Product Page: In-Store Screen Idle State Redesign
Hypothesis
Redesigning in-store interactive screens with hedonic (enjoyment-based) idle visuals and physical floor signage directing attention to them would increase customer interaction rates
Test Results
Key Learning
Problem: Visual elements on the product page aren't doing enough to communicate value, build trust, or guide users toward the next step.
What worked: Physical retail UX applies the same principles as digital CRO — clear wayfinding (signage = navigation), appealing idle states (visual hierarchy = hero imagery), and reduced checkout friction (privacy at point of payment). Offline experimentation can yield 50%+ lift in engagement metrics. (+51.5% lift)
Takeaway: This is a significant win worth prioritizing for implementation. Layout wins often unlock further opportunities — isolate which specific element drove the lift for even larger gains.
How to Apply This to Your Site
This experiment demonstrated that product page: in-store screen idle state redesign can produce a +51.5% improvement in conversions. The test was run on a product page page in the retail industry.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
redesigned Tommy Hilfiger's London flagship store interactive screens. Changed idle screens from utilitarian to hedonic/aspirational imagery. Added bold floor signage with arrows and directional cues explaining screen purpose. Introduced 'pay on phone' modal for checkout privacy. Based on 4-week pilot with staff interviews and in-store user testing.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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