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BRILLIANT EARTH shoppable plp
Brilliant Earth had redesigned their Diamond Stud and Tennis Bracelet gateways and noticed the bounce rate increase on the pages. They hypothesized that people are unable to easily get to the PDPs, but would still like to allow for a discovery type of experience, as well as making the shopping process easier for these customers.
When I looked at this page and did some research, I discovered this page should have a more clear funnel for the customer, as well as allowing the customer to see the various options of each type of stone, metal, carat size, etc. It was important to the customer to be able to have these options at this level and be able to have a visual rather than adding an additional click to the quick view or the PDP. With the upgrade, I added filters that allowed the customer to sort by metal and diamond shape so they could see what was relevant to them. On desktop, I put a hover focus so the customer could see that there were more actions that can be taken on the page. On mobile, I made sure to display the variations and show that the user can interact with the various tools. Lastly, I made sure an Add to Cart button was visible on this page, which would make this page shoppable and not force the customer to go to the PDP if they didn’t want to, but
What was I trying to solve?
They had previously redesigned this experience but it didn’t perform as expected
Saw the click-through rate to the PDP was significantly decreased, in addition to an increase in the bounce rate
They had added a quick view option on desktop that offered the users the ability to add to bag directly from the listing page rather than forcing the user to go to the PDP
They discovered it wasn’t apparent how to navigate to the PDP from this page
Their ultimate goal was to see how we could increase clicks through to the PDP or the Add to Bag pages
Wanted to allow the customer to better visualize their diamond studs (example: changing carat size, metal color, and shape on the listing page before navigating to the PDP)
They didn’t know if they wanted a shoppable PLP or force the customer to shop the PDP, but if they didn’t direct the customer to PDP, they wanted to make sure they saw an increase in conversion with the shoppable PLP
Functionality:
Make PLP shoppable to reduce clicks the customer has to make in order to purchase
Allow the customer to select from various options to find the right jewelry for them
Incorporate different UI elements to visually show the customer they can interact with each product
Incorporate metal and shape filters so the customer can sort by what’s important to them
