Improving lead conversions at Ubisoft
During my 6 month internship at VWO, I worked with Ubisoft on their product pages to combat high rates of page abandonments.
ROLE
Product Intern on a team of 2 designers and 2 engineers
TOOLS
Sketch, Dropbox Paper
RESULT
Redesigned product page saw a jump in conversions by 12%
Ubisoft Entertainment is a French video game publisher, headquartered in Paris, France. Ubisoft is known for publishing acclaimed video game franchises like Assassin’s Creed, Just Dance, Far Cry and more. Ubisoft’s games can be bought from the Playstation store, the Xbox store or from the Ubisoft’s website.
Background
Game titles listed on Ubisoft’s website were facing a high rate of page abandonment compared to the same titles on the Playstation and Xbox store. On an average, 19% of users who browsed a game title on a console store added it to their cart, while this was a mere 8% on their website.
Ubisoft wanted to optimize their conversions and do a mini redesign of their game title page.
Ubisoft wanted to optimize their conversions and do a mini redesign of their game title page.
To buy a game on Ubisoft’s website you had to go through four steps:
1. Search Game
2. Choose a version
3. Choose a console
4. Buy
The task flow to buy a game on console stores was quicker for two reasons. First, the store choose the cheapest game version as the default version. Second, there was no option to choose a console because these stores sold exclusively for their consoles. For example if you were buying a game for PS4 on the Playstation store your task flow to buy a game would be just two steps.
1. Search Game
2. Buy
1. Search Game
2. Choose a version
3. Choose a console
4. Buy
The task flow to buy a game on console stores was quicker for two reasons. First, the store choose the cheapest game version as the default version. Second, there was no option to choose a console because these stores sold exclusively for their consoles. For example if you were buying a game for PS4 on the Playstation store your task flow to buy a game would be just two steps.
1. Search Game
2. Buy
Problem
Current State
Understanding the Problem
1. Get more visitors to add the game to their cart.
2. Improve scannability and explain different packages of the game pass.
2. Improve scannability and explain different packages of the game pass.
Pros:
1. Video trailer captures user’s attention
2. CTA is above the fold decreasing friction in the task flow
Cons
1. User has to watch the video to know the difference between different game versions
2. New video needs to be made
1. Video trailer captures user’s attention
2. CTA is above the fold decreasing friction in the task flow
Cons
1. User has to watch the video to know the difference between different game versions
2. New video needs to be made
Pros:
1. Quick glanceable information on different game versions
2. CTA is above the fold decreasing friction in the task flow
3. Low engineering cost
Cons
1. No detailed explanation on different versions of the game
2. No video - user doesn’t know about the gameplay
1. Quick glanceable information on different game versions
2. CTA is above the fold decreasing friction in the task flow
3. Low engineering cost
Cons
1. No detailed explanation on different versions of the game
2. No video - user doesn’t know about the gameplay
Pros:
1. Detailed explanation about each game version
2. Video captures user’s attention
Cons
1. Detailed explanation might be too busy, user might not follow through
2. No quick information available on different versions of game
3. CTA to buy the game is below the fold adding friction to the task flow
4. New video needs to be produced
1. Detailed explanation about each game version
2. Video captures user’s attention
Cons
1. Detailed explanation might be too busy, user might not follow through
2. No quick information available on different versions of game
3. CTA to buy the game is below the fold adding friction to the task flow
4. New video needs to be produced
Pros:
1. Detailed explanation about each game version
2. Quick glanceable information about each game versions
3. Comparatively low engineering cost
Cons
1. Detailed explanation might be too busy, user might not follow through
2. CTA to buy the game is below the fold adding friction to the task flow
1. Detailed explanation about each game version
2. Quick glanceable information about each game versions
3. Comparatively low engineering cost
Cons
1. Detailed explanation might be too busy, user might not follow through
2. CTA to buy the game is below the fold adding friction to the task flow
1. Collapsable Detail Tab
The tab to view details of the game version was made collapsable which would stay hidden in the default position. This meant that until the user was curious enough to know more about the game version, the details would stay off from their path.
2. Expandable Chart
The comparison chart can now be expanded if the user wants to just concentrate on the chart.
The tab to view details of the game version was made collapsable which would stay hidden in the default position. This meant that until the user was curious enough to know more about the game version, the details would stay off from their path.
2. Expandable Chart
The comparison chart can now be expanded if the user wants to just concentrate on the chart.
An A/B test was run from November 2017 to January 2018, to track conversions on the 4 variations and compare it to the control.
Comparison of the test data between the old and the new layouts on the VWO platform demonstrated that version 4 (Detail Tab + Chart) improved the conversion rate by 10% (from 8% to 18% conversions)
This task flow to buy a game on ubisoft’s website involved a lot of scrolling and was not intuitive. We formed an early assumption that the placement of the third and the fourth step were not discoverable to a lot of user and was getting ignored by users who did not scroll past the first step.
To define the problem of the current game page, I ran heatmaps and an exit survey on the page to see where users were dropping off. I learned that poor scannability combined with a poor explanation of differences between the 4 versions of the game pass were confusing users.
To define the problem of the current game page, I ran heatmaps and an exit survey on the page to see where users were dropping off. I learned that poor scannability combined with a poor explanation of differences between the 4 versions of the game pass were confusing users.
After meeting with multiple designers at Ubisoft to understand how design decisions were made and familiarizing myself with their design system, I started to conceptualise different approaches I could take to solve this problem.
Goals
Ideation
Version 1: CTA + Video
Version 2: CTA + Chart
Version 3: Detail View + Video
Version 3: Detail View + Chart
A/B Testing
Result
Final Design