Removing friction to purchase by clearly listing the package size

Key information in the right place has an outsized impact

When a leading retailer of regeneratively farmed meat products partnered with Addison Applications for Conversion Rate Optimization (CRO), we recognized an opportunity to further enhance their already successful online shopping experience. While their conversion rate was solid, we identified areas where strategic improvements could drive even greater results. Our team was eager to explore these possibilities and implement changes to elevate their performance.

+7.5%

Conversion Rate

+3.7%

Revenue Per Visitor

~$70k a year

Annualized Revenue

Challenge

Based on a qualitative review of the site, we noticed that the serving size of each product wasn't easy to find on its respective PDP page. The Addison team does its grocery shopping online, and recognized that serving size is a key piece of information that if users couldn't find easily, could lead to people dropping out of the conversion funnel.

Our Solution

We tested adding the package size just below the product title on the PDP pages. This was a small, text only change that required minimal development.

Results

Adding the package size in a prominent location lead to a 7.5% increase in conversion rate and a 3.7% increase in Revenue per Visitor for each user who hit a PDP page during the test.

Takeaways

Great ideas that impact key business metrics can come from qualitative ideas gathered by discussing the site with possible users. The quantitative data that proves its a good idea comes from the test itself.

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