Wish

Ads Landing Page

Revolutionizing trust and conversion: creating a game-changing ads landing page experience for Wish

Company

Wish

Role

Lead Product Designer

Overview

This new landing page needed to reintroduce Wish.

Arriving at a product detail page through an ad might be standard practice, but it's less effective when trust issues are in play. Moreover, fixating on the single product from the ad hinders the potential for user exploration. Users drop hints about their preferences whenever they click an ad – we wanted to leverage this understanding.

Goal

To create a landing page experience centered around three key ideas: re-assuring users about Wish legitimacy, surfacing key information about the product, and serving highly tailored additional product discovery.

Process

Creating a highly condensed experience means identifying what features truly are key to an experience in the first place. That’s not a simple science and it’s not true for every user, so we knew that constant iteration, and testing, would be the guiding principal in creating this experience. This meant being platform-specific with our choices, too. The power user who went into our app from a Google Ad is going to want a much different experience than the person who just landed on our desktop web page from a Facebook ad. While the experience can’t be tailored to every user and every entry point, there are certain patterns we can recognize.

Scope of Work

The original experience involved multiple pop-ups, and layers – bringing an overwhelming amount of information and pathways

It was antiquated, heavy, and undefined - so many different new user experiences had been created in a vacuum and at different times. So, we stripped it down and started fresh.

Identifying key components

We started by working to understand what the bare essentials of a product page are. To do this, we mixed some gut reactions with some previous data (specifically, using placement experiments from the main PDP). We identified a few non-negotiables: Title, images, ratings, price, and an option to purchase.

The winning experience

The winning experience had all of the elements our shoppers were looking for - and it worked on all platforms. Key information on shipping timelines, important product highlights, condensed and space-efficient presentation, quick facts about Wish’s shopping experience, and highly tailored discovery.

This highly condensed PDP section has now been adopted beyond just the ads experience

Now dubbed the “mini PDP”, this condensed product information section now has a home in several places across the app – including in the new collections experience and as part of our “continue shopping” experience.

Results that speak for themselves

With 100,000 users in the experiment bucket, we saw a 9% GMV lift, a 7.5% lift in add to carts, a 7.4% overall transaction count lift, an 11.9% lift in revenue, and a 10.9% increase in total number of orders.

Teamwork makes the dream work

Julian Thayn, Design Director; Yvonne Nguyen, Product Designer, Michelle Jackson-Blackwell, Sr. Manager UX Writing

Stephen Ahn, Cam Nelson, Emily Yang & Riancy Li Product Managers

Related
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2024 | Victoria Gunell