Content Strategy | UX Research
PLA landing page
Problem
Chewy’s Paid Listing Ad (PLA) campaigns were under-performing for new customer conversions. The design experiments conducted over the past 2 years to improve the Product Detail Page (PDP) were unable to convert to meaningful results.
Solution
Though past experiments focused on general changes to the Product Detail Page (PDP) entirely, my new approach specifically targeted the New-to-Chewy customer experience for PDP. Through primary and secondary research, I identified key pain points for this primary market segment and led the design of a new strategy to better meet the needs of these new PLA customers.
Role
Design Lead
Design Consultant
Team
Product Manager
PDP Performance Marking
PDP Engineering
Associate Design Director
Duration
Design: December 2022 - Feb 2023
Phase I launched in March 2023 with an increase in conversion.
Skills
Design Prototyping
Content strategy
Data analysis
Journey mapping
UX Research
Background
Google Shopping Ads account for 76.4% of all retail search ad spend on Google, highlighting their effectiveness in capturing high-intent shoppers.
PLA customers were directed to the same Chewy PDP landing experience as customers browsing the organic site, which failed to address PLA customers' unique needs and expectations.
Google PLA Ad
Product Detail Page
01
Reframing Opportunity
How might we support new-to-chewy customers from PLA to more easily find products and make purchases that suit their needs?
Research Insight
Through my research, I identified that the most significant opportunities for continued exploration exist in the moments between people's searches, particularly when they are in a comparison shopping mindset. Rather than solely focusing on tactical solutions, such as updating attributes on the product detail page (PDP), I collaborated with the performance marketing team to redefine the content strategy for a dedicated Product Listing Ad (PLA) landing page.
“I‘ve got ‘Similar Item’, and ‘Also Bought’, and ‘Similar Item’... [it] just seems repetitive and scrolling through very similar things” — Chewy customer feedback on current PDP
02
New content strategy
Old PDP when land from PLA
Proposed PDP for PLA customers
Landing page optimization
01
Search refinement
to surface alternative products
(Low-fidelity concept)
02
Enable Comparison shopping for alternative products within Chewy
(Low-fidelity concept for product comparison)
03
Expert advice to find the right product
(Low-fidelity concept for expert advice widget)
03
Design Prototype
Before
In the old experience, the customer lands on the PDP page and immediately are overwhelmed by the amount of information presented in the PDP.
“I ‘ve got similar item, and also bought, and similar item...just seem repetitive and scrolling through very similar things” — direct quote from customer
New Design
Upon landing on the Product Detail Page, customers are presented with all the critical information are presented to them above the fold. The condensed layout not only promotes alternative products for discovery but also facilitates comparison shopping, empowering customers to make informed decisions with ease.
pet-parents from Google are not affiliates with a brand, and they often start with broad search terms, and open multiple tabs to compare products from various sites. — UXR insights