I used Eye Tracking for summiting the problem. I found user's gaze didn't reach the CVR button(Red button)
It is the largest second hand car media in Japan. 3million UU per month. I charged A/B testing on goo-net PC and SP site. We did 8times per month. And I also charged renewal of Goo series.
I made the photo of car bigger, and the information of car, Placed expand horizontally, make sure guide eyes to the CVR button.
A/B Testing of Goo-net
Project Title
A/B TESTING OF SEARCHING RESULT LIST
Background and Problems
The design of the cassette part of the searching result list is not good. Important information is inconspicuous. We need to improve the design of cassette part of search result list and aim for improvement of CVR.
Submitting the Problem
In order to submit the problem, we used Eye Tracking. We noticed that user’s gaze does not reach the CVR button when they use the old design. Also, We noticed the user preferentially saw car photos and prices. The problem of this design is as follow
1. Information is not discriminated. The importance of photo and price should be high, and should be made stand out.
2. It is necessary to guide the user's eyes to the CVR button. The distance is too long from the photo to the CVR button.
3. The CVR button (Red one), and the Favorite button (Blue one) are not differentiated. The CVR button is most important.
The Improvement What I Done
1. Increase the size of car photo. To arouse user’s interest.
2. Enlarge letters of important information such as “price”, “year”, “mileage”.
3. CVR button is displayed horizontally from portrait display. To guide user’s gaze reach the CVR button.
4. Adjust the saturation of the CVR and Favorite buttons. To made the CVR button more prominent.
5. Expand text horizontally and guide user’s gaze to the CVR button.
The Result of this A/B Test
The CVR of this page rises to 107%