Project summary

Project details

Research and discovery

• At the start of the project, I wanted to gain an understanding of what could be the cause of such high exit rates on PDP from paid marketing users. I decided to launch an exit intent survey to that specific user segment and received approximately 700 answers (between 11th and 15th October 2024).
  • View survey data
• After evaluating the experience of a paid marketing user landing on a PDP on a mobile device, together with the PM, it became clear to us that certain elements (such as the app download/open banners above the header, or a carousel of similar items shown above the product’s information) were detrimental to the UX of that page and we had to change them.
• An assumption we had for the cause of high exit rates was that users didn’t have much trust in the NOTHS brand. We wanted to verify if a large proportion of paid marketing users exit the PDP due to a lack of trust in NOTHS, and if so, how small or big the impact was. We believed that people who didn’t know the NOTHS brand were not going to be quickly or easily aware that we’re a genuine marketplace with 18 years of experience and a large catalogue of products sold by verified Partners. I decided to launch another survey on the PDP, which was completed by approximately 350 paid marketing users between the 16th and 28th of October 2024.
  • View survey data

Design process

Focusing on low or medium-effort changes

Mainly due to the urgency of needing to reduce our exit rates on PDP, and team capabilities, the work done for the hypotheses we developed had to be towards the low or medium level of effort to implement. This way, the team can deliver changes quickly to test, learn, and pivot as necessary.

The following changes were done over a few months (starting around October 2024, up to March 2025):

Layout and content optimisations (1st October 2024 – 20th January 2025)

Context

We believed that our PDP layout delivered a sub-optimal experience to all users, and especially to paid marketing users. Considering that NOTHS needed to reduce its CAC by reducing the exit rate of this segment of users, we evaluated the PDP experience with a focus on the paid marketing users’ experience, developed assumptions and prioritised our actions.

Assumptions

1. The app-related banners and “similar items” carousel being placed at the top of the page were a big driver of the high exit rate.
2. Paid marketing users are more likely to be first-time NOTHS visitors and would not have a strong intent to download the app so it would be safe to remove those banners.
3. The “similar items” carousel being placed above the product details was causing a confusing experience and was disruptive to the journey.
4. Users might be interested in viewing the products in that carousel, but only after they’ve seen the details of the main product on the page.