Research phase

From Nespresso HQ analytics department, we have been time noticing that our established “modus operandi” we proceeded with each time we are launching a new machine was not optimal at all, and from UX team we wanted to find a better way to promote our latest launches that would improve both users and stakeholders experience with it.

The issue with our promotion method was mainly 2; From the customer side, the landing pages receive less and less interaction and conversion, and from the stakeholder’s point of view every time we needed to create a landing page that required significant hours budget from several departments, that it didn’t convert much then it didn’t make a lot of sense investing this budget on this.

Our hypothesis was that, if we would have a better PDP page we wouldn’t have the need to develop this kind of page. We also thought that the “awareness” factor (over the conversion rate) this landing page can pursue, was already accomplished with the rest of campaign done outside the eCommerce (commercials, emailing, boutique promotion…) that was one of the main concerns holding back some stakeholders.

 

We decided then, to give a chance to our hypothesis by launching 2 of our latest machines in a kind of A/B test; we’d launch one of them with the older Landing Page template, and the other one with the better PDP format. We couldn’t launch the same machine with the 2 displays since nota ll markets and stakeholders agreed.

In this project, I’m going to show you the results for the Landing page display for the new machine launch.

Design phase

Since we already had the design layout we were using since then for the landing page, not a further UX wireframing was required, so we directly passed to the UI phase of the design, using our photoshoots and our design system.

 

Validation. 

Once the page was released, we had the opportunity to properly tag everything we were interested to analyze in google analytics, and as we were imagining in the beginning, this landing page format didn’t have much success in terms of conversion, so this gave us the boost to proceed with the better machine PDP format.

Bounce rate: 70%*

Number of views: 1,30*

Time spent: 1:33*

Scroll depth: 60%*

_{*All numbers shown are fictional due to privacy policy.}