Condé Nast

Improving CTR with product recommendations

Scope of work

UI & UX Design

Background

Most of our traffic comes from article pages, but Product Listing Pages (PLP) are where we see higher conversion rate. Through various user research we’ve conducted, there's consistent feedback from users about wanting to see other similar products on articles that are in affordable price range or from other brands.

My hypothesis is that by offering users alternative products and surfacing link to relevant PLP, I believe we will improve overall conversion rate and reduce bounce rate.

Our users don't tend to use the main navigation when browsing our brand sites. Traffic tend to come from search engines or social media and has quite high bounce rate. Those who stay on and browse more content usually rely on in-page links.

By surfacing alternative products as well as driving traffic to Product Listing Pages, users are encouraged to continue browsing on our sites.

Alternative product recommendations
Taking inspiration from ecommerce sites, this cross-sell component offers user alternative product on article pages.

Recirculating to related articles
Editors can swap the slot container to link to relevant articles. In this example, users are shown SPF products as well as a link to an article on top sunscreen recommendations.

Browse more by category
The component supports link to category PLPs so editors can use it to promote relevant product collections as well as driving traffic to the Shopping channel page where users can find more shopping content.

Unfortunately I did not get the go-ahead to build this component due to a lack of engineering resource and senior stakeholders buy-in. Editors have been trialling out similar content using existing components with mixed results. I'd be keen to do an A/B test on this feature in future to see if it's worth pursuing.