UX A/B Testing

Solution

Redesigned the product display page to surface payment methods upfront. Created two distinct A/B test variants to evaluate visual hierarchy preferences:

• –Variant 1: Consolidated all payment options — Buy Now Pay Later (Klarna, Clearpay), standard cards, and Superdrug loyalty points — into a single section directly above the fulfilment details.
• –Variant 2: Split the payment hierarchy by placing flexible BNPL financing (Klarna, Clearpay) above the delivery info, while moving accepted cards and loyalty options lower on the page above the product description.

Results

The two week A/B test was successful. Both designs improved upfront payment clarity, reduced purchase friction, and resulted in a smoother, more transparent checkout experience for customers. (For specific metrics including conversion uplifts, please get in touch.)

Learning and Actions

• –Upfront transparency boosts confidence: Providing flexible payment and loyalty details early in the browse journey reduces friction for hesitant buyers.
• –Next steps: Analyse user interactions and checkout performance between Variant 1 and Variant 2 to determine which visual hierarchy performs best for a full site wide rollout.

Solution

Designed and deployed targeted A/B test variants across three core pages:

• –Product listing page (PLP):
  • –Variant 1: Added generic point collection messaging (“Collect points when you buy this item”) under each product card.
  • –Variant 2: Surfaced dynamic, item specific points values, such as “Earn 1299 points with this purchase”, directly on product cards, paired with a promotional banner (“Collect points with every purchase”) inserted between product grid rows.
• –Cart page:
  • –Variant 1: Added a dedicated notification row showing the exact loyalty points earned for the current purchase.
  • –Variant 2: Introduced a multi scheme promotional block displaying points earned alongside additional perks: a birthday gift discount and fast 1 hour store delivery.
• –Product display page (PDP):
  • –Variant 1: Surfaced loyalty earn potential using a Turkish Lira (TL) symbol icon.
  • –Variant 2: Surfaced loyalty earn potential using a traditional coin icon.

Results

All three A/B tests ran for two weeks and delivered clear directional insights:

• –PLP test: Both variants outperformed the control. Variant 2 was the top performer across all metrics, proving that specific numerical points and grid banners drive significantly higher engagement.
• –Cart page test: Variant 1 was a success, with users finding single focus points tracking encouraging and helpful. Variant 2 yielded mixed results, as promoting three separate loyalty schemes simultaneously created cognitive overload and increased drop-off clicks away from the checkout path.
• –PDP icon test: Successful overall. Surfacing point messaging outperformed the control of no messaging. High click rates on the info icon across both variants confirmed strong user interest in loyalty details, regardless of whether the Lira or coin icon was used.

(For specific metrics including conversion uplifts, please get in touch.)

Learning and Actions

• –Specifics outperform generic messaging: Explicit numerical reward values, such as “Earn 1299 points”, create stronger motivation than generic callouts during discovery on the product listing page.
• –Avoid information overload at checkout: Keep checkout and cart messaging singular and goal oriented. Pushing multiple loyalty perks late in the funnel creates cognitive fatigue and risks cart abandonment.
• –Next steps: Implement PLP Variant 2 and cart page Variant 1 across the site, and conduct further testing on PDP icon clarity to refine the global design system.