August Locks Products

Overview:

August's fourth-generation Smart Lock product offers easy installation without replacing your deadbolt, it seamlessly integrates with major smart home platforms. To improve conversion rates for this product, elements such as hero image copy, social proof, and payment highlights were tested and optimized. These enhancements focused on engaging potential customers more effectively, leading to higher user engagement and increased sales.

Problem Statement:

Enhance conversion rates across key pages by redesigning and testing elements like the hero image, copy, customer reviews, and payment options to identify and implement the most effective layout and messaging.

Users & Audience:

The primary users are website visitors and potential customers of August's smart lock. The target audience includes renters, people looking for smart home security solutions, and those interested in modern, easy-to-install locks. The product's design is intended to appeal to individuals who prefer not to change their existing locks but want the added convenience and security of a smart lock.

Scope & Constraints:

The tests were conducted over a specific period, with each test having hypotheses about increasing conversion rates. Constraints included tracking limitations and the need to gather actionable insights within a limited timeframe.

What I Did and Results:

1. Hero Image Copy - Product Pages

Hypothesis: Emphasizing security and quality in the hero image copy will increase the Add to Cart (ATC) percentage by aligning with users' concerns about safety and reliability.

Design Strategy: Update the hero image copy on product pages to focus on security and quality benefits. This approach builds trust and makes users feel more confident about purchasing, allowing them to quickly understand the advantages without needing additional information.

“August Wi-Fi Smart Lock" tested against "Top-Rated Wi-Fi Smart Lock"

“August Smart Lock Pro" tested against "Smart Lock Pro - Top Notch Security Comes Standard"

“August Smart Lock" tested against "August Smart Lock - Built for Better Security"

Result: The purchase conversion rate saw single-digit growth, validating the effectiveness of highlighting security and quality in the copy and demonstrating a positive impact on user confidence and engagement.

2. Upsell on Add To Cart

Hypothesis: Centering the popup around different complementary products relevant to the primary item in the cart will increase the Average Order Value (AOV) and overall revenue. This approach aims to encourage customers to complete their smart home setup by highlighting additional products that enhance the functionality of the main item.

Design Strategy: Instead of displaying a standard cart summary, the design variant prominently featured a "Complete your smart home" section below the cart summary. This section showcased related products (such as the Wi-Fi Bridge and Smart Keypad) with a clear call-to-action to add them to the cart. The goal was to visually integrate these upsell items to make the value proposition clear and intuitive, making it easy for users to consider adding them.

Result: The design changes led to double-digit growth in Average Order Value (AOV) and a significant boost in revenue. The approach showed that strategically integrating complementary products at the point of checkout can drive substantial increases in both AOV and overall revenue, validating the hypothesis and demonstrating the impact of well-placed product suggestions. Projected gains amounted to millions in additional yearly revenue, highlighting the effectiveness of this upsell strategy.

3. Social Proof on HomePage

Hypothesis: Including social proof just below the fold will increase brand trust and ultimately drive higher Add to Cart (ATC) percentages and purchase conversions. By highlighting positive reviews and endorsements from well-known sources, users will perceive the product as more reliable and credible, leading to increased engagement and intent to purchase.

Design Strategy: The variant added a "social proof" section just below the fold on the home page, featuring quotes like “More effortless than any other smart lock on the market” alongside recognizable logos such as Tom’s Guide, CNET, and Good Housekeeping. The goal was to make the product appear highly recommended by trusted brands, enhancing its appeal and reinforcing user confidence.

Result: The experiment led to: - Double-digit growth in click-through rates for the “Buy Now” button on the home page, indicating significantly increased engagement.

- Single-digit improvement in overall purchase rates, suggesting a moderate influence on final purchase decisions.

- A slight increase in Add to Cart percentage, though the change was not large enough to be conclusive.

4. Exit Surveys

Hypothesis: Asking users about their biggest concerns when they exit without purchasing will provide valuable insights that can help refine the product and pricing strategies, ultimately improving the user experience and increasing conversions.

Design Strategy: Implemented a targeted exit survey prompting visitors to share their primary concerns when they leave the site without completing a purchase. The goal was to give users a chance to express their thoughts, enabling the team to identify the main obstacles preventing conversions and ensuring users feel heard and valued.

Result: The exit surveys revealed that the top concerns for users were related to price and product functionality. These insights provided a clear direction for improving the user journey by refining product descriptions to address functionality concerns and exploring pricing strategies to better align with user expectations.

Overall, these tests provided valuable insights into user behavior and the effectiveness of different strategies, reinforcing the importance of continuous testing and optimization in CRO efforts.