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--Case study
Unboxme

eCommerce

General Results

Uplift CVR
17.26%
4 winners in 6 months
Total of winner tests during the contract period
$421.632
Total extra Revenue generated per year
7.10%
Pages per visit increased
-0.26%
Bounce rates decreased
2.47%
Average visit durations increased

Project Summary

About
📍 Location: USA, California
🗓️ Start Date: 31/05/23
Status
On-going
Return on Investment
3.01X

Overview

Core Value | General info they shared during the Kickoff meeting

Unboxme is all about delivering joy – to our customers, to people receiving our gifts, and to the incredible small businesses we’re honored to work alongside. What began as personal care packages for our nearest and dearest organically grew into a fully-fledged company, and before we knew it, we were sending hugs in boxes across the country!

Top performing A/B tests

Category highlights 1/4
Hypothesis

Adding UGC in PI will make it more relatable and motivate user to take action

Goals
  • Increase add to cart
Results
VariationsConversion RateVisitorsConfidence Level
Original Page10.27%1,87092%
Variation11.75%1,864
BEFORE
AFTER
What is inside 2/4
Hypothesis

Allow users to recognize the products

Goals
  • Increase add to cart
Results
VariationsConversion RateVisitorsAdd to CartConfidence Level
Original Page-1,507-88%
Variation+1%1,550+9.55%
BEFORE
AFTER
Shipping Progress Bar 3/4
Hypothesis

The user will see an opportunity to reach Free shipping at $85.

Goals
  • Increase AOV
Results
VariationsConversion RateVisitorsRVPAOVAdd to CartConfidence Level
Original Page-3,169$6.96$6.96-99%
Variation+19.68%3,154$7.55$7.55+59.56%
Increment--8.45%10.88%-
 
BEFORE
AFTER
Cart Optimization 4/4
Hypothesis

Optimize the main cart page with different value propositions to promote proceed to checkout, and offer a cleaner experience.

Goals
  • Increase engagement on product description
  • Increase Revenue
Results
VariationsConversion RateVisitorsGoal: RVPGoal: AOVConfidence Level
Original Page6.07%7,529$4.39$72.3593%
Variation6.67%7,560$5.17$77.57
Improvement10%-17.8%$77.57
BEFORE
AFTER
Process

Research: Audit

Based on the above data, there are several key findings regarding the website's performance and user behaviour:

Visitors landing on the homepage are going straight to the hamburger menu to navigate to collection pages where we have less clarity, users do not use PLP filter options, few elements use a lot of space reducing visibility to other elements

Less than 60% users are not scrolling beyond the “Send a hug in a box” Section on the homepage

Users really loved the website, loved the personalized gift items and box packaging

Build-a-box page: Users are not interacting much with colour selectors for box, or for filters and category selectors in step 3 when they have to select a product. They have to browse a lot to find suitable items

Build-a-box page: The thumbnail images are noticeably small and lack clarity, leading to a subpar user experience. There is no product highlighting in the initial view, affecting visibility. Additionally, the PDP lacks badging details that are emphasized on the PLP.

The cart page layout appears misplaced, with minimal product visibility. The checkout CTA is not immediately visible. Redesigning for clarity is recommended.

Development

Timeline of implementation
(5 days to implement the test via convert) DEV + QA

After the client approves the design, we move forward with the development of the test. This process typically takes around five days, including the quality assurance (QA) process. Once complete, we share a preview link with the client.
If they approve, the test is launched

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