Device Comparison Tool
For Kardia personal ECGs
A redesigned user interface and experience for users to compare Kardia devices amoungst each other and find the right device for their needs.
AliveCor | 2024
Problem
Confusions surrounding the differences between Kardia devices were leading users to purchase the cheapest device, or not purchase at all.
Solution
The existing product comparison chart was redesigned to clarify the difference between products and add missing information that customers deemed important.
User research
Multiple research methods were used to understand user pain points and needs in the path-to-purchase.
Google Analytics and HotJar
Users were frequently scrolling up and down the comparison chart and navigating between multiple pages to find information.
90%
Of site views reported in Google Analytics were from first time visitors
>40%
Of users visit the same product page multiple times per session
82%
Of sitewide traffic is from mobile devices
User surveys
A survey was embedded on the product pages, and a post purchase survey was also sent to customers who purchased a device.
>50%
Were confused about the differences between products
27%
Of desktop responders found the comparison chart difficult to understand
59%
Of mobile responders found the comparison chart difficult to read and understand
57%
Of KardiaMobile purchasers purchased KardiaMobile because it was the cheapest option
Previous A/B tests
Previous A/B tests were referenced to guide the design of the new comparison chart.
A Add short descriptions to product listings on the store homepage
B Add tags such as CUSTOMER FAVORITE and BEST VALUE to product listings on the store homepage
+11%
Conversion rate increase from test A
+17%
Conversion rate increase from test B
+7%
Increase to average order value from test B
Takeaways
- 1 Revenue is being lost as users are purchasing the cheapest device because they don't understand the value of the more expensive devices.
- 2 The current comparison chart is not easily understood on mobile devices.
- 3 Providing clear and concise information about product differences is crucial for helping users make informed purchasing decisions.
- 4 The vast majority of users are new visitors, so the path-to-purchase needs to be designed with first-time users in mind.
Comparison chart
Former comparison chart
The former comparison chart did not provide enough information about the devices, and the three column layout was too difficult to read on mobile devices.
New comparison chart
The new comparison chart provides more information about the devices, and the two column layout is easier to read on mobile devices.
Results
Test A
Linking to the new comparison chart from the store homepage resulted in significant increases to conversion rate and average order value compared to the variation.
Conversion rate
+8.7%
Average order value
+12.2%
Session U turns
-4.2%
Test B
Replacing the comparison chart on the product pages resulted in increases in these areas as well.