2021-2026 UX/UI A/B testing

Improving the PUMA web e-commerce journey

A structured optimization program based on user research and A/B testing aiming to improve the customer experience and the business results of the website.

TL;DR

I conceptualized and implemented a conversion optimization program which broke the funnel into distinct customer goals and measured the signals that predicted progression at each stage. To align teams, prioritize the roadmap and ensure validated improvements moved into the product codebase, I connected strategy with execution.

Explore the case

Impact

Key program outcomes

↑
+70%
Search engagement
↑
+19%
Add-to-cart rate
↑
+11.2%
CTR to payment
↑
+35%
CSAT

See more details below

Operating model

Marginal gains

The program broke the funnel into distinct customer goals and measured the signals that predicted progression at each stage. Page-level indicators guided decisions while transactions and revenue remained the commercial guardrails.

Optimization framework

Improvements across online product portfolios

This decision framework was adapted to different customer needs and ranged from product search and discovery to post-purchase engagement.

Discovery Product Checkout Membership Loyalty
01 · Discovery

Search fly-out design

Hypothesis

Simplifying the search fly-out by removing extra elements will help users stay focused on the task. This will reduce cognitive load and encourage engagement with search results.

A/B Test results

+70% Engagement
+38% Product views
Control
Search fly-out control
Variant
Focused search fly-out variant
02 · Discovery

Search refinement terms

Hypothesis

Related queries on the search results page will decrease search abandonment and will lift the conversion rate because they will help users quickly refine their search and explore relevant alternatives.

A/B Test results

+9.2% Product views
+6% E-commerce CR
Control
Search fly-out control
Refinement terms
Related search refinement terms
03 · Product

Product gallery

Hypothesis

Showing products as an image grid above the fold when the PDP is viewed on desktop will reduce the bounce rate by helping users better evaluate the appearance of the products.

A/B test results

−16% Bounce rate
+5% E-commerce CR
Control
Product gallery control
Variant
Expanded product gallery variant
04 · Product

Social proof message

Hypothesis

Showing nudge messages indicating that products are selling quickly (based on real-time stock data) will trigger the scarcity effect and increase the Add to Cart rate for the targeted user segment.

A/B test results

+19% Add-to-cart rate
+7.5% E-commerce CR
Control
Selling-fast social proof message
Variant
Selling-fast social proof message
05 · Checkout

Progressive disclosure

Hypothesis

Showing only essential fields and revealing additional inputs when they are needed will reduce checkout drop-off by minimizing cognitive load and improving the perceived simplicity of the form.

A/B test results

+11.2% CTR to payment
+4.1% Checkout CR
Default form
Progressive checkout form
Progressive form
Progressive checkout form
06 · Account

New UI design

Problem

User research indicated that registered customers found the existing account section difficult to navigate and lacking key functionality. Based on that feedback and business stakeholder interviews, we identified pain points and redesigned the experience to fix them.

+35% CSAT Uplift
Control
Progressive checkout form
Variant
Progressive checkout form