The Challenge
The original product page faced several challenges, including a cluttered layout, limited product information, and a lack of interactive elements to engage and inform customers. Additionally, the checkout process was not optimized for seamless transactions, leading to potential barriers in completing purchases. User feedback and analytics highlighted the need for a redesign to address these usability issues and to elevate the overall user experience.
Surveys & Research
We conducted a Maxfiff survey to better understand the importance of product page attributes among Ontario residents aged 20 and above who have browsed or purchased alcohol in the last 6 months. Our goal was to gather insights for a more user-friendly and informative online shopping experience. The survey was conveniently delivered via email, with participants invited to opt in and complete a quick 10-minute online survey.
On the product page, 70% of surveyed users reported feeling confused and disoriented, which led to reduced engagement, increased bounce rates, and a negative impression toward conversion.
50% of users emphasized the critical importance of clear and enticing product descriptions, competitive pricing, and effective sales and discounts to keep users engaged.
85% of users felt overwhelmed by too much on the page, suggesting a need to prioritize and stagger information. Users felt that fulfillment options didn’t belong on a product page, but instead should feature further down the sales funnel.
User Pain Points
The following screenshot highlights the main pain points and problems identified on the old Product Page. Identifying the issues your users face is crucial for improving the site and increasing retention.
Using clear logic to surface related products would add value, however when they perceive little to no link it undermines users trust in the site & brand.
They think that this choice should be made later in the conversion funnel.
Users expressed interest and value in a couple of recipes that pair with the product.
They would like some way to Zoom, but not mouseover.
They also would like to see the back of the bottle.
Conversely, the phrase “Deliver to Store” describes a task the LCBO will carry out.
Aligning all text to reflect the users perspective to remain consistent and center the users perspective over the LCBO.
Analyzing User Feedback
MaxDiff results of user servey.
Total
Price
Discounts/Sales
Product Description
Delivery Costs
Brand
Wine
Price
Product Description
Discounts/Sales
Delivery Costs
Product Category
Spirits
Price
Discounts/Sales
Product Description
Delivery Costs
Brand
Beer/Cider
Price
Discounts/Sales
Product Description
Brand
Delivery Costs
Price toped the list in importance across all purchaser groups. Discount/ sales was the second highest concern for all groups except Wine, for whom product description is more important. Delivery costs are high for purchasers of heavier or higher value products then it it for Beer Purchasers. Brand is more important to Beer Purchasers than other groups, particularly Wine.
Conclusion
The product page redesign successfully addressed the initial challenges and significantly enhanced the overall user experience. By prioritizing visual appeal, comprehensive product information, interactive elements, and a streamlined checkout process, the redesigned product page effectively drove increased user engagement, conversion rates, and customer satisfaction, solidifying its position as a leading online destination for purchasing alcoholic beverages.
The redesigned Product Page increased user retention by 25%, with more users converting and continuing to the checkout.
Post redesign user surveys showed a 30% increase in satisfaction, with users appreciating the clear, simple design and engaging elements.
Usage of key elements increased by 20%, indicating that the new hierarchy effectively educated users on where to find the information they are seeking.
