A home-appliance brand · new-product e-commerce simulation
A new product should not wait until launch to learn why it does not convert — see it first in a realistic e-commerce path.
The new AC had not launched. The brand needed to protect its design while determining whether it could be clicked, added to cart and purchased against its core competitor. Static scores could not show where the funnel leaked or whether design, price or benefits blocked conversion.
Every step reproducible
- 01ezTest
Build a realistic e-commerce context
Product and competitor detail pages simulated the shopping environment, recording click, browse, save, cart and purchase behaviour in sequence.
- 02
Observe the full funnel with 300 consumers
Quotas covered brand use, city tier and household profile, comparing attraction, conversion efficiency and segment differences between product and competitor.
- 03
Decompose design, benefits and price
Behavioural results were crossed with design evaluation, benefit comprehension and appeal, plus PSM price sensitivity to locate the source of each barrier.
- 04
Turn evidence into product and communication actions
Prioritized actions were produced separately for design, price, benefit communication and e-commerce conversion.
- 300人target consumers completed simulation and evaluation
- 45% vs 73%the product-versus-competitor click gap was identified
- 33% vs 40%immediate-purchase performance was quantified against the competitor
- 72% / 52%benefit appeal and comprehension were diagnosed together