Reducing product discovery friction

Product Designer (Growth) | 3 weeks
Tools used | Kameleoon, Fullstory, Tableau

Testing a structured shop landing page to improve product discovery and increase conversion.

Background

When customers clicked the shop CTA on the MPB homepage, they landed on an unfiltered search results page sorted by price high to low. Fullstory analysis showed users performing multiple search actions to find what they were looking for, with the search bar and menu being the most used elements on the page.

This suggested the experience wasn't helping users find kit quickly. We wanted to understand whether a structured, category-led landing page would reduce that friction.

The goal

Improve product discovery and increase Add to Basket rate across all markets, with secondary goals of improving Buy CVR and purchase conversion in GBP, USD, and EUR.

The hypothesis

We believe that replacing the unfiltered search results page with a focused shop landing page, organised by top-level categories, would make it easier for customers to find kit and increase Add to Basket rate.

What we tested

An A/B test across five markets: UK, US, DE, EU, and FR.

Control (50% traffic allocation): All search results page, sorted by price high to low
Variation (50% traffic allocation): A category-led shop landing page with visual cards linking to top-level product categories

The results

The experiment ran for 3 weeks across five markets.

The shop page meaningfully improved how users navigated the buy funnel. Across markets, 61% of users who landed on the shop page continued to a category or model page, compared to 24.5% in the control, confirming that buyers needed to be guided rather than dropped into an unfiltered results page.

Users on the shop page were also far less likely to rely on the search bar or menu to find what they were looking for, with usage dropping to between 4.3% and 12.6% across markets, down from 41.4% to 46.8% in the control.

On Add to Basket, the variation performed positively in the UK (+11.75%), US (+2.23%), and FR (+14.41%), reaching statistical significance in France at 98.32%. On purchase conversion, the UK, EU, and FR all improved, with EU (+37.79%) and FR (+24.84%) reaching statistical significance.

DE and EU showed negative Add to Basket results, pointing to potential differences in how users in those markets prefer to navigate and search for products.