Enhancing user experiences on Cariuma's product page.
Classification
CARIUMA
Overview
The goal of this project was to optimize Cariuma’s product page to improve user engagement and conversions, especially during out-of-stock periods. By refining the communication around product availability and streamlining the process for users to sign up for restock notifications, we aimed to reduce user frustration, encourage repeat visits, and ultimately drive higher sales once products were available again.
Service
Web Design
UI/UX Design
A/B Testing
Content
Duration
8 Weeks
The Challenge
Cariuma faced several key challenges, particularly when high-demand items went out of stock: 1. Communication of Product Availability: Popular products frequently sold out, and it was crucial to communicate this to users in a way that didn’t frustrate them. The previous product page didn’t effectively highlight when an item was out of stock, leading to confusion. 2. Missed Conversion Opportunities: There was no clear way for users to sign up for restock notifications, which meant they often lost interest in products they couldn’t purchase at the moment, resulting in missed sales. 3. User Flow Confusion: The existing product page layout lacked clarity during stock-outs, making it difficult for users to navigate or take action, leading to higher bounce rates.
Understanding The Problem
The Solution
To address these challenges, we focused on optimizing key aspects of the product page:
The “Notify Me” button replaced the “Add to Cart” button when a product was out of stock, ensuring users could immediately see and take action without having to scroll or search. This change made restock alerts more accessible, leading to higher engagement.
We simplified the interaction process, ensuring that users had a clear, intuitive path to take action, even when the product was unavailable.
To determine the most effective way to handle out-of-stock messaging and user engagement, I ran A/B tests focusing on the placement and visibility of the "Notify Me" feature. Version A placed the "Notify Me" button below the product details to avoid having two buttons ("Out of Stock" and "Notify Me") competing for attention in the same space. This approach aimed to maintain a cleaner layout while still offering users a way to sign up for restock alerts. Version B replaced the "Add to Cart" button with "Notify Me" when the product was out of stock, keeping it in the user's direct line of sight.
Clicking the “Notify Me via Email” button triggered a pop-up where users could join the waitlist. This made the sign-up process clear and smooth, keeping users engaged without navigating away. It also reinforced the product’s popularity in a simple, branded way.
The Result
View Prototype:
Branding
Colors
Typography
Spacing
Corporate Event Portal
1. Strategic Placement: Placing key features like "Notify Me" near decision-making points significantly boosts engagement. 2. Clear Communication: Clearly and prominently communicating product availability reduces user confusion and frustration, especially during stock-outs. 3. Ongoing Testing: A/B testing helped identify the most effective strategies and informed design changes, leading to better results. By applying these insights, we were able to optimize the product page, improving user engagement and conversions. This project reinforced the importance of continuous iteration, data-driven decisions, and cross-functional collaboration in delivering a superior user experience. Through a combination of strategic feature placement, clear communication, and data-driven design decisions, we were able to significantly enhance the product page's performance. The results were a smoother user experience, higher sign-up rates for restock notifications, and an increase in conversions when the product became available again.
