Users leave for many reasons, but what is the critical fix that could make them stay?
Solution Overview
Problem & Experiment
High PDP drop-off directly suppresses add-to-cart rate and conversion rate - the two most critical metrics in our business objective.
Solving this became the key opportunity to achieve our growth targets.
High PDP drop-off directly suppresses add-to-cart rate and conversion rate - the two most critical metrics in our business objective. Solving this became the key opportunity to achieve our growth targets.
Problem: 55.7% drop-off rate of product details page (PDP)
55.7% drop-off rate of product details page
of total sessions
land on PDP.
31%
users drop off without proceeding to other pages.
55.7%
Home
2
34.6%
drop-offs
26%
sessions
Home
3
32%
drop-offs
17%
sessions
PDP
1
55.7%
drop-offs
31%
sessions
PDP is the highest drop-off page
among all landing pages.
of total sessions
land on PDP.
31%
users drop off without proceeding to other pages.
55.7%
Home
2
34.6%
drop-offs
26%
sessions
PLP
3
32%
drop-offs
17%
sessions
PDP
1
55.7%
drop-offs
31%
sessions
PDP is the highest drop-off page
among all landing pages.
Users leave for many reasons, but what is the
critical fix that could make them stay?
From Drop-off to Retention
Data-Driven Redesign and Experiments of Cathay Shop's Product Page
2025 Illumi Award Winner
Synergy Excellence Award
Decrease drop-off rate
@product details page
Data-driven design and experiments
2025 Illumi Award Winner
Synergy Excellence Award
AB test
Positioning You Might Also Like higher
Experiment to position it higher than key information...
AB test shows positive results
Click-through rate
increase
Add-to-cart rate
increase
~4 scrolls till
You Might Also Like
☹️ Controlled
~2 scrolls till
You Might Also Like
😃 Variant
＋52%
＋3.6%
Data says “move product recs to the top”—but if user experience
suffers from ads overload… is there a better way?
Only 32% of users scroll to see You Might Also Like.
32% see half
27% see all
😃 Rest of the PDP
☹️ You might also like
Heat map shows barely any user engagement.
Experiment:
Product rec component You might also like is potential engagement booster
You Might Also Like can retain users within our site,
and has high conversion rate.
...But it has low engagement
See solution