CRO and UX Case Study
Great Big Canvas
Over the course of 12 years, I managed the brand, creative marketing, and user experience for this print-on-demand wall art ecommerce property. I led a team of designers, artists, photographers, and stylists in the execution of various digital and print campaigns. In addition, I led countless A/B and multivariate tests, implemented global UX ecommerce best practice research, and partnered with leadership and colleagues to improve both the digital and physical product. Below is a sampling of some of the CRO efforts made over my tenure leading UX strategies at Great Big Canvas.
The Handshake - Homepage & Branding
• Lifestyle imagery (room settings) proved to convert better across multiple channels. Much effort and research went into ensuring the rooms we selected were elevated and aspirational.
• Visual elements, logo, and color palette were updated to elevate the brand, convey sophistication, and focus on the artwork, thus conveying the impact of art in a home or office.
• A visual navigation was incorporated to help convey to users what a particular art style, artist, or decor aesthetic looks like, giving visitors confidence to click through to that category.
• Refinements were made to the search box, introducing recommendations, category types, and promoted searches.
• Value props were added to the homepage and throughout the shopping funnel to bolster user confidence in their product selections.
Customization & Trust - Product Detail Pages (PDP)
• An image carousel was added to introduce more lifestyle imagery (room settings), as well as additional product images. The room settings were also dynamic, conveying the user's product size selection for a more educated and confident purchase.
• Product features and specifications were added, providing users with more product details, thus reinforcing trust and confidence in their product selection. The content was also optimized for SEO.
• Dynamic cross-selling carousels were added, utilizing shared facets and metadata. Placement on the page was tested as well, optimizing both micro and macro conversion rates.
• Value props were introduced, giving users confidence that they would receive a quality product and first-class service.
• The buy box was optimized to summarize their product selection and price. Sale language also helped drive a sense of urgency with users, improving conversion rates.
• The mobile experience received a considerable amount of CRO efforts over the years, testing various layouts, buy box UI solutions, and more.
Filter & Sort - Category and SERP
• Artist links were added to allow users to dive into an artist's entire catalog.
• Filters were exposed on desktop for user awareness.
• Category taxonomy was researched and surgically tuned to help browsing effectiveness.
• Multiple tests were run to explore the ideal order for filters.
• Button was tested and ultimately added to allow users to explore similar artwork from product listings utilizing key facets from the artwork like art style, colors, etc.
• Various tests were run for the collapsed filter UI on mobile to explore opportunities for increased engagement.
• Pricing language was tested to determine ideal language, given the customizable nature of the catalog. Dynamic pricing allowed users to filter results by product type and see the starting price for that customization.