JFW Ecommerce PDP & Cart
PM + UI / UX + Development
![](https://dustinduchene.com/wp-content/uploads/2023/03/hero-2022.jpg)
The Product
Improve UX from product description pages and shopping cart.
User Problem(s)
- Product description lacked depth
- Lacked product comparison for similar products
- Shipping/delivery options and pricing not visible
- Inventory/in-stock not visible
Business Goal
- Increase average order value
- Reduce checkout abandonment
Constraints
- Updating checkout page not in this phase of the project scope
- Internal systems do not allow for est. shipping and delivery times
- 14-day return policy while industry leaders have 30-day
Client
Johnson Fitness & Wellness
CEO, CMO, Ecommerce Director
Live Site
Year
2023
![](https://dustinduchene.com/wp-content/uploads/2023/07/half-width-PDP-23-2.png)
The Research
"Ok... I had to make my way all the way to checkout to find out the shipping options and cost."
- Website user
"What if this home gym doesn't fit in my basement? ... Can I return it? I can't find how that works."
- Website user
"With price tags like these, I'd like to know what I'll pay in sales tax [and available financing]..."
- Website user
Users
- No visibility on tax, shipping options and costs, and return policy
- No visibility on financing/payment options
- Lack ability to zoom on product images
- Can't compare product attributes on same page
- Product descriptions not easily scannable
Business
- Increase AOV via add-on products
- Decrease cart & checkout abandonment rate
- Drive more in-store traffic
- Increase in-store sales
The Design
The goal was to improve the UX across the board on the PDP and cart:
- Implemented respected online financing option for our user. Allowed for a financing widget on the PDP, in cart, and checkout
- Updated gallery with zoom light box + thumbnail images rather than dots
- Consolidated "cardio fame" + "console/display" (initially 4 separate products) into a single product with ability to select/compare consoles for single frame
- Integrated inventory and added "on display" and "in stock" callout based on local store, along with feeds to paid search
- Moved product add-ons from above the "add to cart" into a lightbox that fires after "add to cart" is clicked
- Added estimated shipping and tax (with the ability to edit zip code) in cart
- Added company value props within shopping cart under checkout button
- Added sticky navigation to product description for better accessibility to different sections
- Added shipping and return details link above "add to cart"
- Added shipping details link above "add to cart"
The Analysis
After go live, we saw the following:
- 36% of previous total year's ecommerce financing revenue in first week
- 41% of hard good purchase now include at least one additional product
- 80% increase in YOY launch-to-date ecommerce sales
- 76% increase in YOY launch-to-date ecommerce orders
- 15% increase in YOY launch-to-date ecommerce AOV
- 7% decrease in YOY launch-to-date ecommerce users
It's never a finished product. More improvement needed in the following areas:
- Implement a photo res-up API, and add actual zoom capabilities on image gallery
- Move shipping/delivery options/methods along with estimated delivery dates to PDP, and allow users to select at this stage
- The entire checkout UI/UX
- Working with stakeholders for better return policy and can push "worry free returns"
- Working with fulfillment team to provided est. delivery timelines per shipping option