Driving Revenue with a Simplified Product Detail Page

Urban Planet, a key brand within YM Inc.'s portfolio, is a rapidly expanding Canadian fashion retailer.

They are dedicated to providing trendy apparel at affordable prices to a dynamic demographic of men and women aged 16 to 24.

To enhance their online performance and improve the customer journey, Urban Planet partnered with VML to optimize their Product Detail Page (PDP), aiming to increase add-to-cart rates and drive revenue growth.

The Challenge

With a focus on enhancing the customer journey and maximizing online conversions, Urban Planet engaged VML to optimize their Product Detail Page (PDP). The primary objectives were to simplify the user experience, increase add-to-cart rates, and ultimately drive revenue growth.

Key goals:

Large SKU Count: Managing a vast inventory of 30,000 SKUs, requiring a streamlined and efficient product presentation.

Low Add-to-Cart Rates: Identifying and addressing the issue of users not adding items to their cart as frequently as expected on both mobile and desktop devices.

The Solution

To address the challenge of low add-to-cart rates, Diff focused on simplifying the design of Urban Planet's Product Detail Page (PDP) and highlighting their unique value proposition (UVP) of low-cost shipping and returns.

PDP Design Simplification
Diff streamlined the design of the PDP to reduce clutter and focus user attention on key product information. This simplified design made it easier for users to quickly understand the product and its benefits.

Highlighting the Unique Value Proposition (UVP)
Diff prominently displayed Urban Planet's UVP of low-cost shipping and returns on the PDP. This clear communication of the UVP resonated with users and encouraged them to add items to their cart faster.

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The Outcome

By implementing a data-driven approach to PDP optimization, Diff not only increased revenue for Urban Planet but also gained valuable insights into their users' motivations and behaviors.

• Diff conducted multivariate tests to determine the optimal design and messaging for the PDP, ensuring that every element was aligned with user motivations and behaviors.
• The testing process provided valuable insights into how users perceive the cost of shipping and returns, allowing Urban Planet to tailor their messaging for maximum impact.
• Highlighting the unique value proposition on the PDP made it easier for users to understand the cost of shipping and returns, leading to increased conversions and a significant revenue boost.

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​“I’m super happy with what diff was able to deliver within the timelines that we set. I would recommend VML to anyone migrating from any platform to Shopify Plus or starting from scratch on Shopify. They do quality work and there are great people on the team.”

Victoria Ellis
Director of ecommerce at YM Inc.​

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At a Glance

Type of Project

<sup>- Shopify Plus Platform Migration & Redesign
- Multi-brand, bi-lingual, multi-country stores</sup>

Services

<sup>- UX Design
- Theme Development
- App Development
- ERP Integration
- Data Migration
- QA Testing
- Training
- Go Live Support</sup>

Integrations

^{Island Pacific ERP (Orders, Inventory, Fulfillment, Products)
SVS (Gift Cards)
Shopify Plus core features
Automated merchandising between stores
Inventory balancing for multilingual products
301 Redirects
Google Analytics}

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Looking Ahead

By embracing a data-driven approach to website optimization, Urban Planet has not only achieved a significant revenue increase but has also gained a deeper understanding of its customers' motivations and behaviors. This newfound knowledge, combined with a streamlined product detail page, empowers Urban Planet to continuously refine the user experience, optimize conversions, and maintain a competitive edge in the fast-paced world of online fashion retail.

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