was done with an objective to make SD Gold more prominent in terms of savings and benefits and motivate customers to move to prepaid.
Detail Design
II focused on information architecture of different PDPs, Introducing 3-4 benefits, bundling widget and so on. For each feature phase, I went through rapid prototyping which helped get feedback & approval from stakeholders.
The widgets were thought and categorized into - 'Must Have, Nice To Have and Fancy Features' buckets. This helped in prioritizing the product development.
Different widgets will answering various questions of user, these were added to have enough information to make easy purchase decision.
Website PDP Execution
On 8th Sep 2017 Midnight we launched your revamp website for 10% of our customers. Gradually the results have exceeded our expectations. The median number of active customers has increased by 86%. Despite the rapid growth we improved customer engagement & decreased drop-off rate from product page.
* Increased new customer retention rate by 31%
* Increased conversion rate from PDP by 10%
