Key Takeaway
By adding brand-specific information and video tutorials to the automotive e-commerce product listing page, we helped PaintScratch improve its conversion rate by 12% and increase average revenue per user by 24%.
Client Overview
PaintScratch is a leading e-commerce platform for automotive paint refinishing. The platform offers easy-to-apply paint options for minor repairs on a wide range of vehicles. Serving both individual and commercial customers, PaintScratch offers an extensive catalog of over 100,000 custom automotive paint colors, backed by a color-match guarantee.
Opportunity Background
PaintScratch aimed to improve the performance of its product listing page, where the percentage of users completing a purchase was lower than expected. Research revealed that many users lacked clear information on how to find their vehicle's color code, leading to abandonment.
Competitive benchmarking showed that while competitors offered color code assistance, it was often generic and not specific to different car brands, giving us an opportunity to improve this part of the PaintScratch user journey.
Solution
We hypothesized that by introducing clear, brand-specific information about where to find the car color plaque, users would experience less confusion and greater confidence in selecting their paint color, leading to higher conversion rates. To test this, we implemented several elements to provide detailed instructions.
- Brand-specific color code instructions: By selecting a vehicle brand, users were provided with detailed instructions and visuals that clearly showed where to find their paint color code.
- Video instruction: We used a video tutorial to demonstrate the area where users could find the color code plaque on their vehicle.
This enhanced page was designed to eliminate uncertainty and seamlessly guide users to purchase with confidence in the color accuracy of the product.
Results
Clearer information helped users feel more confident about their purchases, resulting in:
In addition, confidence in the color match meant that users were more willing to select higher-value products, resulting in a 13% increase in average order value.