Homepage Product Carousel
An A/B test hypothesis to perform on BAT UK site
The Problem
The current website structure presents a discoverability challenge for users seeking best-selling products. While most traffic lands on the homepage, finding these products requires an additional step of navigating to a dedicated “collection” page. This extra step can lead to user frustration and abandonment, as some visitors may not be willing to invest the additional effort.
The Solution
To address the discoverability challenge and improve user experience, we implemented a strategic product carousel on the homepage. This carousel showcases a curated selection of best-selling products, allowing users to browse and interact with these high-performing items directly from the landing page.
The Results
The final winning design resulted in:
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35% increase in add to basket
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12.3% uplift in product page views
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18% increase in checkout page visits
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11.6% increase in transactions
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5.2% increase in average order value