Question of the Week: Which product description page would lead to more cart additions? Experiment Nation

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On March 4th, 2021, we asked our LinkedIn community:

Which of these product description pages would drive more cart additions, and why. What would they change? What extra data would they need?

The results

Here are some of the best responses:

“B, the Nike shoes are out of style. That’s what my grandfather used to wear.” – Julian Villella

“I’m going with B. I’ve noticed many fashion brands and online boutiques are showing all variations without needing to scroll, while greying out what’s available. The price is typically already seen from the list page so going in they aren’t necessarily looking at price. Also the image for the show gives a less static feel. If I were to think of which shoe makes a person feel like they need to buy it, then maybe B does that. Also, in past testing experience, showing how many people have purchased a product with scoring will yield higher conversion rates. (Excuse my typos as I’m swiping on my phone ? #committment to experimentation)” – Kenya Davis

“A because the type of user that buys a Air Force one all white or other styles knows what they want and will buy it quick. All birds are “what are thoooossse” type shoes.” – Bilal Khan

“A. Nike >>>>>> It’s just a better, cleaner shoe!” – Shiva Manjunath

“I would choose A. The main difference when I see these two pages are how they display the variety of colours. A design is more concise and tells people straightforwardly how products would look like. Whereas the B design contains too much color combinations, that I can’t even see the product descriptions at my first glance. In addition, it is hard for customers like me to tell the dominant colour of the product which wastes quite a lot of time for me to check which one I like. So for me, I would prefer to shop on interfaces like A design??. But this is only my own preference.” – Catherine (Xuan) Chen

“The experimentation highly depends on the persona or the target user group. For this case, I would consider this variant for a target group of college-going kids who like to spend considerable time browsing through different colour options and would like to match them with their pre-decided clothes. I vote for B – high contrast image, top-view click with more visibility of the shoe, dozens of colour options to play with, easier decision making rather than swiping through multiple options, price and ratings right on the top, and easy chat option. I would monitor a bunch of engagement and usage metrics and also evaluate the bounce rate of the views.” – Siddharth Taneja

“Any answer here might be biased towards what each one of us like seeing, which brand we are looking for, and how we like shopping online. So it’s actually hard to tell as it’s comparing apples to oranges. A better A/B test would have the same shoe with different experiences.” – Moshe Mikanovsky

“So. many. variables. Oof this is hard. I’m leaning towards A though because this first screen has so much information within reach – it’s answering a lot of questions I have already. (Width, size chart) and it’s showing me multiple finished products so I can see mockups without tapping back and forth between different colors. (That said, I’d probably like tapping the colors on B just for the novelty of it… though not sure if it’d make me add it to cart though seeing as I’m not the target audience…)” – Eden Bidani

“A. My hypothesis would be that showing the finished good as a means of selecting different colors/variants is better than showing color swatches. Quicker decision made by a buyer and thus more add to carts.” – Alex Lynn

“B, but with some changes. What I think works with B: immediately visible price, customer reviews, and the breadcrumbs appear to show something that works better navigationally and it looks like there is better organization happening with the products (but I’m no expert on UI).” – Kyneret Azizo

“I would say A. Reason why is because in option B there is no brand at all that represents that shoe. On A you have the Brand with very large font and that’s what people buy these days they don’t care to much about quality but they care about brand name. On option A you can swipe multiple models and add more stuff tu cart while on option B you have only one model which people can add only one in cart while in A they can add way more. So I think A would sell more than B. Thanks.” – Arrit Gashi

“Nike because it has fewer options. The more you over complicate the buying process, the more chance you have of losing the sale.” – Andrew Reynolds

“B – higher contrast image, better visualization of options, immediately visible reviews, easily accessible chat, more dynamic view of product.” – Heather Hurd (she/her/hers)

“My Hypothesis is that A will have more cart additions. Users can get overwhelmed by too many choices leading to paralysis analysis. This A version has more details about the products such as color and size in the text not just images on B.” – Kudakwashe Shamu

“A… because there is FREE shipping for purchases over $50.” – Chris Hicks

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