Beautyrest Product Detail Page Redesign
Project Overview
Project Role: Lead UX Designer / Researcher
In this project, we undertook a comprehensive redesign of the Beautyrest Product Detail Page (PDP) to improve user experience, drive higher conversions, and enhance overall customer satisfaction. Through multiple variations and testing, we identified the optimal combination of information to include on the page.
Results
48% Increase in Revenue: The optimized PDP contributed to a substantial revenue boost.
High Customer Satisfaction: Achieved a Net Promoter Score (NPS) of 72, reflecting superior customer satisfaction.
Key Improvements
1. Elevated Ratings and Reviews in Buy Area
We elevated the Ratings and Reviews section within the buy area, making it more prominent to build trust and influence purchasing decisions.
Before: Ratings and Reviews were less accessible.
After: Prominently displayed Ratings and Reviews within the buy area to encourage customer engagement.
2. Enhanced Price Visibility
The price was made more prominent to ensure that it catches the customer's attention immediately, aiding in quick decision-making.
Before: Price information was less noticeable.
After: Price is highlighted and clearly visible, enhancing transparency and aiding quick purchase decisions.
3. Transformed Details and Description Area
The details and description area was restructured to break out information into easily scannable sections, allowing customers to quickly understand what they are paying for.
Before: Cluttered and dense information.
After: Clear, segmented sections that facilitate quick scanning and comprehension of product details.
4. Added Beautyrest Customer Promises Section
A new section was added to highlight Beautyrest's customer promises, ensuring customers understood the benefits and support available post-purchase.
Before: Lack of clear post-purchase information.
After: Dedicated section outlining customer promises, enhancing trust and satisfaction.
5. Integrated Ratings and Reviews
Ratings and Reviews were directly integrated into the page content, allowing customers to see feedback from other buyers easily.
Before: Separate section for Ratings and Reviews.
After: Seamless integration of Ratings and Reviews into the page for better visibility and engagement.
Conclusion
The Beautyrest PDP redesign exemplifies the power of strategic UX improvements in driving e-commerce success. By focusing on key elements such as pricing visibility, customer reviews, and clear product information, we significantly enhanced the user experience and achieved remarkable business results. This project highlights the importance of continuous testing and user-centric design in achieving outstanding e-commerce performance.
