Experiments: A/B test
JD Sports: Shop the Look
Users often browse individual products but rarely discover complementary items (e.g. trainers with matching joggers). Data showed users who purchased multiple items per session had significantly higher order values. However, there was no clear prompt or UI pattern encouraging this behaviour.
The Hypothesis
We believed that adding a “Shop the Look” CTA to the PDP would increase daily revenue and order quantity by making it easier for users to purchase full outfits in fewer steps.
What we changed
  • Added a “Shop the Look” button on the product image on select PDPs
  • Triggered a modal showcasing 2 - 4 items as styled in the product image
  • Users could quickly add multiple items to basket without leaving the PDP
Results
After 28 days we saw...
+ 3200 orders

+ £171k in total revenue

+ £6111 in daily value
Previous Experiment
Pets at Home - Mini Basket
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