The company
Lovehoney is the UK's most popular online shop for buying adult toys and sexy lingerie discreetly online.
The challenge
On Tuesday 19th November, Lovehoney pushed their two main Black Friday landing pages—Black Friday and Sex Toy Deals—live.
On Friday 22nd November, Lovehoney used Contentsquare’s Journey Analysis to carry out an early assessment of performance. The analysis showed that many Lovehoney site users seeing multiple list pages—and many exiting straight away.
Lovehoney's Black Friday landing page with category filters
The solution
The team discovered that fewer than 12% of users were seeing 4 list pages, and less than 24% were getting straight to the PDP—and 12.5% were exiting the site directly.
Users were heading straight to view sex toy deals, but evidently couldn’t find what they wanted.
Heatmap analysis revealed that conversion rate per click was 13.5% on the sort and filters buttons, but just 11.8% on the pagination buttons—indicating users that filtered results were more likely to to convert.
However, click rate on the sort and filter buttons was low, highlighting a missed opportunity
Heatmap analysis showing conversion rate per click on the sort and filters, and pagination buttons
On Tuesday 26th November, Lovehoney acted.
They pulled the 3 main categories out of the filters dropdown and onto the page itself, so users could click right away.
Lovehoney's optimizaed category filters on the Black Friday landing page
The results
Not only did the team see a huge uptick in the number of users interacting with the filters, but they also saw a
+30% increase in on-page conversions
-20% reduction in exit rate
+17% reduction in bounce rate
