How Jawbone® Optimizes for Frictionless E-commerce Experiences

As a world leader in consumer technology and wearable devices, building hardware products and software platforms powered by data science, Jawbone is a consumer technology company whose website does the heavy lifting of both communicating its vision and serving as an essential e-commerce function.

As a digital-first retailer, Jawbone is focused on bringing its portfolio of UP® fitness trackers to market in a variety of global segments. To accelerate their growth, the product team at Jawbone has made optimization a core part of how they communicate the value of Jawbone’s devices to potential customers and draw them through the e-commerce funnel.

Chris Schroeder, Product Manager for Testing and Conversion Optimization at Jawbone, has led the optimization program from its infancy in 2014 to where it is today. In doing so, he has:

  • Optimized e-commerce conversion rates for 2.5x aggregate improvement
  • Brought structure to how Jawbone’s e-commerce experiences are created
  • Educated the team on optimization best practices, instilling a culture of testing among teams internally including product, UX/UI, and brand

In building an optimization center of excellence at Jawbone, the company has run a number of tests with exciting key learnings. Here are two pivotal tests that helped drive business improvements, as well as customer insights that shape how they run their business today.

Oprah’s Favorite Things: Targeting Experiences for First-Time Visitors Drives 43% Revenue Increase

Jawbone website

If there’s one celebrity endorsement that can provide a big boost to an e-commerce company during the holiday season, it’s Oprah Winfrey. Each year, Oprah’s Favorite Things wish list christens a prized few products for Oprah’s adoring fans to consider for their shopping lists.

In 2015, one of Jawbone’s fitness trackers, the UP3™, was chosen for the list. Chris knew it would be an opportunity to test and learn from a new audience: visitors who may never have heard of Jawbone, or considered purchasing a fitness tracker before.

He proposed a test on the homepage targeting new visitors on ‘Oprah Day’, the day that the Favorite Things list would be announced. The test would change out a key product section of the site in favor of higher-level benefits of buying the fitness tracker that was being featured.

Jawbone A/B Test

On the left, the original homepage shows the line of UP® fitness trackers below the hero. The variation on the right tests benefits of fitness tracking for a more educational experience.

The team hypothesized that new visitors would be in a more educational frame of mind, rather than ready to compare the features of one tracker against the others, and that the benefits would help them evaluate just the one tracker that they were there to see. This would reduce friction and make the decision to purchase easier for those visitors.

The results were clear: visitors wanted to learn about one product rather than choose between several. The ‘Oprah Day’ variation drove:

  • 43% increase in Revenue Per Visitor
  • 126% increase in hero CTA conversions
  • 96% increase in top nav clicks on Fitness Trackers

Beyond ‘Oprah Day’, the Jawbone team learned that visitors, in general, wanted to focus on evaluating the benefits of fitness tracking when coming to the homepage, leading the team to solidify the benefits-first design. The comparison pages that showcase the whole portfolio of trackers have since been moved further down the funnel. These changes have been successful longer-term on web, with a 19% increase in Revenue Per Visitor, and an improvement of 24% Revenue Per Visitor on mobile.

Optimization-Informed Design: UI/UX Partnership Drives 50% Revenue Increase

As Jawbone has matured into an optimization-led company with a strong testing culture, the optimization has begun to influence the design process in earlier stages.

Chris was able to present findings from experiments to the UI/UX team and highlight opportunities to improve the performance of Jawbone’s shopping pages (sometimes referred to as product pages). These findings were incorporated into the design from the wireframe stages, with several decisions made to remove key pieces of information and streamline the pages.

Jawbone Split Test

The redesigned page (right) was launched as a test against the old page (left) to quantify the impact of the new design and gauge how visitors would respond to the changes.

Visitors preferred the streamlined UI of the pages, and the results showed:

  • 50% increase in Revenue Per Visitor
  • 43% improvement in Add to Cart conversion rate

On mobile, the improvements were even more significant:

  • 98% increase in Revenue Per Visitor
  • 73% improvement in Add to Cart conversion rate

“When you can inject optimization insights into the design process, you have an opportunity to show what has been validated already with your audience. You can provide recommendations for the best way forward and see results on a larger scale than a single experiment.”

— Chris Schroeder, Product Manager, Jawbone

2.5X

Increase in Conversion

50%

Increase in Revenue from Product Page Redesign

43%

Increase in Revenue from Seasonal Promotion

As we tested and optimized the homepage, we’d start to see similar results, to the point where we're able to templatize it. We can update content but leave the wire-frames and the UI intact. Optimization gives us confidence that changes we make will still drive performance.
Chris Schroeder

Product Manager, Jawbone

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