Product Detail Page
Client
CIVITATIS
year
2024
Services
RESEARCH & UX/UI DESIGN
timeline
2 MONTHS
Product Detail Page
Challenge
The current Product Detail Page for a guided tour website shows high exit rates, particularly among mobile users, with a 41% abandonment rate on mobile versus desktop. Data from user interviews, ContentSquare analytics, and competitive benchmarks show us that mobile users are not finding relevant information easily, leading to shorter page visits and lower conversion rates. The challenge is to redesign the PDP with a mobile-first approach that improves content accessibility, prioritizes relevant information, and addresses usability issues such as complex navigation.
Goal
The goal of this redesign is to increase user engagement and conversion rates by creating a more intuitive and efficient experience, particularly for mobile users. This will involve reorganizing the content hierarchy to ensure important details like tour availability, meeting points, and cancellation policies are prominently displayed. Additionally, improving the presentation of social proof, will help build trust and reduce friction in the decision-making process. By dividing the redesign into smaller, testable parts (such as A/B testing), the solution will be validated through data-driven adjustments to enhance usability and increase conversions.
Solution
The final solution was developed through iterative processes, including workshops, user interviews, benchmark analysis, and testing. The PDP was divided into smaller, more digestible sections, each based on user stories derived from insights. A/B testing, user testing and card sorting were utilized to validate these decisions and ensure a data-driven, user-centric design. This iterative approach enabled the creation of a highly optimized PDP that meets business goals by improving both user experience and overall conversion rates.
