Buhlian

Project Overview

On the Miinto e-commerce platform, the activation of users is a key optimization focus as it improves the relevance of the site and drives more insights and potential revenue. The key activation on the product detail page is the add-to-cart event - i.e. where the users selects a product size and adds the product to their cart. This behavior is highly correlated with the actual conversion rate, thus by improving the former we will also drive more revenue. As a result, I did a product detail page analysis to identify ways to improve the primary objective of increasing the add-to-cart rate.

The Challenge

From the product detail page analysis, it was clear that users do not realize if one or more product sizes are low in stock, and thus do not proceed to add the product to the cart before their size become unavailable. The case of product detail pageviews where at least one size of the product is low in stock make up a high share of all product detail pageview sessions. Thus the potential value of solving this issue is significant.

The Approach & Solution

To proceed with the project, I defined the following hypothesis: Addding “Few left” tags on the product page will improve conversion rate. By displaying stock level info up front for the user, you ignite a sense of urgency in the user that translates into action if the product is relevant. To test this hypothesis, I developed a test variant of the product detail page with the addition of "Few Left" tag in the sticky cta section and on the upper-right corner of the primary product image. Below you can see examples of the control and test variant for the test.

The test was targeted at the miinto.se site, for mobile users only and only set to be activated if the specific product had minimum one size with a low stock indicator (in the size dropdown).

The Results

With more than 880K test sessions, the test proved sucessfull in significantly lifting the conversion rate (+6%) and the add to cart rate (+7%) - i.e. the hypothesis can be accepted. With these performance uplifts, a full implementation of the "Few Left" product tag feature on all Miinto websites would drive an estimated +7-10M EUR GOV annually - all of this with minimal development required as the feature can be activated directly from the frontend. As a result, this feature has been added for the Miinto tech roadmap awaiting deployment in the upcoming future.