Direct Purchase Option Boosts Football Landing Page Conversion Rates
Discover how simplifying navigation led to a 4.2% increase in conversions. Uncover key insights on enhancing user experience and engagement.
Metric
Conversion rate
Lift change
+4.2%
Control
Variation
If we allow customers to purchase directly from landing pages, then the conversion rate will improve because there will be less friction, making the path to completion quicker and easier.
What We Changed
- Improved the content hierarchy and structure to better educate customers arriving from ad traffic.
- Added a product card to the Football landing page.
- Enabled direct purchase from the landing page.
- Removed the need to redirect to another page.
Detailed breakdown
Conversion Rate
+4.2%
Add-to-Cart Rate
+2.5%
Revenue
+3.6%
Bounce Rate
+9.6%
Key Learnings
- Direct purchase options reduced friction in the buying process.
- Fewer clicks increased conversion rates by simplifying user journeys.
- The bounce rate increased possibly due to quicker decision-making.
- Revenue saw a positive lift due to improved conversion rates.
