King Living Consumer Purchase Behavior Experiments

This case study details the experiments conducted by King Living, an Australian furniture retailer, to enhance consumer purchase behavior and improve user experience on their website. The initial challenge identified was a high drop-off rate due to the content-heavy nature of the site, which made it difficult for customers to find product information. To address this, King Living ran two experiments utilizing AB Tasty. The first experiment involved hiding secondary navigation to present products before content, resulting in a 15% increase in clicks on product images and a significant 90% revenue increase for their 'Jasper' packages. The second experiment focused on improving the visibility and clarity of their call-to-action (CTA) on the checkout page, which led to a remarkable 15% revenue growth. The findings emphasized the importance of clear information presentation and engaging CTAs in reducing drop-offs and enhancing sales.