Add-to-cart rates declined by 59.55% in Q1 2024 compared to the previous year, highlighting Product Display Pages (PDPs) as a key area for improvement.
Enterprise Optimisation
KitchenAid
CX Research
UX/UI Design
Development
KitchenAid is a leading premium appliance brand known for high-quality kitchen products that combine performance with iconic design.
KitchenAid’s key product pages were experiencing declining conversion rates. Through a strategic and ongoing A/B testing program, user behaviour was analysed and solutions were tested to refine the purchase journey. These improvements led to higher engagement, increased add-to-cart actions, higher average order value, and a website experience that reflects the premium quality of KitchenAid’s products.
Industry
Consumer Appliances
Services Involved
Data Analysis
Strategy
UX/UI Design
Test Development
Our methodology
Test Charter
Review the project brief and low-fidelity documentation prepared by the digital strategist.
Research & Data
Analyse CX and data insights, including competitor research, conversion review, and strategic recommendations.
High Fidelity
Translate research and behavioural data into high-fidelity designs that reflect user needs.
Iteration
Refine designs through peer reviews and iterative edits to achieve optimal results.
Featured tests
Problem
Solution
Redesign the PDP to enhance user experience and improve in-page navigation. Refine content to reduce customer confusion and clearly communicate the key differences between each model.
Our checklist
- Baymards UX/UI Best Practices
- Meclabs Institute
- User Centered Design
- AA Accessibility Guidelines
ORIGINAL
WINNER VARIATION
+25.71%
Increase in Stand Mixers Add to Cart
Check our amazing results!
Increased add to cart
The redesigned Stand Mixers PDP above the fold optimised the presentation and placement of key elements, product details, and CTAs. This led to increased user engagement, higher Add to Cart actions, and deeper interaction with product information.
Problem
Solution
Data shows that users often purchase a matching-colour toaster alongside their stand mixer, however, this cross-sell opportunity is not currently offered on the website.
Introduce a cross-sell prompt that encourages customers to add a matching-colour toaster when a stand mixer is added to the cart.
Our checklist
- Baymards UX/UI Best Practices
- Meclabs Institute
- User Centered Design
- AA Accessibility Guidelines
ORIGINAL
WINNER VARIATION
+4.78 %
Increase in Average Order Value
Check our amazing results!
Higher average order value
The colour cross-sell strategy successfully increased average order value and revenue per session across both desktop and mobile. Customers responded positively to the matching product suggestions, adding more items to their orders while maintaining strong conversion performance throughout the purchase journey.
Problem
Solution
Users may feel confused or overwhelmed by complex product names on the Product Listing Page (PLP).
Simplify product names and introduce clear product attributes to help users quickly understand the differences between each Stand Mixer model.
Our checklist
- Baymards UX/UI Best Practices
- Meclabs Institute
- User Centered Design
- AA Accessibility Guidelines
ORIGINAL
WINNER VARIATION
+15.01%
Increase in Stand Mixers PLP Add to Cart
Check our amazing results!
Clear product names drive mobile conversions
Streamlining product names and introducing clear descriptions transformed the Stand Mixer shopping experience, particularly on mobile. The simplified approach made it easier for customers to understand product differences and make confident purchasing decisions, leading to increased add-to-cart actions and completed purchases across the range.
Why our clients
love us.
“I highly recommend all Australian businesses who use online channels to use Conversion Kings for UX reviews. Matt assessed one of our key revenue generating pages. He quickly understood our business model, target audience and the purpose of the page to provide incredibly valuable insights and suggestions. Very exciting to start testing and increase the value we can provide to our customers. Thank you Matt!”
