Complete The Look
Cotopaxi enhances the shopping experience by setting up three unique outfit curations on product pages. On the pack PDPs, they feature the pack the user is currently viewing, paired with a base layer such as a tee or long sleeve shirt, a fleece or insulated jacket layer, and a bottom piece, either shorts or pants. Leveraging Dynamic Yield’s recommendation engine , specific rules are set for each slot to ensure relevance and cohesion.
These apparel recommendations are further tailored based on user affinity. For users with a top three affinity to men's apparel, men's clothing options are displayed, and similarly, women's apparel is shown for those with a preference to women's items. This targeted approach has proven highly effective, resulting in a 13.67% increase in conversion rate, a 7.21% rise in average order value, and a 21.87% boost in revenue per visitor.
Landing page-style PDP for key travel packs
Cotopaxi’s key travel packs are popular, but user surveys indicated price as a friction point. To address this, the team designed several modules and tested their positioned above the primary product section with Dynamic Yield. These modules highlight the key features of the bag, incorporate user-generated content and reviews, and showcase the product in action with a walkthrough video that links the product to Cotopaxi’s overall mission and impact.
The layout tested well, with low and medium-intent audiences, resulting in an +8.11% increase in add- to- cart rate, a +16% conversion uplift, and a +15% increase in revenue per user.
Product comparison on pack PLPs
One of the challenges for Cotopaxi is educating users on product differences to reduce friction in the decision-making process. In this pack product listing page experience, Cotopaxi used Dynamic Yield and Shopify's product API to pull key information and imagery into a modal that allowed a user to easily compare products on several criteria.
Following this experience update, Cotopaxi saw a +6% lift in add-to-cart rate, a +12% lift in conversion rate, and an +8% lift in revenue per visitor.
Replacing color swatches with product images
In this test, Cotopaxi used Dynamic Yield and Shopify's product API to pull in the primary image for each color variant of a product, and used that to replace the original preview, which was a single-color swatch. This experience allowed a user to see a thumbnail of each color variant and more easily find their preferred hue.
This resulted in a significant increase in page views (+17.8%) and a notable increase in add-to-cart rate (of +5%).
