PROJECT SHOWCASE

Urban Planet: Driving Revenue Growth Through PDP Optimization

A data-driven approach to website optimization, focusing on simplifying the Product Detail Page (PDP) to enhance the customer journey, increase add-to-cart rates, and drive significant revenue growth for Urban Planet.

Client

Urban Planet

Industry

Fashion

Key Technologies

Shopify Plus

Project Type

Shopify Plus Platform Migration & Redesign, E-commerce Optimization

Urban Planet, a key brand within YM Inc.'s portfolio, is a rapidly expanding Canadian fashion retailer 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 sought to optimize their Product Detail Page (PDP), aiming to increase add-to-cart rates and drive revenue growth.

Our Challenge

With a focus on enhancing the customer journey and maximizing online conversions, Urban Planet faced the challenge of optimizing their Product Detail Page (PDP). This involved addressing a large SKU count (30,000 SKUs) that required streamlined and efficient product presentation, and critically, overcoming low add-to-cart rates on both mobile and desktop devices. The primary objectives were to simplify the user experience, increase add-to-cart rates, and ultimately drive significant revenue growth.

Demonstrates significant improvement in user action.

+10% Conversion Rate Increase

Directly attributable to the PDP optimization efforts.

+14% Revenue Increase

Quantifies the substantial financial benefit of the project.

$426K Annualized Impact on Revenue

Our Strategic Approach

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 meticulously streamlined the design of the Product Detail Page (PDP) to reduce visual clutter and focus user attention on key product information. This simplified design made it significantly easier for users to quickly understand the product and its benefits, improving clarity and reducing cognitive load.

Highlighting Unique Value Proposition (UVP): Urban Planet's unique value proposition of low-cost shipping and returns was prominently displayed on the PDP. This clear and strategic communication of the UVP resonated strongly with users, directly encouraging them to add items to their cart faster by addressing potential concerns upfront.

Data-Driven Multivariate Testing: Diff conducted comprehensive multivariate tests to determine the optimal design and messaging for the PDP. This data-driven approach ensured that every element was precisely aligned with user motivations and behaviors, maximizing the effectiveness of the design changes and messaging.

THE IMpact & Outcomes

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.

Significant Revenue & Conversion Increase: The PDP optimization efforts directly resulted in a 10% increase in conversion rate and a 14% increase in revenue, leading to a substantial $426K annualized impact on revenue. This demonstrates the direct financial success of the project.

Valuable User Behavior Insights: 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. This data-driven understanding informs future optimization strategies.

Enhanced Value Proposition Clarity: Highlighting the unique value proposition on the PDP made it easier for users to understand the cost of shipping and returns. This clarity led to increased conversions and a significant revenue boost, proving the effectiveness of transparent communication.

LOOKING AHEAD & Key Takeaways