Highlight Bestsellers in PDP

Experiment

Test AB

Countries

All

Platforms

WEB

Context

- We know that users significantly value the opinions of other buyers during the purchasing decision process.

- In the Outlet e-commerce:

1. There is a "Top Sales" list of best-selling products, accessible from the menu.

2. There is a carousel on the homepage featuring highlighted products labeled "Best Sellers," which the business aims to promote due to high stock levels and favorable margins.

- We also know that when users navigate to a PLP or PDP for best-selling products, they lose visibility of this key information, which could affect their perception of the products and their relevance.

Hypothesis

We believe that by improving the discoverability of best-selling products—by unifying their terminology and expanding their visibility across new touchpoints, starting with the PDP—we can increase user trust, encourage action, and improve the likelihood that users will add these products to their cart.

Content, SEO & Data Analysis

- To unify the terminology for best-selling products and improve visibility, I collaborated with the Content and SEO teams to identify the most relevant term based on keyword analysis.

- In parallel, together with the Data Analysis team, we assessed the impact of changing the "Top Sales" category label in the menu.

From these insights, we decided to adopt "Más vendido" (Best Seller) as the unified term, implementing it in the menu and the homepage carousel.

Wireframing and Development

- I conducted a comprehensive mapping of navigation messages, allowing us to account for all potential scenarios and define a clear communication strategy, along with the necessary logic for the initiative.

- I worked with the development team to create an agile technical solution that allowed us to test and iterate quickly, avoiding complex dependencies such as the use of tag managers, whose legacy back office had a high implementation cost.

- Finally, I coordinated with the Design System team to choose the most suitable component to ensure consistency and efficiency.

AB Test

- Control: no message

- Variant: “Bestseller" message for the most purchased items in each category.

Results

On desktop, the results were flat, while on mobile, there was an increase of +2.32% in purchase and +1.68% in revenue (€1,437,482 gross over 12 months).