Conversion on Mobile
Consumer Reports
THE OPPORTUNITY
CR wanted to increase mobile conversions in 2019 as mobile usage trended upward.
The current add-to-cart page had too many choices and wasn’t updated for a long time.
THE CHALLENGES
The project wasn’t on the product roadmap.
Marketing was the primary driver for conversion tests.
Would they allow a single offer?
MY PROCESS
I created a prototype based on UX Researcher Tak’s idea.
Shopped it around
Found the right stakeholder to make it happen and prioritize it.
THE RESULTS
Version B beat the control by 17.6%, with an increase of average order by $.41.
The winner was rolled out to 100%.
UX has a seat at the table and can propose conversion ideas.