How The Paint People increased sales conversion by 87% in a single experiment

How will optimizing design and functionalities available on product category pages impact CTR to product detail pages and sales conversions on the website?

Micro Conversion Increase CTR from Product Category Pages to Product Detail Pages.

Macro Conversion Increase overall transactions and sales conversions.

Exit rates on category pages were very high, with some categories as high as 45%*, indicating that the page was not optimal and that it was causing friction in the customers’ buying experience. Users were not moving from the main collection page to the actual products featured on that page. After visiting the collection page, the next pages visited were most often page 2 of the collection, the home page, and the search page.

*This number is referring to /collections/graco-electric-airless-sprayers page between the time period of Sept. 6th, 2019 and Nov. 1st, 2019.

If we could improve user experience by adding functions to filter product categories on the same page then users will find what they are looking for faster and be more likely to visit the product detail page and convert.

Google Analytics, HotJar, Shopify

A/B Test

2

• Transactions conversion rates increased by 87%
• Product page visit rates increased by 11%
• Conversion rates on mobile increased by 110% and on desktop by 54%
• New visitor conversion rates increased by 151% and returning visitors by 16%

ConversionAdvocates

Although they have been in business for over 20 years, The Paint People have primarily sold products through traditional sale channels like their brick-and-mortar retail stores. This presented several unique challenges and opportunities.

First the number of historical data of user behaviour was limited which made it more difficult to analyze and find correlations across long time frames. Second, investment into their Shopify website was also limited, which gave us an opportunity to optimize fundamental experiences before exploring more bespoke experiences for specific user segments. 

Using our proprietary IIEA framework we were able to uncover opportunities to optimize their Category page and increase sales conversions by 87% in a single experiment. 

Because shop.thepaintpeople.com was only launched 6 months prior to working with us, we needed to focus our attention on the highest points of friction at a page template level. Meaning, we couldn’t look at specific products and pages but instead needed to aggregate the data and evaluate user behaviour at a template level.

Insight #1 | Users were dropping off the collections pages at high rates, with exit rates as high as 45%.

Insight #2 | Users were not moving from the collection page to the product pages, the next pages visited most often after the main collection page were page 2 of the collection page, the home page, and the search page.

Based on the findings, we formulated our primary and secondary hypothesis for the experiment.

If we could improve user experience by adding functions to filter product categories on the same page then users will find what they are looking for faster and be more likely to visit the product detail page and convert.

If product descriptions and images were clearer and more attractive then users will be more likely to click through to the product detail page.

For this experiment, we created an optimized variant of the shop.thepaintpeople.com ALL Category Page in an attempt to drive more traffic to Product Detail Pages.

Some highlights of the experiment variation include:

• Redesigning graphics to make them more visual and descriptive,
• Improving product descriptions and CTAs
• Adding additional filters for different product categories
• Restructuring the entire landing page layout to create a better flow and a more natural user experience. 

After running the experiment for 23 days, our hypothesis was proven TRUE with a 92% confidence level that experiment results will continue.

Transactions conversion rates increased by 87%.

Product page visit rates increased by 14%.

Mobile saw a conversion rate increase of 110% and desktop of 54%.

New visitor conversion rates increased by 151% and returning visitors by 16%.