Product Page Optimisations That Drove a 75% Increase in 'Add to Cart' Events

GF Oats case study

OVERVIEW



By analysing customer behaviour, data analytics, and UX best practices, we outlined various optimisations. We strategically prioritised tasks based on potential ROI and client resources, focusing our efforts on optimising the product page to enhance the customer experience.
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GF Oats partnered with Clever Conversions to conduct a comprehensive audit aimed at identifying key areas of improvement.
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75%+

75% increase in add-to-cart events.
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8.4%+

8.4% increase in PDP conversion rate.
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BEFORE

before product page
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OPTIMISED

after product page

OBJECTIVE

Our primary objective was to increase the number of 'add to cart' events on the product page. This goal was set to directly measure the effectiveness of our optimisations in enhancing user engagement and driving up sales conversions.

THE CHALLENGE

The original product page was information-rich but poorly structured, making it difficult for customers to quickly understand the value and key benefits of the products. The challenge was to distil and communicate essential information in an accessible and effective manner.

THE SOLUTION

Our strategic redesign of the GF Oats product page featured targeted enhancements aimed at eliminating barriers to purchase and simplifying product information, thereby encouraging more add-to-cart actions.

01.
Product Name

The product title was changed from "Aussie Traditional Oats" to include "nil gluten contamination" to directly address the nil gluten attribute, addressing the core customer concern and attracting more attention.
product name optimisation

02.
Cost Per Serve

A clear breakdown of cost per serving was added next to the price for different product sizes to help customers understand the value based on quantity, enhancing their decision-making process.

03.
USP Icons

Key unique selling propositions (USPs) were prominently highlighted with icons to quickly and visually communicate the product's features and benefits, offering an easily digestible and more effective alternative to text alone.
cost per serve

04.
Key Product Highlights

Key product highlights were simplified making technical details about gluten content and health benefits more accessible and understandable.
product description optimisation

05.
Removed Unnecessary Elements

We streamlined the design by removing extraneous elements such as payment options and social media icons, focusing on the key benefits of the product. This cleaner design aids in highlighting the product's main features, simplifying the decision-making process for customers.
after product page

THE RESULTS

The collaboration between GF Oats and Clever Conversions focused on a thorough audit and strategic redesign of the GF Oats product page, yielding significant results in user engagement and conversion metrics.

By implementing a series of targeted enhancements, we addressed key customer pain points and streamlined product information, which markedly increased the ease of navigation and the clarity of product benefits.

As a result, the specific product page for Traditional Oats saw a remarkable 75% month-over-month increase in add-to-cart events.

Across all product pages, we observed a 39% increase in similar actions, indicating a broader impact of the optimisations.

Additionally, the conversion rate on the oats product page climbed to 8.4%, a clear indication of enhanced user interaction and interest conversion into sales.

These outcomes not only demonstrate the benefits of a focused and user-centric redesign but also set the stage for continuous optimisation efforts to further refine and enhance the customer journey at GF Oats.

Client: GF Oats
Developer: Mermaid Devs
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