William Murray Golf
- Ecommerce
- Performance Testing
- Lead Generation
Small changes often lead to the biggest results.
William Murray Golf brings fun and playfulness to the world of golf apparel. The small company has continued to grow rapidly. However, as with all ecommerce sites, subtle user experience choices either pull customers in or push them away. Without testing, it’s impossible to know how much money is left on the table.
"I really enjoyed working alongside Reusser to enhance our product detail page. They provided a clear and thoughtful approach not only to testing, but holistically what would be impacted by the changes that were being tested. The William Murray Golf team could not be more pleased with what a big impact these small refinements have contributed to our bottom line."
Our Approach
Rather than recommend site changes based purely on aesthetics or preferences, we wanted data to drive design. To get those numbers, we suggested running an A/B test, using Google Optimize. This website optimization tool would allow us to route:
- 50% of site traffic would view the unaltered product detail pages
- The other 50% would view our redesigned product detail pages
The test would run for 6-8 weeks, until it reached statistical significance and we’d measure whether or not the test page would win based on the change in add to cart rate or conversion rate between the two pages.
"William Murray Golf is a strong brand and has a reputation for delivering positive customer experience. We wanted to help the William Murray Golf team deliver this same positive experience with their online shopping experience. Designing and testing two different experiences gave us insight into what customers are doing and how we could increase conversion. We got to work with an amazing team and help them grow their business. Win, win!"
The Solution
After brainstorming, we decided on several design changes:
- Shrink the product name
- Place the product description inside a collapsible drop-down
- Decrease the size of the product image
- Increase the size of the product price
These may seem counterintuitive, but we believed bringing key details above the fold and making them more visually apparent would encourage visitors to take action.
The Results
After six weeks of A/B testing, the statistical differences between the control pages and the redesigned pages were too significant to ignore:
"We had a hunch that making changes to the product detail page would result in an improved user experience, but it was important to us to back those changes with data that proved William Murray Golf would see a positive impact. In this case, the test data supported an improved add-to-cart rate and an increase in conversions. It’s safe to say both the Reusser team and the team at William Murray Golf were thrilled with the results!"
