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Developing a shorter user journeyIncreased sales +27%

Removing friction from the user journeyUsers were able to select their product more quickly, driving up conversions.

The challenge:

  • Hearst Magazines had a problem with users selecting products from the home page only to exit before buying.
  • After seeing the home page, users were being taken to an offers page instead of being taken straight to the product page.
  • This unnecessary layer of friction was preventing users from moving deeper into the purchase funnel.

The strategy:

Phase 1: Remove offers page from Men’s Health funnel

  • Removing the offers page from user journey meant users weren’t overwhelmed with distractions en route to purchase.
  • A smoother transition from comparison to product pages, with less friction, meant users were more likely to convert.

Phase 2: Run A/B test

  • Testing specifically on the Men’s Health user journey allowed our hypothesis to be tested with minimal impact to the site.
  • Testing the shorter user journey against the control proved that the smoother user journey drove more conversions.
Hearst User Journeys

The results:

  • +41% visits to Basket Page
  • -31% bounce rate
  • +27% Visits to thank you page

Download the Hearst User-Journey case study

Want to read this later? Click here to download our case study PDF

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“”

It was fantastic to have actionable insights following this important CRO test on our user journey. We have continued to roll out split testing with House of Kaizen across other key titles in parallel to other testing and are excited about the results.

Seema KumariHead of Digital, Hearst Magazines UK

Interesting insights:

  • The higher conversion rate and lower bounce rate proved that Men’s Health customers already knew what they wanted – the key was giving it to them as quickly as possible.

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