Web Development, API Integration, A/B Testing, Test Analysis
Design and implement a new page design for incoming traffic from Product Listing Ads (PLAs). The new page design should be A/B tested with the goal of decreasing bounce rate and increasing overall engaged conversion rate.
Developed a new page template that utilizes our internal product api to dynamically call product information based on url parameters that are passed when a user comes from a PLA. Configured A/B test and analysed results.
Manager, Interaction Design
Aug 2017 - Present
This test is designed to determine if we are using the most effective style of landing page for PLA traffic that is being driven to our website. Currently we drive PLA traffic to our product PIP page, but recently we have seen our competitors sending their PLA traffic to a page that is more in line with our PLP with the product selected as the feature at the top of that landing page.
The primary success metric for this test is overall conversion rate as well as conversion rate for the associated products.
Today, our PLAs take a user straight to the product information page.
In this test treatment, we’ve created a completely new style of landing page that is essentially a hybrid of our PLP and our PIP. The abbreviated product information at the top of the page gives a user just enough information to determine if they want to proceed while providing alternatives below from the same product family.