Black Friday CR ☞ Filter optimization

Mission:

Positively impact Black Friday

Idealo is a price comparison platform, and we have a huge influx of external traffic during sale events. My team was determined to positively impact black friday, we had 2 months, and limited backend personpower.

Looking for the right lever, we (me + PO) scanned the performance data of all product categories during the last black friday, looking for something with high incoming traffic and low conversion. And we found it: in particular sneakers, followed by fashion. On a deeper look, it became very clear: anything with sizes, on smaller viewports!

We had a few hypothesis on why this was so. Yet, it was time for more research….

Phase 1

Research & alignment

The SEO golden page to were the poorly converting traffic was going has a simple mission: let users pick the variant (size & exact specifics) of the product they are interested in, and then pick an offer.

When i visualized the data of how they were behaving, it was clear that the user flow was broken. Users seemed confused. Clearly we had usability issues added to a poor first impression.

We did user tests with the research team, to learn more about the page and test possible solutions for some of the obvious issues (see research reel), and i ran a workshop with the DEV team to get them on board and prioritize the issues found. With perspective impact and effort in mind, we decided as a team what to tackle first: The filters.

Phase 2

Design & experimentation

I redesigned the filters primarily to fix the space issue - they covered most of the screen - make them more accessible on mobile, and fix the UI selection pattern that caused layout jumps.

We ran several experiments and user tests, and step by step, achieved great results.

The solution is already live today, and further pages at idealo are adopting the same design - also with good results. Added to improving engagement and reducing bounce rate we have:

  • + 3% returning sessions

  • + 4,8% revenue

Artifacts & results

Before vs After
The new filter as a figma component, as a grab and go component for other teams
example exercise of one of the workshops i designed & ran with the dev team during this process.
the new filters are live in all product categories and screen sizes
Visualizing the data that we get as excel sheets helps me understand the flow and communicate with stakeholders.

Video: A prototype

During the user tests we found a lot of different problems with this funnel we we are trying to improve. I am looking at the page holistically and have a few experiments coming up. But so far i can only show you one of the prototypes (built by me) we user tested: