Responsive Web · Growth Experimentation · 2022
Responsive Web · Growth Experimentation · 2022
Optimizing Therabody's PDP: Driving growth through iterative testing
Optimizing Therabody's PDP: Driving growth through iterative testing
Optimizing Therabody's PDP: Driving growth through iterative testing
I optimized product detail pages through targeted A/B testing, increasing conversion rates by 12-15% and revenue per visitor by over 30%, while minimizing engineering needs.
I optimized product detail pages through targeted A/B testing, increasing conversion rates by 12-15% and revenue per visitor by over 30%, while minimizing engineering needs.
I optimized product detail pages through targeted A/B testing, increasing conversion rates by 12-15% and revenue per visitor by over 30%, while minimizing engineering needs.
Through strategic A/B testing, I enhanced product detail pages, boosting conversion rates by 12-15% and increasing revenue per visitor by over 30%, all with minimal engineering effort.
Context
Therabody aimed to boost e-commerce performance by optimizing product detail pages (PDPs) to enhance clarity, reduce friction, and drive conversions.
Therabody aimed to boost e-commerce performance by optimizing product detail pages (PDPs) to enhance clarity, reduce friction, and drive conversions.
Therabody aimed to boost e-commerce performance by optimizing product detail pages (PDPs) to enhance clarity, reduce friction, and drive conversions.
Problem Space
Key product information, such as attachments and use cases, was buried deep in the PDP, causing user confusion and reducing conversion rates. Customers struggled to understand Theragun’s unique value, especially compared to cheaper alternatives, which hurt purchasing confidence and revenue.
Key product information, such as attachments and use cases, was buried deep in the PDP, causing user confusion and reducing conversion rates. Customers struggled to understand Theragun’s unique value, especially compared to cheaper alternatives, which hurt purchasing confidence and revenue.
Key product information, such as attachments and use cases, was buried deep in the PDP, causing user confusion and reducing conversion rates. Customers struggled to understand Theragun’s unique value, especially compared to cheaper alternatives, which hurt purchasing confidence and revenue.
Solution
Using RICE scoring, I prioritized high-impact A/B tests to address key pain points. My approach included reorganizing critical information, simplifying content, and adding comparison tools to help users make confident purchasing decisions. All changes leveraged CMS capabilities to minimize engineering resources while maximizing impact.
Using RICE scoring, I prioritized high-impact A/B tests to address key pain points. My approach included reorganizing critical information, simplifying content, and adding comparison tools to help users make confident purchasing decisions. All changes leveraged CMS capabilities to minimize engineering resources while maximizing impact.
Using RICE scoring, I prioritized high-impact A/B tests to address key pain points. My approach included reorganizing critical information, simplifying content, and adding comparison tools to help users make confident purchasing decisions. All changes leveraged CMS capabilities to minimize engineering resources while maximizing impact.
Impact
+15% increase in PDP conversion rates, +31% boost in revenue per visitor, and improved user engagement by addressing customer pain points and simplifying the shopping experience.
+15% increase in PDP conversion rates, +31% boost in revenue per visitor, and improved user engagement by addressing customer pain points and simplifying the shopping experience.
+15% increase in PDP conversion rates, +31% boost in revenue per visitor, and improved user engagement by addressing customer pain points and simplifying the shopping experience.
Timeframe
~1-2 months
~1-2 months
~1-2 months
~6 months
Role
Senior Product Designer
Senior Product Designer
Senior Product Designer
Team
Product Owner
Business Manager
Product Owner
Business Manager
Product Owner
Business Manager
Revenue
$400MM+
$400MM+
$400MM+
Company size
500+
500+
500+
STEP ONE
STEP ONE
Analyze qualitative and quantitative data
Analyze qualitative and quantitative data
Analyze qualitative and quantitative data
I categorized insights in Airtable to identify and prioritize top pain points.
Post-purchase surveys revealed customers struggled to understand Theragun’s value versus cheaper alternatives, seeking clearer explanations of its benefits and use cases.
The PDP was cluttered, with critical details like attachments buried at the bottom. Customers experienced "scroll fatigue," reducing conversions. In the heat and click maps to the right, the attachments section in particular was a key area of confusion for customers but it lived at the very bottom of the page, getting little engagement.
A lack of relatable imagery and practical examples diminished the product’s premium appeal.
Post-purchase surveys revealed customers struggled to understand Theragun’s value versus cheaper alternatives, seeking clearer explanations of its benefits and use cases.
The PDP was cluttered, with critical details like attachments buried at the bottom. Customers experienced "scroll fatigue," reducing conversions. In the heat and click maps to the right, the attachments section in particular was a key area of confusion for customers but it lived at the very bottom of the page, getting little engagement.
A lack of relatable imagery and practical examples diminished the product’s premium appeal.
How might we…
How might we…
How might we…
Create a PDP that drives engagement and conversion by enabling confident purchases while minimizing engineering reliance?
Create a PDP that drives engagement and conversion by enabling confident purchases while minimizing engineering reliance?
STEP TWO
Test out ideas
Test out ideas
Test out ideas
My design goals
Highlight Theragun’s unique benefits to justify its price.
Highlight Theragun’s unique benefits to justify its price.
Reorganize critical features for better visibility and skimmability.
Reorganize critical features for better visibility and skimmability.
Work within CMS constraints and design tests myself to deliver results quickly.
Work within CMS constraints and design tests myself to deliver results quickly.
Hypothesis
If we redesign the PDP to prioritize mobile-first usability, showcase product benefits through engaging multimedia content, and streamline information architecture, then we will increase user engagement, improve conversion rates, and enhance customer satisfaction.
Test #1
Test #1
Test #1
Hypothesis: Moving the attachments section closer to the add-to-cart button would improve user focus on purchasing decisions.
Execution: Updated the page layout using the CMS to reposition the section just below the fold.
Hypothesis: Moving the attachments section closer to the add-to-cart button would improve user focus on purchasing decisions.
Execution: Updated the page layout using the CMS to reposition the section just below the fold.
Hypothesis: Moving the attachments section closer to the add-to-cart button would improve user focus on purchasing decisions.
Execution: Updated the page layout using the CMS to reposition the section just below the fold.
+15%
+15%
+15%
increase in PDP conversion rate
increase in PDP conversion rate
increase in PDP conversion rate
+12%
+12%
+12%
boost in revenue per visitor
boost in revenue per visitor
boost in revenue per visitor
Follow up design
Follow up design
Follow up design
Moving the section higher proved successful, but the design was outdated and required too much friction to quickly view all attachments.
I worked on a new component for the carousel that was implemented after I had left to improve usability and visual UI.
Moving the section higher proved successful, but the design was outdated and required too much friction to quickly view all attachments.
I worked on a new component for the carousel that was implemented after I had left to improve usability and visual UI.
Moving the section higher proved successful, but the design was outdated and required too much friction to quickly view all attachments.
I worked on a new component for the carousel that was implemented after I had left to improve usability and visual UI.
Test #2
Test #2
Test #2
Hypothesis: Simplifying the app block would make its benefits clearer and improve engagement.
Execution: Replaced a busy animation with static app screen imagery and a clear headline using CMS tools.
Hypothesis: Simplifying the app block would make its benefits clearer and improve engagement.
Execution: Replaced a busy animation with static app screen imagery and a clear headline using CMS tools.
Hypothesis: Simplifying the app block would make its benefits clearer and improve engagement.
Execution: Replaced a busy animation with static app screen imagery and a clear headline using CMS tools.
+22%
increase in PLP conversion rate
+31%
increase in revenue per visitor
+22%
+22%
increase in PDP conversion rate
increase in PDP conversion rate
+31%
+31%
boost in revenue per visitor
boost in revenue per visitor
Test #3
Test #3
Test #3
Hypothesis: Adding a modal to compare Elite and PRO Theragun models would help users make informed decisions.
Execution: Implemented a modal using pre-built CMS components to allow on-page comparisons.
Hypothesis: Adding a modal to compare Elite and PRO Theragun models would help users make informed decisions.
Execution: Implemented a modal using pre-built CMS components to allow on-page comparisons.
Hypothesis: Adding a modal to compare Elite and PRO Theragun models would help users make informed decisions.
Execution: Implemented a modal using pre-built CMS components to allow on-page comparisons.
+12%
+12%
increase in PDP conversion rate
increase in PDP conversion rate
+13%
+13%
boost in revenue per visitor
boost in revenue per visitor
+12%
increase in PLP conversion rate
+13%
increase in revenue per visitor
Learnings and takeaways
Learnings and takeaways
Learnings and takeaways
Scrappy solutions work
Scrappy solutions work
Scrappy solutions work
Scrappy solutions work
Scrappy solutions work
Value of data-driven decisions
Value of data-driven decisions
Value of data-driven decisions
Value of data-driven decisions
Value of being data-driven
User-centered design wins
User-centered design wins
User-centered design wins
User-centered design wins
User-centered design wins
Adaptability matters
Adaptability matters
Adaptability matters
Adaptability matters
Adaptability matters
I applied these learnings to redesign the cart and checkout experience, focusing on simplifying the buy online, pick up in-store flow to reduce friction and improve the customer journey.
I applied these learnings to redesign the cart and checkout experience, focusing on simplifying the buy online, pick up in-store flow to reduce friction and improve the customer journey.
I applied these learnings to redesign the cart and checkout experience, focusing on simplifying the buy online, pick up in-store flow to reduce friction and improve the customer journey.
Keep reading
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Redesigning profiles to increase retention and revenue
Helped customers track entries and the impact of their donations, increasing sign ins and sign ups by over 40% and increased revenue by 580k in just two months.
Boosting Gusto's signup funnel via iterative testing
By introducing a password-free lead form and tailored content, I increased visits converting to leads by 15%, driving measurable growth for the business.
Redesigning profiles to increase retention and revenue
Helped customers track entries and the impact of their donations, increasing sign ins and sign ups by over 40% and increased revenue by 580k in just two months.
Boosting Gusto's signup funnel via iterative testing
By introducing a password-free lead form and tailored content, I increased visits converting to leads by 15%, driving measurable growth for the business.
Redesigning profiles to increase retention and revenue
Helped customers track entries and the impact of their donations, increasing sign ins and sign ups by over 40% and increased revenue by 580k in just two months.
Boosting Gusto's signup funnel via iterative testing
By introducing a password-free lead form and tailored content, I increased visits converting to leads by 15%, driving measurable growth for the business.
Let's connect
Open to new projects, collaborations, and conversations.
© 2024 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Let's connect
Open to new projects, collaborations, and conversations.
© 2024 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Let's connect
Open to new projects, collaborations, and conversations.
© 2024 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Let's connect
Open to new projects, collaborations, and conversations.
© 2024 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Keep reading
More examples of design that drives results.
Redesigning profiles to increase retention and revenue
Helped customers track entries and the impact of their donations, increasing sign ins and sign ups by over 40% and increased revenue by 580k in just two months.
Boosting Gusto's signup funnel via iterative testing
By introducing a password-free lead form and tailored content, I increased visits converting to leads by 15%, driving measurable growth for the business.
Redesigning profiles to increase retention and revenue
Helped customers track entries and the impact of their donations, increasing sign ins and sign ups by over 40% and increased revenue by 580k in just two months.
Boosting Gusto's signup funnel via iterative testing
By introducing a password-free lead form and tailored content, I increased visits converting to leads by 15%, driving measurable growth for the business.
Let's connect
Open to new projects, collaborations, and conversations.
© 2024 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Let's connect
Open to new projects, collaborations, and conversations.
© 2024 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.