Shopify conversion optimization by making jewelry customization options easily accessible with sticky buttons

Summary

We introduced sticky buttons (CTAs) in the thumb area (bottom of the screen) of PDPs on mobile devices. These buttons allowed users to select the size, metal, and gemstone of a piece of jewelry with minimal effort. Because these buttons were always visible, they also effectively communicated to users that they could customize each piece of jewelry by metal (e.g., gold and silver) and gemstone (e.g., diamond, moonstone, opal).

The sticky buttons on the PDPs increased average revenue per user (ARPU) by 6.9% and AOV by 10.6%.

Overview

Moonmagic.com is a fast-growing online jewelry store with 430,000 sessions per month (according to Similarweb). It sells rings, necklaces, earrings and other jewelry.

Our task was to increase the revenue per user (ARPU) metric by increasing the conversion rate (CR) and average order value (AOV).

Research

As part of the user behavior analysis, we studied the user flow and found that some users were buying the same products multiple times in a single transaction. As we looked deeper into this phenomenon, we realized that users were purchasing multiple modifications of the same product. For example, a user may have purchased a particular ring in gold with a diamond and the same ring in silver with an opal gem.

We ran a regression model to identify products that were commonly purchased together and found that about 7% of transactions included more than one product of the same design.

Our research showed that there is a segment of users who purchase the same product in different variations in a single transaction. The AOV and ARPU of this segment of users were among the highest of all segments.

Hypothesis

We hypothesized that we could encourage users to purchase the same product in different modifications in a single transaction by more effectively presenting the available modifications. Encouraging this behavior would increase the average number of items purchased per transaction, resulting in higher AOV and ARPU.

Solution

We created a variation where the option to select metal and gemstone on PDPs is done through sticky buttons in the thumb zone on mobile devices.

Validation of the hypothesis

To validate this hypothesis, we conducted an experiment to measure the impact of the new UX on ARPU, AOV and CR.

The experiment had the following characteristics:

Type of experiment: A/B test

Traffic split: 50/50

Device: Mobile

Key metric: ARPU

Secondary metrics: AOV, CR and sticky CTA engagement

Number of sessions included in the experiment 167,213 sessions

Number of conversions tracked during the experiment: 3,127 conversions