UX Enhancements and A/B Testing for CustomMade's Browse Experience
CustomMade's product catalog presented the team with some unique problems to solve for thanks in part to legacy SEO decisions. The gist is that a majority of users from organic search were landing very deep within the catalog, bypassing higher level site content and UX layers that would provide context, and/or doorways to other more relevant products to consider purchasing.
We identified that the biggest fires to tackle first were some general page-health metrics (bounce and exit rate in particular) that needed major improvement—the rest would follow. Working within the constraints of our existing on-site CMS campaign slots, we devised an A/B test to help verify that if we initially show users some highly curated and relevant browse category options rather than sub-optimal catalog listings, we would then see a dramatic improvement in browse behavior. Whereas previous efforts attempted to solve the problems globally with more generic strategies, I advocated that this round of testing was an opportunity to focus on each category individually with context-specific visuals and verbiage. The resulting user behavior shifts in each category were dramatic, opening up team dialogs and opportunities for further enhancements, mobile-first refactoring, catalog developments, and more extensive testing.
Off-Canvas Concept, Mobile-First