Expanding sales beyond Christmas trees

The business challenge:

People weren't buying ornaments. We wondered if it was because the site was designed to optimize tree sales. Did customers want a different PLP and PDP experience when shopping for ornaments?

My team's role:

We partnered with Userlytics to interview 20 current and prospective customers, on both mobile and desktop, to understand what inspired them when shopping for holiday ornaments.

The result: Our research showed we weren't meeting customers' shopping expectations. For example, people wanted to "shop the look," so we introduced a Collections Page. Then, we redesigned the PLP and PDPs to curate and showcase the product assortment for Holiday 2025.

The Product Landing Page redesign

In our study, we tested an optimized PLP to include everything customers had asked for. We learned shopping for ornaments is more personal than shopping for a tree. Things like social proof were less meaningful, while nods to high quality were important.

Design and feature updates included:

Inserting an auto-play, silent video into the header
Offering a visual filter to give shoppers more control
Increasing the size of the product images and adding a hover state (swipe on mobile)
Adding thumbnails so people can see there is more to explore.

PLP key takeaways:

Customers want to and will engage!

Most participants found the video engaging and it got them excited about the high quality of the product and our brand (1)
Color swatch thumbnails were well-received and intuitive (2)
Participants liked having alternate ways to filter. Needs more ideation for exact content (3)
Users highly valued "Quick view" (4)
Attributes like "Hand-painted"and "30-day warranty" were appreciated (5)
Reviews are key to making a purchase. Engenders trust.

"I like being able to see all the hard work

that went into these ornaments."

-Christine

The Product Detail Page redesign

We also tested an optimized PDP, making sure to surface the right details at the right time, as articulated by customers. This included:

The ability to shop by color
The ability to shop by ornament size
Moving price, discount, and CTA above the fold
Introducing alternate payment methods

PDP key takeaways

Customers enjoyed an experience that matched their needs.

Users found switching between colors intuitive and liked the color swatches (1)
Participants expressed confusion about set sizes (2)
Customers want reviews higher on this page
Next steps: test the configurator functionality .

"Being able to see all the payment options while I shop is really helpful."

-Sam

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