Overstock.com

Search-ing for a new experience

In 2018, we created a search experience that drives qualified traffic through the conversion funnel.

Role: Lead UX Product Designer

Team: Front-end developers, UX product designer, product manager

Overstock renders showing the new product tiles and filters.

The Problem

There are two types of main users at Overstock: browsers and searchers. 85% of traffic to Overstock goes through a Search page during the purchase flow. This means that customers need to find the product they are looking for when landing on the page or it will most likely result in a bounce from the site.

The Research

We ran a few unmoderated user tests to help identify what information users are needing to make informed choices on search results pages.

Ranking product information from order of most to least important

Ranking product information from order of most to least important

What are some ways we can help Overstock users narrow down their searches to give them a real chance at finding what they are looking for?

Filters

Filtering is about allowing users to take product lists and narrow them down to small lists that represent what they’re after. Filters enable users to see only the products that match their individual needs and interests.

Overstock’s filters in the past were lacking. There was no clear denotation of how many products would show while filtering. Some of the filter categories were missing information that would benefit the customers. It needed to be fixed given that 50% of users interact with filters during their session make a purchase.

I wanted to make sure that the changes we were making to the filters would beneficial to users. This meant doing a competitor analysis to answer the question “what are our customers expecting from Overstock that other sites have?” I then cross-referenced the features we were seeing against what our most popular categories that are interacted with. The goal of the filter redesign was to make category specific facet interactions that would help customers.

End Results & Learnings
Currently in test. No results just yet.

mobile-filter

Product Tiles

The purpose of product tiles is to allow the user to easily and accurately determine which products to investigate further. Essentially whether an item’s product page is worth opening or not.

This is not such an easy task. The information showing on the tiles needs to be what our customers are requiring to make informed decisions. I ran user tests that delved into our current tile at the time vs. what our tile would ideally be. Customers indicated that not much was explicitly “required” outside of image, price, reviews. Therefore, we landed on an experience that showed those details on the front of the tile and what customers deemed secondary on the flip side.

End Results & Learnings
The tile test brought conversion up 1.5% in a A/B test. What we learned from the test is that titles, although not a main callout in initial user testing, are still an important factor to product tiles in less visually distinct categories.

flip-tile-variation

Option Images

Many different product types are offered in different colors. Product variations are a major factor in a users’ product choices on Overstock.

If users are not aware of product options, there is a chance that they will bounce from the site due to the perceived notion of lacking inventory. And even if users see that there are product options available, without a visual representation of some options their ability to gauge product suitability is reduced.

End Results & Learnings

  • +0.92% conversion lift
  • -2.3% product page visits
  • +3.2% Add to Cart from product page

What we ultimately learned from this test was that option images are valuable in reducing bounce from product page. They succeed in creating more qualified traffic to the product page as well.

One thing I would explore going further is making the images larger. Potentially having more images available and a way to swipe through them in a more intuitive way.

option-images

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