Samsung

CONVERSION RATE OPTIMISATION 

UX Enhancement and Conversion Rate Optimisation through Iterative A/B Testing

Introduction

Samsung.com is a key performance channel, with eCommerce websites in most European markets and millions of visitors each week it represents a significant revenue opportunity.

Our team was focused on achieving growth for Samsung across several European markets through Conversion Rate Optimisation (CRO). Developing tests across the different sites, leading to higher conversion rates, increased order values, engagement and user satisfaction.

Role: UX Lead & CRO Specialist

Responsabilities:

Insights Analysis & UX Strategy.

Test ideas generation. 

UX concepting & prototyping.

Stakeholder engagement.

Test monitoring & iteration. 

Samsung CRO Objectives

Enhance user experience

Streamline the interface and functionality to create an intuitive, engaging customer journey.  increasing user satisfaction.

Increase Revenue

Enhance the e-commerce platform's ability to convert visits into sales by streamlining the purchase process and removing obstacles to conversion. 

Gain Deeper Customer Insights

Conduct tests to uncover the motivations, deterrents, and persuaders of our users. Guiding future enhancements

Permanent Integration of Successful Tests

Identify and integrate successful tests into the website permanently, contributing to sustained business success.

Strategy and Approach

We developed a streamlined approach to testing and rolling out data-led improvements to Samsung.com. This is a monthly process that encompasses several stages, each critical to the iterative process of improving user experience and conversion rates. 

Test execution

Personalised Search for Black Friday

Black Friday is a period characterised by high traffic. Additionally, user motivation, propensity, and behaviour during this period create a significant opportunity to enhance conversion rates.

Insights

Insights from previous Black Friday traffic on Samsung.com highlighted key patterns in user engagement with the search tool, laying the groundwork for potential testing ideas. The key insights revealed were:

• Search Tool Reliance: Users were heavily reliant on the search tool during Black Friday. Search terms revealed that while some users were simply searching to find all available deals, a significant proportion had clear intentions about what they were looking for.

• Device-Specific Preferences: Search terms varied between device types, suggesting differences in preferences and priorities, particularly between Android and Apple users.
  

• Cross-device purchasing pattern: Customer research indicated that more than 50% of new smartphone buyers who also purchased wearables did so within six months of purchasing their phone. With flagship product launches occurring a few months before Black Friday, we assumed that anyone who had purchased a new phone during this period was likely within the window to consider a wearable.

Ideation

The insights showed an opportunity to run a test on the search tool, they also showed an opportunity to leverage device detection to create a personalised experience. 

• Hypothesis: By providing a personalised search we will help users with their specific needs, getting them to the products they want faster, therefore increasing conversion.                        
• Test scenario: Replace the 'Popular keyword' section in the search module with personalised product recommendations based on the device the users is using to visit the site.
• KPIs: Conversion Rate and Average Order Value

Design

Inspired by competitor research a more visual search results was designed, highlighting product imagery and price reduction.

Previous tests we have implemented which used a Countdown timer have proved succesfull so a countdown timer was also included to leverage urgency tactics. 

Conclusion

The test validated our hypothesis, with personalized search results outperforming generic search results. This test not only reinforced the importance of leveraging detailed user insights to tailor digital experiences but also demonstrated the potential for personalisation to drive e-commerce success.

This test highlighted the importance of understanding regional differences and the need for market-specific adaptations in global strategies. Future tests could benefit from even more localized adjustments to align closely with regional shopping behaviors and preferences.

Results and Impact

The test run in 6 European markets for just over 2 weeks. Overall the test performed positively, generating an additonal €266,394 for Samsung. The test showed that results varied significantly between markets, for example Spain witnessed +10.7% CVR and Belgium +1.6% CVR, reflecting the diverse consumer behaviour across regions.

+0.85%

Average Conversion Rate

+11.18%

Average order Value

€266,394

Total revenue generated from the test

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