Case

More online sales

Qiayina, a Chinese cosmetics company, wanted to up their sales
on Tmall, the Chinese version of Amazon. We redesigned their product
page based on customer insights. The result: a 33% higher conversion rate.





Challenge

Qiayina has a shop on Alibaba’s Tmall platform, selling different types of hand and foot cream. Our team in Beijing was asked to redesign the banners and product page for one of their best-selling products. The goal was to improve the conversion rate and generate customer insights to be used on all product pages.



What goes on in the buyer’s mind?

We combined multiple research methods to discover missing information and other barriers that might prevent the Chinese consumer from buying the product. Techniques we used:

  • Analysis click data
  • Surveys with existing customers
  • Customer interviews
  • Thinking out loud test
  • Chat log analysis
  • Review analysis
  • Competitive analysis

Discoveries

One of the barriers we found was that potential buyers did not understand how much cream they needed. We designed a table to answer this question.





Screenshot from user test compilation video



Another interesting finding was that the Chinese consumers were not scared away by the “before-images” showing the cracked skin. However, they judged the images to be fake and unreliable. In the new design we used more realistic images. In general Chinese consumers are cautious towards anything you claim on your site. They actively do search queries on Tmall and Baidu (Chinese Google) to find proof of authenticity.



Validation

We had several sessions with the client to discuss and validate our ideas for new content. After that we validated our results with a local test panel.




28.000+ pixels of product info

We added a lot of extra content to provide all the missing information and created an extended product detail page (PDP). We used storytelling techniques to persuade the visitor to keep reading and stick to the page.


Scroll hint

The Tmall visitor usually checks only the upper 5 content blocks of a product detail page. How to convince them to keep scrolling? We designed a scroll instruction, informing about the available content on the rest of the page. We tested many versions of the scroll hint before implementing.


Result

We were able to boost the conversion rate by 33%, as measured over a 3 month period, comparing before and after. Conversion went up despite the fact that the rate was already quite high, and despite the fact that the client invested in more traffic to the site.

The other goal was also reached: many of the new content elements were used for other product pages.




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