Highlighting Product Details and Comparisons to Increase Add to Basket and Conversion Rates

Increase Add to Basket (ATB) rates and overall conversion by improving product information and comparison capabilities on the Product Listing Page (PLP).

Industry

Tobacco and Vaping

My Contributions

Design & UX Recommendation

Country

50-101

Challenge

Usability testing revealed that incomplete product information for devices and bundles on the PLP was negatively impacting the ATB rate and, consequently, revenue. 9 out of 10 participants expressed the need for more detailed information on bundles.The lack of information for Vuse Go disposables made it difficult for users to compare products.With new vape devices launching soon, the current layout could exacerbate friction during product comparison.

Results

The introduction of device comparison content led to a 2.54% sitewide uplift in transactions, resulting in 648 annual incremental sales.

35%

Improved Onboarding Process

25%

Increase in User Retention

84%

Increase in Time Spent on Website

Process

Evidence Review

Usability testing highlighted the lack of detailed product information as a significant barrier to adding items to the basket. The need for better comparison tools was particularly noted for bundles and Vuse Go disposables.

Hypothesis Development

Proposed that by introducing device comparison content, particularly for disposables, users would have an easier time making informed decisions, leading to higher ATB and conversion rates.

Design Implementation

Replaced the static “S’ABONNER À VUSE” banner at the top of the PLP with a new yellow accordion menu (mobile only), which is sticky to the top of the browser.
The menu is collapsed by default and expands upon click, pushing all other PLP content further down the page.
Ensured that all content within the menu is static, providing users with easy access to necessary information without overwhelming them.

Testing & Analysis

Conducted A/B testing to evaluate the impact of the design changes on user behavior.

The test results showed a 2.54% increase in sitewide transactions, confirming the effectiveness of the new layout in improving user experience and conversion rates..

Trusted by Professionals

Endorsements from Leading Industry Professionals. I've included a selection of standout testimonials from my previous work.

Kowsar is a highly skilled UI/UX designer. We collaborated on UX projects for clients of all sizes, including major international brands. Kowsar provided valuable insight and excellent solutions throughout these projects. He is also a great team player. I highly recommend working with him.
Laszlo Zagyva
Design Lead, Speero
Kowser is a truly dedicated product designer. As his mentor, I've seen his dedication and passion in action. He's always eager to learn and is a creative problem solver. He's a great team player and a true professional.design.
Shoaib Mahmud
Product Designer, Toptal
Kowsar has all the skills and passion you want from a UI designer. Happy to recommend him to anyone!
Mike Fawcett
Founder, Mammoth - Website Optimisation
Kowsar's UX/UI work quality was excellent. He was able to provide a clean, top-notch design based on the big list of ideas he was provided with the design project. He works quickly and efficiently. Kowsar is a smart and friendly collaborator and an excellent communicator.
Christina Rudyj
Director, American College of Physicians
Genius, passionate, hard working and dedicated... I can see Mamun with full of these objectives. HIs design sense and cooperation ability is superb. He can easily adjust with any team to fulfill the UX requirements. I personally highly recommend him.
Saeef Minhaz Uz Zaman
Team Lead, Gold Kinen